Interdisciplinary Studies in Media and Culture

Challenges and Solutions for Enhancing the Authority of Iranian Films in the Fajr Film Festival: A Systematic Literature Review

Document Type : .

Authors

ali saeida 1
mahdi abdolhamid 2
mohammad abdolhosseinzadeh 2

1 MSc Student .Mba. School of Management,Economics and Progress Engineering,Iran University of Science and Technology, Tehran, Iran

2 Assistant Professor, School of Management,Economics and Progress Engineering,Iran University of Science and Technology, Tehran, Iran

10.30465/ismc.2025.51994.2960
Abstract
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.

Keywords

Film authority
cultural branding
Iranian festival
cultural diplomacy
Fajr Film Festival
اسفندیاری، شهاب و جمعه، مریم. (1398). جریان­های «آلترناتیو» در سینمای جهان و ایران (مطالعه موردی جشنواره فیلم عمار). فصلنامه علمی مطالعات میان رشته ای ارتباطات و رسانه، 2(3)، 81-106.
اکبرزاده جهرمی، سیدجمال­الدین. (1397). نقش جشنواره­های فیلم در سیاستگذاری فرهنگی، تحلیل محتوای کیفی جشنواره تلویزیونی جام­جم و جوایز کلدن­گلوب. فصلنامه انجمن ایرانی مطالعات فرهنگی و ارتباطات، 4(53)، 123-157.
بیچرانلو، عبدالله و ساعی، محمدحسین. (1389). بررسی دیدگاه­های فعالان و منتقدان سینمایی کشور درباره بیست و هشتمین جشنواره فیلم فجر. فصلنامه مطالعات فرهنگ-ارتباطات، 11(9).
حیدریان، گالیا، حسن پور قروقچی، اسماعیل، مکی­زاده، وحید و غفورنیا، محمد. (1402). زیرساخت‌ها و عوامل موثر بازاریابی سینمایی موفق. مدیریت تبلیغات و فروش، 4(1)، 64-91.
خجسته، حسن و دباغ، علیرضا. (1403). معیارسازی برای داوری فیلم سینمایی با استفاده از دانش ضمنی داوران و کارشناسان. فصلنامه علمی مطالعات فرهنگ – ارتباطات، 25(100)، 205-177.
رهنمایی، حامد و عادل، شهاب­الدین. (1399). آسیب­شناسی جشنواره بین­المللی فیلم­های 100 ثانیه­ای و ارائه راهکارهای مدیریتی. فصلنامه رویکردهای پژوهشی نوین در مدیریت و حسابداری، 4(40)، 49-62.
سالمی، احسان، عبدالحمید، مهدی، عسگری­کیا، فرشاد، سروندی، معصومه. (1400). ارائه نگاشت راهکارهای مرجعیت جشنواره جهانی فیلم فجر. رسانه و فرهنگ، پژوهشگاه علوم انسانی و مطالعات فرهنگی. 11(2)، 241-274.
صائمی، سیدرضا. (1397). سینما به مثابه دیپلماسی فرهنگی. مورخ 06/02/1397، وبگاه جشنواره جهانی فیلم فجر. http://www.fajriff.com
صلواتیان، سیاوش، روحبخش، مهناز، و درفشی، احمدرضا. (1397). عوامل موثر بر بازاریابی فیلم­های سینمایی ایرانی از طریق رسانه­های اجتماعی. مطالعات فرهنگ - ارتباطات، 19(41 (مسلسل 73) )، 151-175. SID.
عرفان­منش، ایمان. (1401). آسیب­شناسی فرهنگی جشنواره فیلم فجر از منظر سینمای تمدنی: مطالعه موردی چهلمین دوره. فصلنامه راهبرد اجتماعی فرهنگی، 11(2)، 349-376.
قاسمی، حاکم. (1391). خلاصه پژوهشی طرح «بررسی ابعاد جشنواره­ها و جوایز مهم فرهنگی جهان». تهران: پژوهشگاه فرهنگ، هنر و ارتباطات وزارت ارشاد.
محرمی، جواد. (1396). فرهنگ و هنر. جوان آنلاین، بازیابی از https://www.javanonline.ir/fa/news/847453
معاونت پژوهش­های اجتماعی و فرهنگی، دفتر مطالعات فرهنگی و آموزش. (1400). راهکارهای اصلاح جشنواره فیلم فجر؛ با تأکید بر سیاست ها و شیوه برگزاری (ویرایش دوم). مسلسل 18046.
موذن، حسین، کاوسی، سماعیل، و عامری شهرابی، محسن. (1399). بررسی چالش­های فراروی توسعه هنرهای نمایشی در مراکز فرهنگی هنری کانون پرورش فکری کودکان و نوجوانان. تفکر و کودک، پژوهشگاه علوم انسانی و مطالعات فرهنگی، 11(2)، 279-302.
میراحسان، احمد. (1386). جشنواره سینمایی و سیمای جشنواره­ای. ماهنامه آینه خیال، 4، 86-91.
میرمحرابی، رضا، روشندل اربطانی، طاهر، فرهنگی، علی­اکبر، ابطحی، عطاالله. (1403). شناسایی بایسته­های ارتقاء جایگاه بین­المللی سینمای ایران. مدیریت فرهنگی، 1(18).
میرمحرابی، رضا، روشندل­اربطانی، طاهر، فرهنگی، علی­اکبر، ابطحی، عطاالله. (1401). طراحی مدل سیاست­گذاری در سینمای ایران با هدف ارتقای جایگاه بین­المللی آن. مدیریت دولتی، 14(2)، 169-194.
Aaker, D. A. (1996). Building Strong Brands. Simon and Schuster.
Aaker, D. A. (2012). Building strong brands. Simon and schuster.
Adilla, A., Suparto, D., & Irawan, R. R. (2023). An Investigation of Marketing Strategies for Cinema Media Advertising in Indonesia: Comparative Analysis between Conventional and Digital Ages. International Journal of Sustainable Development & Future Society, 1(2), 58-67.
Agarwal, P., Pathak, R. C., Singh, R., Gehlot, A., Akram, S. V., & Thakur, A. K. (2025). Technological Emergence of Promotional Strategies for Commercialized Indian Cinema: Industry 4.0 Aspect. SN Computer Science, 6(3), 1-18.
American Marketing Association AMA. Topics- Branding. URL: https://www.ama.org/topics/brand-ing/. Accessed on 2.3.2023.
Anand, P., Srudin, J., & Rashmi, J. M. (2019). Branding in movies and its influence on buying behaviour. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 8.
Armstrong, K. (2021). Virtual visibility and the film festival circuit. Afterimage, 48(1), 10-18.
Báez-Montenegro, A., & Devesa-Fernández, M. (2017). Motivation, satisfaction and loyalty in the case of a film festival: differences between local and non-local participants. Journal of Cultural Economics, 41, 173-195.
 
