Strategic Objectives & Key Actions

For each of the five strategic objectives we detail below why this strategic objective is important and the key supporting actions required to deliver on the shared industry ambition.

Strategic Objective 1 - Develop a global reputation for INNOVATIVE and CREATIVE STORYTELLING excellence across all genres and in all forms.

At Screen Ireland we believe in the art of cinema.  Feature films that are made for the big screen and intended to be viewed as a shared audience experience is core to our vision.  In 2019 Ireland had the highest cinema-going population per capita in Europe.  Since then, the pandemic has had a devastating impact on cinemas in Ireland, accelerating the migration of audiences to on-demand platforms.  However, we believe when it returns to full capacity it will remain a highly valued cultural experience for audiences across Ireland.  Irish cinema has enjoyed a global reputation for decades, achieving 31 Academy Award nominations in the last ten years, and will continue to evolve and excel into the future.

Irish animation is a global force that has driven high-profile production, artistic vision, commercial success and awards recognition at the highest level worldwide. The sector has grown exponentially and continues to engage new audiences, markets and partners, working with the most prominent international investors, platforms and commissioners. The advancement of new areas of animation, gaming, immersive and interactive storytelling present increased growth opportunities for the sector and encourages new talent pathways for the future.  Key priorities for Screen Ireland include intellectual property incubation whilst maintaining an ambitious focus on content innovation. 

Ireland has a strong and dynamic documentary sector, recognised for compelling and emotive creative feature documentaries.  Screen Ireland supports continued investment in the sector, recognising the opportunity for multiple-episode TV documentaries and specials. Irish documentaries that are impactful and entertaining, explore national issues and that stimulate broader conversation and debate will resonate with audiences both at home and abroad. Screen Ireland recognises that to remain competitive, flexible and agile, windowing and distribution strategies will be required. 

In 2018 Screen Ireland’s remit broadened to include high-end TV drama.  This represents a significant global opportunity for Ireland and recent increased investment and stimulus funding has resulted in strong growth in the Irish high-end TV drama slate. In collaboration with Irish public-service media and broadcasters with international partners, further development and production funding will support a trajectory of experienced creative and production talent. Global appetite for local-language TV drama series also presents a strong opportunity for a pipeline of high-end Irish-language TV drama of international appeal and resonance.

Visual effects and post-production companies in Ireland are recognised in the international marketplace as companies capable of producing VFX at the highest level, having worked on award-winning international feature films, TV and SVOD series.  Promoting digital visual effects expertise and other Irish post-production achievements and supporting these Irish companies to develop their business opportunities is essential for an expansive industry ecosystem.   

Key actions

• Support national cinema and Irish independent film culture through continued investment in development, production and promotion.

• Ensure projects are fully developed prior to production and promote early engagement with distributors and the marketplace.

• Invest in animation to stimulate innovation, encourage intellectual property retention and achieve further scale globally.

• Expand our Irish-language strategy in response to audience appetite and ring-fence funding for film and TV as Gaeilge.

• Respond to the global interest in multiple episode TV documentaries and specials.

• Build and strengthen the capacity of Irish high-end TV drama for audiences globally.

• Work with the post-production and VFX sector, creative talent and emerging technology innovations to generate new business opportunities.

Strategic Objective 2 - Invest in the TALENT and SKILLS required for the future success of the industry through supporting capacity development, with diversity, equity and inclusion at its core.

Talent and skills development are central to the ambition for sustained creative excellence in screen storytelling. Screen Ireland will provide continuous support to new, diverse and evolving industry talent in addition to established creative voices. Skills and lifelong learning will continue to be a major focus of the evolution of our industry to drive creative excellence, enable growth and ensure long-term sustainability. The ambition for the recently established National Talent Academies is to drive greater talent evolution at all levels whilst maintaining a constant discovery remit in finding new career access points to the industry.

The skills team will continue to engage with stakeholders to deliver a range of programmes that match production growth and are responsive to the sector’s needs.  The embedding of skills development within the Section 481 scheme has engendered a more structured approach to building the skills base.  The ambitious vision for industry requires skills development from new entrant programmes to advanced company development and everything in between.

Screen Ireland will strive to give voice to the full diversity of Irish cultural life.  It is vitally important that we represent a contemporary Ireland with all of its uniqueness, originality of voice and cultural diversity. We aim to provide a breadth of storytelling and serve a wide range of audiences ensuring there are fair and authentic representations on screen and behind the camera.  This will contribute to creative excellence and support industry sustainability as we encourage open access and opportunities for all.

