This year, Armenia is significantly strengthening its international presence in the field of cinematography by expanding its involvement at one of the most prestigious global film forums – the Cannes Film Festival and its accompanying film market, Marché du Film. For the first time in history, the country will be represented by two pavilions, reflecting the growing interest in Armenian cinema and the desire of both institutional and private sectors to jointly promote domestic film production on the global stage.
State Support and Participation
The Ministry of Education, Science, Culture, and Sport of the Republic of Armenia continues its policy of supporting the participation of national cinema in international events. As part of this initiative, on March 31, 2025, a grant agreement was signed between the ministry and the Cinema Foundation of Armenia. The amount of state support is 5 million drams, which will be allocated for organizing the Armenian stand at the Marché du Film.
According to the agreement, these funds will be used for renting a pavilion at the prestigious Palais des Festivals in Cannes, as well as for the design of the exhibition: rental of furniture and lighting, printing materials, and presentation resources.
The Armenian stand at the market will feature the slogan “FOCUS YOUR LENS ON ARMENIA.” This slogan is not only a call to international filmmakers and investors to discover Armenian cinema but also an invitation to focus on the country’s rich cultural heritage, beautiful landscapes, and its emerging role as a creative hub for the film industry. The pavilion will feature a curated selection of contemporary Armenian films, the Cash Rebate program, and the country’s most attractive filming locations. Through this, the Cinema Foundation of Armenia aims to highlight the diverse range of films being produced in Armenia today and emphasize the country’s potential as a filming destination for international productions.
Introducing the Cash Rebate Program and Expanding Armenia’s Filming Potential
One of the key components of Armenia’s participation in the Marché du Film is the promotion of the Cash Rebate program. This program is designed to attract foreign filmmakers to use Armenia as a filming location by offering financial incentives in the form of rebates on eligible film production costs. The program is a major step in making Armenia an attractive and competitive location for international filmmakers who are looking for new and affordable locations to shoot their films.
The Cinema Foundation of Armenia aims to use its presence at the Cannes Film Market to introduce the Cash Rebate program to international filmmakers, producers, and production companies. By offering these financial incentives, Armenia hopes to draw more international productions to the country, boosting both the film industry and the local economy. Moreover, by participating in such a high-profile event as Marché du Film, Armenia hopes to attract foreign investors and establish new partnerships with international film industry professionals.
It is worth noting that this is the third attempt to present the Cash Rebate program on the international stage, despite the fact that it has not yet been officially approved by the Armenian government. This highlights the country’s intention to promote the initiative on a global level and prepare the ground for its future active implementation.
Additionally, the pavilion will promote Armenia’s most captivating filming locations, from its ancient monasteries and picturesque landscapes to its vibrant cities and hidden gems. The Cinema Foundation of Armenia will showcase a catalog of locations that are ideal for film productions, demonstrating that Armenia offers not only financial incentives but also a diverse and unique range of backdrops for filmmakers. This could open doors for international film projects looking for distinctive and visually stunning places to shoot.
Delegation and Plans
Although, unlike the recent participation in the European Film Market in Berlin, the delegation’s composition and specific activities during the trip have not been fully disclosed, it is known that over the five days, the Foundation’s representatives will hold at least six meetings and negotiations with foreign partners, including international production and distribution companies, festival agencies, and other relevant organizations.
The Foundation believes that participation in the Cannes market will help:
- Strengthen international ties;
- Promote Armenian cinema worldwide;
- Establish cooperation with European and other international filmmakers;
- Popularize both Armenian cinematic heritage and contemporary films;
- Promote the Cash Rebate program as one of the main platforms for attracting productions to Armenia.
The Private Sector’s Role in Promoting Armenian Cinema
In addition to the support from the government and the Cinema Foundation of Armenia, the private sector is also actively involved in promoting Armenian cinema at the Cannes Film Market. The Gagik Tsarukyan Foundation, in partnership with the Panarmenian Federation of Film Producers, has signed a memorandum of cooperation to create a second pavilion at the market. This collaboration marks a historic moment for Armenian cinema, as it demonstrates the unity of both public and private sectors in working together to advance the country’s film industry on the global stage.
As noted by the Federation’s chairman, director, and producer Hovhannes Galstyan, this dual presence is a historic event. The second pavilion will serve as a kind of “cultural embassy” for all Armenian filmmakers from Armenia and the Diaspora, bringing professionals under one roof.
This initiative will also emphasize the importance of the Armenian diaspora in the development of the country’s film industry. The participation of diaspora filmmakers in the Armenian film industry is crucial, as it allows for a diverse range of perspectives and experiences to be represented in the films produced in Armenia.
The Gagik Tsarukyan Foundation and the Panarmenian Federation of Film Producers are also committed to supporting the sale of Armenian films, promoting emerging filmmakers, and securing international co-production deals. These efforts will help strengthen Armenia’s presence in the global film market and increase the visibility of its filmmakers and their works.
Goals of the New Alliance
The parties to the memorandum set ambitious goals:
- Facilitate the sale of Armenian films and their promotion at festivals;
- Support the development of new film projects;
- Seek international partners for films in production;
- Strengthen ties between Armenian and diaspora filmmakers;
- Position Armenia as a unique location for film shoots, travel, and cultural tourism.
According to the coordinator of the Gagik Tsarukyan Foundation, Iveta Tonoyan, participation in the film industry is a new and exciting area for the foundation, and the approach will be as responsible as possible. She emphasized that for successful film industry development, the efforts of professionals, business structures, and creative individuals must be united, creating new platforms for dialogue between all interested parties – from distributors and film policymakers to producers and human rights advocates.
The Armenian Pavilions as a Bridge Between Countries
The participation of Armenia in the Cannes Film Market with two pavilions is a historic event that highlights the growing importance of cinema in Armenia’s cultural and economic life. The country’s increasing visibility in the international film industry is an exciting development, as it paves the way for new opportunities, partnerships, and projects that could transform the Armenian film industry into a significant player on the global stage.
This move also highlights the unity of the public and private sectors in promoting Armenian cinema and creating a sustainable environment for filmmakers to thrive. The efforts to strengthen Armenia’s position in the international film industry are just the beginning of what promises to be a bright future for Armenian cinema.
Armenia’s presence at the Cannes Film Market is a crucial step toward establishing the country as a key player in the global film industry. With government support, private sector collaboration, and an increasing number of talented filmmakers emerging from Armenia, the future of Armenian cinema looks promising. Participation in events like Cannes will help to position Armenia as a key destination for international filmmakers and promote its cinema to a global audience.
