Industry Insights – The EFM Podcast is presented by the European Film Market of the Berlinale. This podcast episode was made in collaboration with PUBLIKUM.

In a new collaborative series with PUBLIKUM titled "The Claim" the podcast brings together leading industry voices to debate findings from AI-driven audience research. Hosted by Niels Alberg and Rikke Flodin from PUBLIKUM, each session recorded live during the EFM challenges experts to reconcile data-driven insights with creative intuition.

In this episode, the hosts and guests explore the claim that "the audience wishes we would mix more tropes with art and originality," sparking a deep dive into narrative framing, storytelling conventions, and the balance between familiarity and surprise. The discussion examines how audiences are drawn to stories that offer both orientation and the unexpected, offering unique insights into how producers and distributors are currently navigating these dynamics from both a creative and market perspective.

Sol Bondy is a producer at One Two Films. Jan Krüger is a distributor and producer at Port Au Prince. Niels Alberg is the Co-founder and Partner at PUBLIKUM. Rikke Flodin is a Partner at PUBLIKUM and an expert in audience research.

The Berlinale’s European Film Market is the first international film market of the year, where the film industry starts its business. Industry Insights - The EFM Podcast puts a spotlight on highly topical and trendsetting industry issues, thereby creating a compass for the forthcoming film year. The year-round podcast is co-funded by Creative Europe MEDIA.