Banerjee, S. (2024). Film Festivals and Cultural Diplomacy: The Role of International Cinema in Global Relations. Shodh Sagar Journal of Language, Arts, Culture and Film, 1(1), 36-41.
Barker, T. (2024). Reshaping production practices: European film festivals, new Indonesian cinema, and the creative producer. New Review of Film and Television Studies, 22(2), 556-576.
Chen, Y. (2024). Understanding online film supply chain and effects of online platforms and film quality attributes on audiences' experience, satisfaction, and loyalty (Doctoral dissertation, University of Sheffield).
Chen, Z., & Yu, T. (2024). Festivals and digitalisation: a critique of the literature. Tourism Critiques: Practice and Theory, (ahead-of-print).
Chou, Y., & Lin, W. (2025). Sequential film marketing in China: The study of social platforms and their impacts. Digital Business, 100107.
Colbert, F. (2003). Entrepreneurship and leadership in marketing the arts. International journal of arts management, 30-39.
Dinis, M. G., Eusébio, C., & Breda, Z. (2020). Assessing social media accessibility: the case of the Rock in Rio Lisboa music festival. International Journal of Event and Festival Management, 11(1), 26-46.
Dreyer, A., & Slabbert, E. (2012). Exploring branding associations in festival branding.
Ehrich, M. E., Burgdorf, K., Samoilova, Z., & Loist, S. (2022). The film festival sector and its networked structures of gender inequality. Applied Network Science, 7(1), 20.
Filipov, M. (2021). Branding a City with Film Festivals. Икономика и управление, 18(1), 137-143.
Giraldi, A., & Cesareo, L. (2017). Film marketing opportunities for the well-known tourist destination. Place Branding and Public Diplomacy, 13, 107-118.
Grunwell, S. (2007). Film festivals: An empirical study of factors for success. Event management, 11(4), 201-210.
 
