How I choose which films I bring to Switzerland

Many people think that if a film is a success in the region, it will automatically have an audience in the diaspora too. But honestly — it is not quite like that.

The audience in Switzerland reacts differently — here people choose more carefully what they will spend their time on, especially when it comes to films from back home.

That is why every film we bring goes through one important question: will the audience here truly feel this film?

Sometimes a film has excellent viewership in Serbia or the region, but it simply does not "work" in the diaspora. And sometimes a quieter, smaller film appears that completely surprises you and finds its audience precisely because it carries emotion, honesty, or a theme people here can connect with.

When I choose a film, I do not look only at production quality or famous names — I think about how viewers in the diaspora will receive it.

Does this film have a story that stays with you, does the audience leave the hall and keep talking about it? Does it carry something of ours — recognisable, honest?

That is what I am looking for.

Of course, there is another side that the audience often does not see. Distributing a film across Europe does not just mean sending it to cinemas. There are negotiations with cinema chains, scheduling, marketing, translations, subtitles, technical preparation, campaigns, promotion…

And a constant balancing between art and the reality of the market.

It can sometimes be very stressful, but then comes a screening of a film that speaks to the audience here, that simply touches us. When I see the bright faces leaving a foreign cinema after watching one of our films, I know we have truly done something big.

Film has a special power: it can bring back memories, it can open up themes we have long carried within us, and finally, it can connect people who have never met before.

That is exactly why I believe films from back home carry far greater value in the diaspora than people think.

They are not just entertainment — they are part of our identity.

— Evica