EU film festivals – balancing and harnessing the ambiguity of competitiveness and public diplomacy

European Union (EU) film policy can be understood as a balancing act between multiple, and at times contradictory, objectives. These objectives aim not only to strike an equilibrium between artistic expression and commercial demands but also to pursue the twin goals of enhancing the competitiveness of the European film industry and employing European film as a tool in the EU’s external relations. This article explores the EU Film Festivals (EUFF), a programme initiated and funded by the European External Action Service (EEAS) and highlighted as a strategic tool in the European Commission’s communication entitled Towards an EU Strategy for International Cultural Relations. The analysis reveals the ambiguity of the diplomatic discourses and practices involved in the EUFF. Opposing the prevailing view in cultural policy literature, which tends to regard ambiguity negatively, the analysis reveals that actors on the ground use EU policy ambiguity to create opportunities to advance the EU’s actions in the fields of film and cultural relations.