Abstract
This research aims to identify challenges and solutions for enhancing the prominence of Iranian films in festivals, particularly the Fajr Film Festival. As the key platform for showcasing Iranian cinema, the Fajr Film Festival plays a crucial role in strengthening its international credibility. A systematic literature review of 58 selected articles out of 136 highlights the main challenges: (1) inadequate use of modern technologies, such as digital platforms, limiting global visibility; (2) technical and logistical issues in the film selection process, reducing quality and competition; (3) weak marketing strategies, leading to low international awareness; (4) competition from prestigious global festivals, which limits opportunities for Iranian films; (5) contextual barriers affecting global perceptions; (6) structural and managerial issues, including government dependency and poor inter-departmental coordination; and (7) jury challenges, such as lack of standardized criteria and subjective evaluations, impacting fair assessments. The findings suggest that to improve the prominence of Iranian films, it is crucial to reevaluate policies, adopt new technologies, enhance marketing strategies, and improve managerial processes.
Keywords: Film authority, cultural branding, Iranian festival, cultural diplomacy, Fajr Film Festival.
 
Introduction
This study aims to identify the challenges and solutions for enhancing the authority of Iranian films participating in festivals, with a particular focus on the Fajr Film Festival. The Fajr Film Festival, as the most significant event for showcasing and evaluating Iranian films, plays a crucial role in enhancing the international credibility of Iranian cinema. Despite its annual occurrence and the participation of various Iranian films, the festival has not yet achieved the level of international recognition necessary for elevating the authority of Iranian films. Key challenges include inadequate use of modern technologies, weaknesses in the management and executive processes, structural inconsistencies, and issues related to film evaluation. Therefore, the main objective of this research is to explore these challenges and propose effective strategies to enhance the prominence of Iranian films at the Fajr Film Festival and in global cinema.
 
Materials & Methods
This research employs a systematic literature review methodology. A comprehensive search for relevant studies was conducted across scholarly databases such as Web of Science, Elsevier, Springer, ScienceDirect, and Wiley Online Library. Keywords related to authority, film branding, Fajr Film Festival, digital marketing in cinema, and structural challenges in film festivals were used. Initially, 136 articles were identified and analyzed, from which 58 studies with the most relevant content were selected for a deeper investigation. The study followed a six-step process for conducting a systematic review, including the search strategy, identifying relevant studies, quality screening, qualitative evidence extraction, thematic analysis, and synthesis of findings. A total of 109 qualitative pieces of evidence were extracted from 49 sources and categorized into seven main themes: technology-related barriers, technical challenges, marketing and promotion issues, competitive obstacles, contextual barriers, structural and managerial problems, and issues with the film evaluation process. These insights were then utilized to formulate strategies aimed at improving the authority of Iranian films in international festivals.
 
Discussion & Result
The findings reveal several key challenges in enhancing the prominence of Iranian films at the Fajr Film Festival. One major issue is the lack of effective use of modern digital platforms and online technologies. Digital media and social networks have the potential to expand the visibility of films on a global scale, but their underutilization at the Fajr Film Festival has hindered the international recognition of Iranian films. Additionally, technical barriers such as the complexity and lack of transparency in the film selection process have made it difficult for filmmakers to effectively present their work. This lack of clarity and inefficiency in the selection process undermines the quality of the festival's offerings and limits its impact on global audiences. Furthermore, structural and managerial issues, such as the over-reliance on government institutions and poor coordination between different departments, have adversely affected the organization and execution of the festival. In the marketing and promotional areas, a lack of comprehensive strategies and the underutilization of digital advertising tools have prevented Iranian films from gaining significant international exposure. Additionally, competition from well-established global festivals has limited the opportunities for Iranian films to stand out, while the absence of robust strategies for increasing the festival’s global competitiveness remains an obstacle. Finally, cultural and contextual barriers, including gender discrimination and political issues, have also played a role in the underrepresentation of Iranian films on the world stage.
 
Conclusion
Based on the findings, it is clear that enhancing the authority of Iranian films at festivals, particularly the Fajr Film Festival, requires significant structural and strategic reforms. One of the key recommendations is the optimal utilization of modern technologies, especially digital platforms and social media, to increase the visibility of Iranian films on a global scale. The integration of online screenings and live streaming capabilities would allow the festival to transcend geographical limitations and offer greater access to international audiences. Additionally, establishing clear and standardized criteria for film selection and evaluation is critical to improving the fairness and quality of the selection process. This would help eliminate the subjective nature of current evaluations and increase the credibility of the festival’s awards. In terms of marketing, the implementation of innovative and effective digital marketing campaigns is essential to raise global awareness of Iranian films. Moreover, improving organizational efficiency and securing better financial and institutional support from both public and private sectors will enhance the festival’s overall execution. The festival must also enhance international collaborations and foster greater intercultural dialogue to improve the global positioning of Iranian cinema. Finally, this study emphasizes that the Fajr Film Festival must leverage its potential as a cultural and artistic platform to strengthen cultural diplomacy and enhance the global stature of Iranian films.