The Sarajevo Film Festival has announced the creation of a new honor, the Prix Cineplexx, which will be awarded to the top feature film in its Open Air Premiere category. This unique accolade will be determined by audience votes, emphasizing the importance of viewer engagement in the film industry.

This award, a joint effort with Cineplexx, a prominent cinema chain in Southeast Europe, is designed to reinforce the vital link between a film's recognition at festivals and its subsequent presence in cinemas. It underscores a collective dedication to ensuring movies are experienced on the big screen. The prize package totals 20,000 euros (approximately $22,855 USD), with 15,000 euros allocated for a marketing campaign across Cineplexx theaters to support the winning film's distribution, and an additional 5,000 euros presented directly to the film's producer.

Jovan Marjanović, director of the Sarajevo Film Festival, highlighted the award's significance beyond its financial value. He stated that the winning film not only receives audience acknowledgment but also crucial marketing backing for its theatrical release through one of the region's largest cinema networks. This, he noted, enhances the Open Air Premiere program and offers concrete support for regional films extending beyond the festival itself. Christof Papousek, CFO and co-owner of Cineplexx Group and recipient of the 2024 Heart of Sarajevo Award, echoed this sentiment, emphasizing Cineplexx's long-standing support for the festival and their commitment to providing audiences with diverse film programming and cutting-edge infrastructure. He expressed anticipation for celebrating the inaugural winner of the Prix Cineplexx at the upcoming festival, scheduled from August 14-21 in the Bosnian and Herzegovinian capital.

This initiative by the Sarajevo Film Festival and Cineplexx is a testament to the enduring power of cinema and the shared belief in the communal experience of watching films in theaters. By celebrating audience favorites and providing tangible support for their theatrical distribution, this new award champions the art of filmmaking and its connection to a broader audience, fostering a vibrant future for the film industry.