French Animation and Drama Thrive at Unifrance Rendez-Vous 2024
The annual Unifrance Rendez-Vous market in Le Havre concluded on September 6, 2024, highlighting the resilience of French animation and drama in the face of economic challenges. This year’s event celebrated the 55th anniversary of the beloved animated series Barbapapa: One Big Happy Family. Despite the historic significance of animation in France’s cultural exports, international sales of local animated shows continue to decline. This trend reflects the rapidly evolving dynamics of a global market that is increasingly competitive.
Unifrance President Gilles Pélisson articulated the pressures facing independent production and distribution. He noted that they struggle to compete against consolidated media groups and streaming platforms. Pélisson stated, “Broadcasters face mounting challenges, and platforms must adapt. We are witnessing an overall slowdown in market attendance, fueled by today’s uncertain geopolitical context.”
During the event, Gaëtan Bruel, president of the French national film center CNC, provided an overview of the current landscape. He acknowledged the difficulties within the industry, citing the contraction of the international market, changing consumption patterns, and the ongoing transformation of economic models. Despite these challenges, Bruel maintained a positive outlook on local productions, emphasizing that French TV series continue to attract global audiences.
For instance, last year’s adaptation of the cult manga Cat’s Eyes won the Unifrance TV export award. In addition, the political drama The Trigger and popular light crime series like Astrid & Raphaëlle have demonstrated strong performance in a shifting environment. Bruel underscored the importance of documentary programming in driving international sales, highlighting successful titles such as Mystery Lane, Molang, and Miraculous: Tales of Ladybug & Cat Noir.
Mixed Market Trends for French TV Exports
The CNC and Unifrance reported on September 6 that overall French TV exports reached €209.6 million ($244.2 million), marking a 3% increase from 2023. This figure represents the second-highest level in 30 years, largely bolstered by co-productions, which increased by 58% year-on-year to €135.3 million ($158 million). Drama remains a leading export category, accounting for 35.9% of total sales.
Conversely, the animation sector has seen a fifth consecutive year of decline, particularly impacted by reduced purchases from the U.S. market. Factors contributing to this downturn include budget cuts in youth programming by public broadcasters and a shift in focus from streaming platforms towards entertainment and sports content. The report highlighted an increasing need for strong intellectual property (IP) to drive sales amid a risk-averse environment.
Regionally, Western Europe continues to dominate, accounting for 43.2% of revenues, while sales to North America fell to a record low of 7.9% of total export revenues.
New Crime Thrillers and Light Comedies Capture Attention
The Rendez-Vous showcased a variety of French crime dramas, which continue to attract international buyers. Events included the launch of Vendetta, a Corsican thriller produced by France TV, and the eco-thriller After Us from Mediawan Rights. Established titles such as Astrid et Raphaëlle drew attention from buyers, reflecting a strong demand for crime and light drama.
In addition to crime, there is a noticeable appetite for lighter fare. Wild Bunch TV introduced its Christmas comedy, My Hubert’s Christmas, while also promoting the second season of the Prime Video soap Escort Boys. “It’s light, funny, and has great adaptation potential,” remarked Diana Bartha, head of acquisitions and international sales at Wild Bunch TV.
As the industry prepares for Mipcom, the strategic timing of the Unifrance Rendez-Vous allows producers to connect with partners in a more informal setting. Guillaume Pommier, co-head of distribution at Federation International, emphasized the value of these relationships, stating that the event is crucial for presenting lineups and refining strategies ahead of major markets.
Furthermore, the event addressed the ongoing need for standardization in audience measurement. Yannick Carriou, head of research at Médiamétrie, noted that the rise of ad-supported services among major streamers has fostered more cooperative efforts in audience measurement. He emphasized that streamers must be accountable to brands, which is encouraging a shift towards transparency in data reporting.
The growing consolidation of streaming services has also raised concerns among industry professionals. Julia Schulte, SVP of International Sales at France TV Distribution, remarked on the long-term implications of this trend, stating that it has led to a more localized focus in content production. Producer Iris Bucher echoed these sentiments, noting that securing financing for productions has become increasingly challenging.
Despite these hurdles, significant deals continue to emerge. Brad Pitt’s Plan B Entertainment has opened an office in London as part of its partnership with Mediawan. The adaptation of Albert Camus’ “The Plague” has secured deals with TV5 Monde and PBS Masterpiece, while the comedy-drama Extra has garnered interest from multiple international broadcasters.
In conclusion, the Unifrance Rendez-Vous 2024 demonstrated the resilience of French television amid changing global dynamics. While challenges persist, the strength of local productions, particularly in drama and documentary genres, remains promising as the market evolves.
