The Sarajevo Film Festival has introduced a new award, the Prix Cineplexx. It will be presented for the first time at its 32nd edition, which runs from Aug. 14 to 21.

The Prix Cineplexx is awarded to the best film in the Open Air Premiere program and is chosen by the festival audience. The prize has a total value of 20,000 euros ($22,900), comprising 15,000 euros in services for a marketing campaign in Cineplexx theaters to support the winning film’s theatrical distribution, and 5,000 euros in cash, presented to the film’s producer.

The Prix Cineplexx has been established in partnership with Cineplexx, the leading movie theater chain in Southeast Europe.

One of the festival’s most attended programs, Open Air was divided last year into two sections: Open Air and Open Air Premiere. Open Air Premiere showcases the region’s most eagerly awaited new works from across the former Yugoslavia, presented at the Uniqa Open Air Cinema Stari Grad, a venue whose technical capacities were significantly enhanced last year, with seating capacity doubled.

Jovan Marjanović, director of the festival, said, “This award represents far more than its monetary value. In addition to audience recognition, the winning film receives substantial marketing support for its theatrical release through one of the region’s largest cinema chains. This brings added value to the Open Air Premiere program and provides regional films with tangible support beyond the festival itself.”

Christof Papousek, CFO and co-owner of Cineplexx Group, and recipient of the 2024 Heart of Sarajevo, said, “For many years, we have proudly supported the Sarajevo Film Festival, one of the region’s most outstanding cultural events and a film festival of major artistic, industry and political significance. Our cinemas are dedicated to serving audiences through state-of-the-art infrastructure and diverse film programming. It therefore feels only natural for us to sponsor an award decided by the festival’s audience and dedicated to regional films.”

Cineplexx, based in Austria, comprises around 70 movie theaters in Austria, Croatia, Serbia, Montenegro, Slovenia, Bosnia and Herzegovina, North Macedonia, Albania, Kosovo, Greece, Romania and Italy, with more than 500 screens.