The Screen in the Crosshairs of History

French President Emmanuel Macron recently called for a “new multilateralism” in creative industries, recognizing the critical juncture at which the moving image industry finds itself. This call is not merely a nod to the past but a recognition that economic and cultural implications must be considered when shaping the future.

The rise of screens has been transformative. From early cinema to streaming services and social media, these devices have brought unprecedented access to films, ideas, and cultures from around the world. However, this access comes with problems: decreased attention span, increased cognitive overload, and concerns about how screens shape our perceptions.

A paradox exists: we spend more time staring at screens but less engaging with their intended content. This highlights a fundamental issue – the difference between content and creation. While an endless supply of images can be mesmerizing, works that require time, talent, risk, and intention to create hold true value.

These works are economically vital and culturally significant, preserving memory, giving form to experience, and allowing one society to enter another’s imagination. They also offer a counterpoint to the algorithm-driven world where attention is optimized for engagement rather than genuine interaction.

The transformations within screen industries are multifaceted: fragmentation of attention, concentration of channels, changes in financing models, new forms of production and distribution, and the emergence of generative artificial intelligence. These changes, while seemingly inevitable adaptations when considered separately, collectively reshape how images are created, financed, distributed, and seen.

The moment for a new multilateralism is not about adapting to change but seizing an opportunity to redefine our relationship with screens and their contents. This requires cooperation between governments, creators, studios, producers, broadcasters, platforms, cinemas, and public institutions – a dialogue that acknowledges complexity and seeks solutions rather than defending outdated models.

We cannot afford to wait for the dust to settle before acting in this new era. The purpose of multilateral effort should be to build conditions for a richer creative future, where ambitious works are created, circulated, and appreciated by audiences worldwide.

The stakes are high: if we lose our capacity to finance bold works, take risks on new voices, or sustain institutions that bring these works to life, the consequences will be profound. Our screens may soon be filled with images rather than ideas, further fragmenting public conversation and making it angrier and more fragmented.

We have a choice – to reshape our relationship with screens or continue down a path of diminishing returns. Macron’s call for a new multilateralism in creative industries is a clarion call to action, reminding us that the value we give to creative works goes far beyond economic concerns, touching on cultural and democratic values.

As we move forward, it’s essential to engage with this complex landscape with the same seriousness we bring to trade, climate, and security. The future of our societies depends on it: not just their economic viability but also their capacity for meaningful public conversation and genuine creative expression.

The screen is a tool that has transformed human history; now, it’s time to ensure its legacy is one of unity rather than fragmentation – of creativity over commercialism.