04 October 2021

9.00 a.m. - 10.00 a.m (CET)
– About
– Programme
– Moderator
– Speakers




It’s All About Content – The Role of Local Film

In 2020, 15 European territories registered a market share for national films of above 25% - a record - as audiences returned during the summer to the sorely missed experience of enjoying a film together on the Big Screen.

With the support of local distributors and producers, national films’ market share reached new heights in Italy (56.6%), Poland (50%), Denmark (49.4%), Czechia (46.4%), France (44.9%) and Russia (46.9%).

Can we expect this trend to last? Will we see a more diverse slate in the future?


09:00 (CET)

● Welcoming words by UNIC

  • Arturo Guillén, EVP & Global Managing Director, Comscore

09:05 (CET)

● Welcome speech

  • Martin Dawson, Deputy Head of the MEDIA programme, European Commission

09:10 (CET)

● Opening interview

  • Arturo Guillén, EVP & Global Managing Director, Comscore
  • María Luisa Gutiérrez, Film Producer

09:20 (CET)

● Panel discussion

  • Daniela Elstner, Executive Director, Unifrance
  • Serena Gill, Head of Film, Everyman Media Group
  • María Luisa Gutiérrez, Film Producer
  • Anders Kjærhauge, CEO, Zentropa
  • Olga Zinyakova, CEO, KARO Cinema Chain

10:00 (CET)

● Closing remarks


Arturo Guillén joined ComScore in 2016 - one of the leading media measurement and analytics companies providing marketing data and analytics to enterprises, advertising agencies and publishers. Arturo Guillén has served as Vice President, Europe, the Middle East and Africa and India, Movies at ComScore, as VP, EMEA & India at Rentrak and since 2011 he has been a professor at the Escuela Superior de Cine y Audiovisuales of Catalonia, in the Master of Film Business Programme. He is now Executive Vice President and Global Managing Director of Movies at ComScore.


Martin is the deputy Head of Unit for Audiovisual Industry and Media Support Programmes in the European Commission. He focuses on the coordination of the new Creative Europe MEDIA programme, including the adoption of the annual Work Programmes and budgets as well as the monitoring of performance and results. He also contributes to taking forward the first Media and Audiovisual Action Plan adopted in December 2020.

Previously, Martin was deputy Head of Unit for Knowledge Sharing in DG Connect, responsible for facilitating collaboration across the Directorate General. Before that he had a varied career in European external relations and EU enlargement.

Born in Germany and a graduate of the Université Paris VII with a master's degree in Modern Literature, Daniela Elstner began her career in the French film industry at UniFrance in 1996. In October 1998 she joined Les Films du Losange, where she set up the production company's international sales department, alongside Margaret Menegoz. During her ten years with the company, Daniela Elstner expanded its operations in international sales and co-productions, and increased the number of film selections at festivals as well as films directed by leading names in the industry.

In 2008, Daniela Elstner moved to Doc & Film International as managing director and shareholder. Under her leadership, the film and television distribution company broadened its scope to include drama feature films and documentaries, building up a catalogue of over 800 films that are sold all around the world and have won acclaim from international critics and festivals (winning the Lion d'Or and two Golden Bear Awards).

Daniela Elstner has also served as President of the French Film Exporters' Association (ADEF) since 2015. She also holds the position of treasurer for the European sales agent organization Europa International and the Union of French Audiovisual Distributors (SEDPA). She has been the Executive Director at UniFrance since July 2019.

Serena Gill is the Head of Film for Everyman, a unique collection of cinemas that seeks to redefine the customer experience. Since she joined it in 2015, the company has opened a further 20 sites, taking its total to 35 cinemas across the UK.

Serena Gill’s current role focuses on programming and film strategy across the circuit, with the aim of offering a diverse programme that combines the best of mainstream and independent releases, as well as repertoire films and special events.

María Luisa Gutiérrez is a film producer and entrepreneur. She currently chairs Spain’s State Association of Film Producers (AECine), is a member of the Board of Directors of the Academy of Motion Picture Arts and Sciences of Spain, and combines her work as producer and executive producer, with teaching.

A founding partner of Bowfinger Internacional Pictures, dedicated to national and international production and co-production, María Luisa Gutiérrez is also the CEO of Amiguetes Entreprise and Amiguetes Entertainment. In recent years she has produced more than 25 films, including big box office hits such as Padre no hay más que uno or Padre no hay más que uno 2, with more than 2.5 million viewers and a box office record in 2019 and 2020, as well as titles such as Nieve negra, a box office hit in Argentina in 2017, Ola de Crimenes (2018) or Sin rodeos (2017), among others.

Anders Kjærhauge worked for more than 14 years in the police force in Denmark before joining the legal department of Zentropa. In 2003, he was appointed Head of the Legal Department and in 2007 Head of Administration. In 2016, Kjærhauge became CEO of the Zentropa Group. He has been the in-house legal advisor on all films produced by Zentropa since 1999, including several films directed by the very successful Danish directors Susanne Bier, Lone Scherfig, Lars von Trier, Thomas Vinterberg, as well as other talented Danish directors.

Zentropa has produced more than 200 international and Scandinavian quality features, co-productions and low budget films. With an annual turnover of almost EUR 30 million, Zentropa is the largest film production company in Scandinavia, a position it has maintained since 1994.

Over the years Zentropa has expanded beyond the limits of the Scandinavian territories, successfully establishing several production units in Europe. Films produced by Zentropa enjoy critical acclaim worldwide and have been rewarded with the most prestigious prizes the festival circuit has to offer, among these Palmes d’Or, the Academy Awards and the Silver Bear - the most recent success being the Oscar-winning co-production Druk.

Olga Zinyakova has been working in the cinema business for 16 years. She started her career in television, at Russian TV channels 1TV and TNT.

From 2008 to 2013, Olga Zinyakova held the position of CEO of PromoFilm, a company which specialises in movie advertising and promotion for 1TV, as well as the creation and implementation of advertising campaigns for movies in general. Since 2013, Olga Zinyakova has been the head of the advertising and marketing department of the chain of new generation cinemas, KARO, and in 2017 she was appointed President of the KARO Cinema Chain.