SAINT-PAUL-DE-VENCE, FRANCE — The global film industry is heading toward a major reckoning as artificial intelligence, social media, shrinking cinema audiences and mounting financial pressures rapidly transform how movies are made, funded and consumed.
Now, France and South Korea are bringing governments, Hollywood studios, technology companies and creative leaders together to confront one pressing question:
Can the traditional film industry adapt before technology changes it beyond recognition?
French President Emmanuel Macron and South Korean President Lee Jae-myung will co-chair the inaugural Lumière Summit on Sept. 7 in Saint-Paul-de-Vence, France, a high-level international gathering dedicated to the future of cinema and the moving image. The summit is expected to bring together industry leaders, policymakers and representatives from major entertainment companies, including Disney, NBCUniversal and Netflix.
AI Is No Longer a Future Problem for Hollywood
Artificial intelligence is expected to dominate discussions at the summit.
The technology is rapidly changing filmmaking—from script development and visual effects to dubbing, editing and digital performers. But its rise has also intensified fears among actors, writers and other creative workers about job displacement, copyright and the unauthorized use of their work.
Organizers say the challenge is not simply whether the industry should embrace AI, but how it can adopt new technology while protecting creators and ensuring they are fairly compensated for the value they generate.
The debate comes after years of turmoil in Hollywood and the wider entertainment sector, where disputes over AI and streaming economics became central issues during recent industry labor conflicts.
For filmmakers, the stakes are enormous.
AI could lower production costs and expand creative possibilities—but it could also disrupt traditional jobs and place more power in the hands of major technology companies.
Cinema Is Fighting for Attention
The Lumière Summit will also address another growing threat: the battle for audiences.
Movie theaters are no longer competing only with other cinemas.
They are competing with Netflix, YouTube, TikTok, gaming platforms and an endless stream of short-form content designed to capture people’s attention within seconds.
Summit organizers describe this as the rise of the “attention economy,” where audiences increasingly consume entertainment through digital platforms rather than traditional theaters and television.
The weakening of the theatrical model, changing audience habits and rapid technological transformation are among the structural pressures reshaping the industry.
The question facing studios is becoming increasingly urgent:
How do you convince audiences to spend two hours watching a film when social media platforms are competing for every second of their attention?
Hollywood’s Financial Model Is Under Pressure
Money is another major issue.
The cost of producing major films continues to rise, while studios face increasing uncertainty over theatrical revenue, streaming profitability and global distribution.
The summit will examine new financial models and risk-sharing strategies that could help sustain ambitious filmmaking in an increasingly fragmented market.
Recent industry developments have highlighted the problem. Reuters reported that Hollywood has been facing a broader crisis marked by fewer productions, rising costs and increasing caution among studios about taking creative and financial risks.
That pressure is not limited to Hollywood.
Independent filmmakers and smaller national industries often face even greater difficulties securing financing and competing with multinational streaming companies.
Why France and South Korea Are Leading the Conversation
The partnership between France and South Korea is particularly symbolic.
France is widely regarded as one of cinema’s historic powerhouses and has long maintained policies designed to protect and support domestic filmmaking.
South Korea, meanwhile, has emerged as one of the world’s most influential modern cultural exporters.
The global success of Korean films, television dramas and K-pop has demonstrated that non-English-language entertainment can compete successfully on the international stage.
The summit itself is named after Auguste and Louis Lumière, pioneers of early cinema, linking the birthplace of filmmaking with a debate over its future.
For France, the gathering is also an opportunity to reinforce its position as a major global center for cinema, television, animation and video games.
For South Korea, participation reflects the country’s expanding influence as a global entertainment powerhouse.
More Than Movies: The Future of the Entire Moving-Image Industry
The summit’s scope extends beyond traditional cinema.
Organizers say discussions will include film, television, audiovisual content and gaming, reflecting how the boundaries between entertainment industries are increasingly disappearing.
The official program includes discussions focused on:
- Artificial intelligence and creative industries
- Protecting the role and value of creators
- New financing models
- Reaching younger audiences
- Competition with social media platforms
- Cultural diversity
- Media literacy
- The future of theatrical cinema
- Expanding audiences in emerging markets
Particular attention will also be given to reaching audiences in regions including sub-Saharan Africa and South Asia, areas with rapidly growing populations and enormous potential for the global entertainment industry.
Can the Film Industry Agree on a New Future?
Perhaps the biggest challenge is that the people gathering at the Lumière Summit do not all have the same interests.
Technology companies want innovation.
Studios want sustainable profits.
Governments want to protect national cultural industries.
Creators want their work and intellectual property protected.
Streaming platforms want flexibility.
And audiences increasingly want entertainment that is cheaper, faster and available instantly.
Finding common ground will not be easy.
But organizers hope the summit can move beyond speeches and produce practical cooperation between governments, businesses and cultural institutions.
Cinema’s Biggest Fight May Be Happening Right Now
The global film industry has survived enormous technological revolutions before—from silent movies to sound, black-and-white to color, television to streaming.
But the current transformation may be happening faster than any previous disruption.
AI is changing how content can be created.
Social media is changing how audiences consume it.
Streaming has changed how films are distributed.
And financial pressure is changing which stories studios are willing to fund.
The Lumière Summit will not solve every problem facing cinema in a single day.
But the fact that world leaders, Hollywood studios, technology companies and creative industries are gathering around the same table reflects a growing recognition of one reality:
The future of cinema is no longer just about making better movies. It is about deciding who controls the stories, the technology, the money—and ultimately, the audience.
WWC ONE MEDIA J.M.D
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