Hauptfleisch, Temple (2007) Festival as Eventifying Systems in Festivalising: Theatrical Events, Politics and Culture Edited by Temple Hauptfleisch, Shulamith Lev-Aladgem, Jacqueline Martin, Willmar Sauter and Henri Schoenmakers. Brill.
Hunter, R. (2018). Genre Film Festivals and Rethinking the Definition of ‘The Festival Film’. International film festivals: Contemporary cultures and history beyond Venice and Cannes, 90-105.
HyunHee, K. (2021). A Study on the Comparative Analysis of the Components of Official Poster Design of China-Korea International Film Festival-Focused on the Shanghai International Film Festival in China and Busan International Film Festival in Korea. Journal of Digital Art Engineering and Multimedia, 8(2), 133.
Janes, S. (2015). 1-18-08—Viral Marketing Strategies in Hollywood Cinema. In Besides the Screen: Moving Images through Distribution, Promotion and Curation (pp. 87-104). London: Palgrave Macmillan UK.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57,(1), 1-22.
Kerrigan, F. (2024). The need for responsible film marketing. In Responsible Marketing for Well-being and Society (pp. 311-334). Routledge.
Kohli, G. S. (2017). Film or film brand? Investigating consumers’ engagement with films as brands (Doctoral dissertation, Brunel University London).
Kohli, G. S., Yen, D., Alwi, S., & Gupta, S. (2021). Film or film brand? UK consumers’ engagement with films as brands. British Journal of Management, 32(2), 369-398
Lee, Y. K. (2016). Impact of government policy and environment quality on visitor loyalty to Taiwan music festivals: Moderating effects of revisit reason and occupation type. Tourism Management, 53, 187-196.
 
**Loist, S. (2016). The film festival circuit: Networks, hierarchies, and circulation. In Film Festivals (pp. 49-64). Routledge.
 
Mathieu, C., & Bertelsen, M. (2011). Creativity at work: Film festival prize juries.
Nikolic, D., Kostic-Stankovic, M., & Jeremic, V. (2023). How does genre preference influence the importance of film marketing mix elements: evidence during the COVID-19 pandemics. Economic research-Ekonomska istraživanja, 36(1).
O'Keefe-Smith, E. (2023). Social Media Strategies That Lead to Success in the Film Industry. Walden University.
Pytel, D., & Bugaj, J. (2024). Strategic management approaches in the evolution of cinema chains. Journal of Management and Financial Sciences, (52), 9-28.
Rüling, C. C., & Pedersen, J. S. (2010). Film festival research from an organizational studies perspective. Scandinavian Journal of Management, 26(3), 318-323.
 
Ryan, W. G., Fenton, A., Ahmed, W., & Scarf, P. (2020). Recognizing events 4.0: The digital maturity of events. International Journal of Event and Festival Management, 11(1), 47-68.
Sassatelli, Monica (2011) Urban festivals and the cultural public sphere Cosmopolitanism between ethics and aesthetics in Festivals and the Cultural Public Sphere Edited by Liana Giorgi, Monica Sassatelli and Gerard Delanty. Routledge.
Schaaf, E. R. (2017). Innovative marketing strategies to increase the attendance to cinemas and the purchase of legal movies (Doctoral dissertation, Thesis. Erasmus School of Economics, Erasmus University, Rotterdam).
Sel, Z. G., & Aktas, G. (2019). Advertising Events: Content and Semiotic Analyses of Cannes Film Festival Posters. Event Management, 23(2), 207-221.
 
Taillibert, C., & Vinuela, A. (2021). Festival Scope, a festival-on-demand platform: Online enhancement of the gatekeeping power of film festivals. Loisir et Société/Society and Leisure, 44(1), 104-118.
Valck, M. D., Kredell, B., & Loist, S. (2016). Film festivals: history, theory, method, practice.
Vallejo, A. (2020). Rethinking the canon: the role of film festivals in shaping film history. Studies in European Cinema, 17(2), 155-169.
Wang, A. (2024). An Analysis of the Marketing Strategy of Domestic Art Films in the New Media Era: A Case Study of Only the River Flows. Lecture Notes in Education Psychology and Public Media, 42, 56-62.
Wang, Y., Zhao, D., & Li, Y. (2023). Film Marketing in the context of New Media. Lecture Notes in Education Psychology and Public Media, 3, 767-774.
Wong, C. H. (2011). Film festivals: Culture, people, and power on the global screen. Rutgers University Press.
Xue, D. (2024). A study of evolution of film marketing in the digital age. In SHS Web of Conferences (Vol. 193, p. 04003). EDP Sciences.
Zemaityte, V., Karjus, A., Rohn, U., Schich, M., & Ibrus, I. (2024). Quantifying the global film festival circuit: Networks, diversity, and public value creation. Plos one, 19(3), e0297404.
Interdisciplinary Studies in Media and Culture
Volume 15, Issue 2 - Serial Number 30
Autumn and Winter 2025-2026
March 2026
Pages 273-312

  • Receive Date 19 May 2025
  • Revise Date 08 November 2025
  • Accept Date 09 November 2025
  • Publish Date 20 February 2026

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us