At Cannes, sustainability becomes part of producer training

From 13 to 18 May 2026, EcoMuvi returned to the Cannes Marché du Film as part of impACT Lab, the programme dedicated to a new generation of international producers. Ludovica Chiarini, CEO of EcoMuvi, was one of the eight experts involved in this year’s edition. This marked EcoMuvi’s fifth consecutive year of participation and training activities at the market.

The central event was a two-hour workshop for the selected producers, who attended Cannes with the support of international film funds and organizations. The session explored the environmental, social, economic and cultural dimensions of sustainability, connecting general principles, operational challenges and practical tools applicable to productions from very different contexts.

The workshop focused on a key principle: sustainability is most effective when integrated during the development stage. At this point, it is still possible to shape the production plan, logistics, procurement, mobility, materials, working conditions, relationships with local communities and data collection. The methodology does not offer a one-size-fits-all solution, but a rigorous process for defining priorities, responsibilities and evidence according to the scale and characteristics of each project.

EcoMuvi’s work at Cannes also extended beyond the workshop. It hosted a roundtable within the Producers Network, recorded an episode of the International Screen Sustainability Podcast produced by Greenlit, and took part in discussions on film finance, producer wellbeing, data quality and the transparency of production processes. A clear demand emerged from these exchanges: the industry needs measurable tools that connect sustainability with competitiveness, access to resources and quality of work.

The Marché also provided an opportunity to strengthen dialogue with funds, institutions, sustainability professionals and financial stakeholders. The Hubert Bals Fund offered a concrete example of how sustainability criteria can be integrated into project selection, while discussions around ASPA reinforced the need to recognize and represent the professionals making this transition possible.

Cannes therefore confirms its role not only as a showcase, but also as an international laboratory: a place to share experience gained on set, understand how the market is changing and build alliances between training, finance and responsible production.