Navigating the Middle Ground: The Necessity of Middle Films for Audience Engagement in Romania

Abstract

In the contemporary digital landscape, audiovisual consumption patterns and film marketing strategies have undergone significant transformations, strongly influenced by the proliferation of social media and streaming platforms. Audiences now engage intensively with personalized and interactive content across diverse digital channels, prompting distributors to rethink traditional marketing approaches. Particularly in territories like Romania – categorized by the EU as low-capacity in film production – the lack of middlebrow cinema that effectively bridges artistic and commercial appeal poses substantial challenges. Historically dominated by internationally acclaimed auteur films, the Romanian industry now confronts a critical disconnect with local audiences, who perceive these films as inaccessible and overly intellectual. Conversely, influencer-driven commercial films have surged in popularity but frequently compromise artistic quality, highlighting the urgent need for balanced “middle” productions. Drawing on expert insights from leading Romanian film professionals and case studies of recent local successes such as Două lozuri (Two Lottery Tickets) and Anul Nou care n-a fost (The New Year That Never Came), this paper analyses innovative marketing campaigns leveraging targeted social media strategies, influencer engagement, and community-driven promotional efforts. It argues that developing middlebrow cinema accompanied by sophisticated digital marketing can enhance audience diversity, support sustainable growth of the Romanian film industry, and reconnect domestic viewers with locally-produced content, bridging the persistent gap between international critical acclaim and genuine public interest.