How the Sarajevo Film Festival shapes careers and BiH's global image

Geopolitical analysts have even highlighted SFF alongside Havana as one of the world’s most strategically positioned film festivals—arguably surpassing Cannes, Berlin, and Venice.

Spela Cvitkovic Ilicic, a Croatian journalist based in Bosnia and author of “Sarajevskih 300: Sarajevo Film Festival in Discourses of Popular Geopolitics”, discussed the festival’s significance for N1.

“SFF is an excellent place where people from the region meet, exchange universal stories, and create new films. Sarajevo and the festival are inseparable—they form one body, and the festival is a brand for the entire country,” she said.

When asked why not Venice or Cannes, she explained:

“Venice started during the fascist era, initially showing fascist films, which prompted protests. Cannes emerged as a response, showcasing anti-fascist cinema. Then came new waves, and Berlinale. SFF has learned much from Locarno and Berlin, which are its close partners. I often say, just as Hollywood director Frank Capra explained in six films why America entered World War II in ‘Why We Fight,’ SFF represents what we have fought for and continue to fight for.”

The festival’s impact extends beyond Sarajevo. It has inspired the creation of other regional film festivals, such as Tuzla Film Festival, Mostar Film Festival, Days of Film in Orašje, and Jahorina Film Festival. Volunteering at SFF has helped young participants discover career paths, becoming cinematographers, editors, producers, and directors. Some have even relocated to Bosnia and Herzegovina, like actor Alban Ukaj, who noted:

“SFF brought me to Sarajevo. I first came in 2001 as a festival guest and stayed for 25 years; I feel a deep emotional connection to it.”

Although often associated with the red carpet, SFF encompasses much more.

“The red carpet is important when presenting films, but it also promotes fashion and other cultural elements. In smaller towns, people often debate who gets to walk on it. It’s meant for anyone with the opportunity and reason, primarily cinematic, to walk the carpet,” Ukaj added.

Professor of Marketing Melika Husic Mehmedovic told N1 that the festival impacts the broader cultural landscape:

“We have fashion designers preparing all year for SFF. We promote hairstylists, makeup artists, and activate the nightlife. Books are released, exhibitions are held that aren’t directly related to film. When the festival ends, it feels like the city falls asleep. All of this strengthens the SFF brand, as well as Sarajevo’s and Bosnia’s image.”

She highlighted the festival’s 31-year tradition and its established reputation for quality. However, she cautioned that SFF is not meant for everyone:

“No event can target all tourists and local residents. A festival must define its audience, maintain communication with them year-round, and ensure sustainability beyond the festival itself.”