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A Familiar Face Returns to Lead France's Film Promotion Engine
Gilles Pélisson isn't going anywhere. The former TF1 Group chief has been unanimously voted in for another three-year run as president of Unifrance, the organization tasked with selling French cinema and television to the rest of the world. Pélisson first grabbed the reins back in 2022, and now he's set to guide the promotional body through what promises to be an increasingly complex global media landscape.
"I'm honored by the board's continued trust," Pélisson said in a statement following the vote. "Our mission to champion French audiovisual works internationally feels more vital than ever, even as the road ahead brings both certainties and uncertainties."
Steering Through Historic Transformation
The past three years haven't exactly been a cakewalk. Pélisson inherited the helm just as Unifrance was digesting a major merger with TV France International back in 2021. a consolidation that brought France's film and television promotion efforts under one unified roof. The move was designed to create a more streamlined approach to international marketing, recognizing that the traditional boundaries between movies, series, and documentaries have become increasingly blurry in the streaming era.
Working alongside executive director Daniela Elstner, Pélisson has focused on boosting the visibility of French productions at the world's premier festival circuits and markets. Think Cannes, Berlin, Toronto, and Unifrance's own signature Rendez-Vous events, which pull together international buyers, distributors, sales agents, and press from across the globe.
Betting Big on Animation and Cross-Border Collaboration
French animation has emerged as one of the country's most reliable export categories, and Pélisson has clearly taken notice. In previous comments to Variety, he's pointed to the sector's deep talent pool, robust production infrastructure, and a distinctive flair for auteur-driven storytelling that resonates with audiences far beyond France's borders.
Co-productions have also proven instrumental in keeping French companies connected to global financing and distribution networks. Rather than going it alone, French producers are increasingly partnering with international counterparts, creating content that travels more easily across cultural and linguistic lines.
Looking Ahead: Building on a Solid Foundation
Unifrance, which traces its roots all the way back to 1949, now represents more than 1,000 industry professionals. including producers, exporters, directors, actors, agents, and distributors. That's quite the network to leverage.
Pélisson has emphasized that the organization will continue leaning on France's formidable support system, including backing from the CNC (the country's national film board) and the Ministry for Europe and Foreign Affairs. The plan is to double down on proven events while simultaneously exploring fresh initiatives that can expand French content's footprint in emerging markets.
With streaming platforms reshaping how content gets discovered and consumed, Unifrance's next chapter will likely involve some creative strategizing about where and how French productions can capture international attention. Under Pélisson's steady hand, the organization appears well-positioned to navigate those shifting currents.
