Innovation in Film Festivals: An Immersive Strategy for the +RAIN Film Festival

Abstract

Treball de fi de Màster en Cultura Digital i Mitjans Emergents (DiCEM)

Supervisor: Frederic Guerrero Solé

This research explores innovative strategies for enhancing audience engagement at film festivals in the digital age, with a specific focus on the +RAIN Film Festival. Drawing on a robust theoretical framework encompassing film festival studies, digital culture, interactivity and the application of artificial intelligence (AI) in creative industries, the study addresses the opportunities and challenges arising from the proliferation of emerging technologies. Employing a challenge-oriented, qualitative case study and content analysis approach, the study analyzes how immersive and intrecative models can bridge existing gaps in audience participation by responding to the needs and gratifications of different types of publics, while upholding the core values of community and artistic exchange. The proposal highlights the transformative potential of AI-driven creative practices within cinema, and presents a dual strategy for strengthen +RAIN’s impact: a professional-facing co-creation studio and a public-facing immersive installation. Through the case study of the +RAIN Film Festival, this thesis offers practical recommendations for festival innovation, aiming to balance tradition with digital advancement and ensure sustained relevance for contemporary audiences. The research contributes to academic discourse on cultural innovation and provides actionable insights for practitioners navigating the evolving landscape of film festivals.