Three books published by the Iranian Cinema Organization’s Deputy Office for Technology Development and Cinema Studies were unveiled at a ceremony marking Iran’s National Cinema Day, with speakers emphasizing the growing importance of audience research and data-driven policymaking.
The event, held at the Seifollah Dad Hall, brought together cinema officials, academics, and researchers.
Ruhollah Hosseini, deputy for technology development and cinema studies, stressed that statistics are not merely technical or accounting tools, but a fundamental basis for informed policymaking and decision-making in cinema.
He said assessments of growth or decline in Iranian cinema should be based on measurable indicators such as box-office revenue, audience numbers, and film production. Statistics, he added, also make it possible to compare the performance of film institutions and evaluate Iranian cinema in relation to other countries.
Hosseini described statistics as a means of promoting transparency and accountability and expressed hope that the Cinema Organization would develop a comprehensive statistical system.
Hossein Yazdanshenas, director general of the Office of Cinema Studies and Knowledge, highlighted the need for greater attention to audience studies. He said such research remains limited in Iran and has largely focused on quantitative methods, while qualitative and mixed-method studies have received less attention.
Introducing the book Iranian Cinema and Gen Z, Yazdanshenas said the research examined how Generation Z audiences interpreted films from the 43rd Fajr Film Festival. Twelve films were screened for a diverse group of young participants, followed by focus-group discussions that were recorded, transcribed, and coded.
Salar Kashani, a researcher and faculty member at the Institute for Cultural and Social Studies, said the findings demonstrated that Generation Z can no longer be regarded as a passive audience.
“Gen Z audiences engage in dialogue and negotiation with films, interpreting them through their own experiences and perspectives,” he said.
According to Kashani, younger audiences often question conventional heroes, binary narratives, and cultural stereotypes. They tend to favor more nuanced interpretations of good and evil and are resistant to messages they perceive as promotional or propagandistic.
He said these findings underline the importance of audience research before films are produced, particularly when cultural policymakers and filmmakers seek to communicate effectively with younger generations.
The ceremony concluded with the unveiling of three publications: Iranian Cinema and Gen Z: A Study of Gen Z Readings of Films from the 43rd Fajr Film Festival, Focus 2025: World Film Market Trends, and Focus 2026: World Film Market Trends. Translators of the two Focus volumes were also honored at the event.