Screen Ireland will be able to create the sustainable workplace environment it requires to succeed, by driving further progress on dignity in the workplace, with appropriate health, safety and well-being support.

Key Actions

• Work through the newly established National Talent Academies, crew hubs, industry and key community groups to evolve next generation talent.
• Invest in and deliver appropriate professional development programmes and initiatives, including the Section 481 skills development plans.
• Continue to support direct talent relationships and provide a conceptual development funding pilot for creative talent. 
• Empower key stakeholders to deliver more targeted skills-development initiatives.
• Build stronger links between industry and education to establish more structured and certified work-based learning programmes, at new entrant and senior career progression levels.
• Work with industry to develop a national talent development and inclusion policy and provide a dedicated fund to support more access programmes.
• Provide a digital platform to capture workforce data, supporting the principles of diversity, equity and inclusion in the industry.
• In partnership with the wider arts and culture sector, develop policy and provide resources to improve well-being and dignity in the workplace.

Strategic Objective 3 - Create opportunities for global AUDIENCES to be able to enjoy culturally rich Irish screen stories through collaboration with strategic partners.

Screen Ireland’s audience-engagement strategy prioritises the next generation of audiences as key to the sustainability and growth of the screen industry. We need to encourage cultural interest and highlight the value of Irish talent being empowered to tell Irish stories that resonate with audiences.  The aim is to inspire interest in the industry as a viable and rewarding career option while encouraging audience loyalty for generations to come.

Screen Ireland also plays an important role in promoting Irish projects to the international marketplace, supporting paths to markets and audiences. It is vital that Screen Ireland continues to build the international market reputation and audience awareness for Ireland as global leader in animation in addition to film, TV drama and documentary.  We recognise that every project needs a defined and tailored distribution strategy to enable it to find its audience, whether locally or internationally.

Screen Ireland will work with partners to ensure that all audiences have the opportunity to enjoy culturally rich Irish stories, whether in cinema or on demand, in the way each project was intended by the filmmaker to be experienced.  We recognise the devastating impact the pandemic has had on cinema operators as they work to remain operational in the face of closures, content delays, reduced capacity and restrictions on re-opening. We will continue to support cinemas through audience development, marketing, promotion and will continue our engagement with their recovery.

Screen Ireland also recognises the exceptionally difficult period being experienced by the Irish distribution industry with release-date shifts and the current battle for exhibition space in reduced-capacity cinemas.  We believe that Irish distribution companies form a vital part of the life of Irish film and TV and acknowledge the exceptional work carried out by this sector in making the link between the films, the exhibitors and the Irish audiences. A strong and successful release in Ireland is an imperative springboard to wider success for filmmakers as they continue their journey from Irish theatrical to international exhibition and digital exploitation worldwide.

Due to the rapid changes in audience consumption habits, to grow a sustainable audience for Irish stories, it is essential for Screen Ireland and the screen sector to understand these changing preferences in terms of what, where, and how screen content is consumed now and in the future. This understanding will ensure decision-making remains focused on audiences.

Key Actions

• Build next generation audiences through schools network outreach, marketing and communications campaigns and key events.
• Enhance the marketing and sales of Irish screen content to international audiences, including the Irish diaspora globally.
• Explore opportunities for enhanced visibility and prominence of Irish film and TV nationally and internationally, working closely with public-service media, broadcasters and Irish video-on-demand platforms.
• Launch and promote a new digital Where to Watch platform helping Irish and international audiences access Irish film, documentaries, animation and TV drama in cinemas or online.
• Monitor the outcomes of the Cinema Stimulus Fund to build back audiences and continue engagement with cinema operators.
• Provide marketing support to encourage Irish audiences to return to the cinema, highlighting the unique experience of the big screen.
• Provide a dedicated fund to empower Irish distribution companies to strengthen the release support for Irish film and TV across cinemas, platforms and broadcast.
• Commission research on audiences in Ireland to determine behaviours and attitudes in relation to independent Irish film and TV.

Strategic Objective 4 – Champion INDUSTRY DEVELOPMENT that is national and sustainable, supporting Irish companies, a competitive fiscal offering and an expanded workforce.

Screen Ireland is committed to the principles of sustainability in our industry development, responsible economic growth, environmental protection and social equality, and is dedicated to championing best practice, both within our own operations and across the screen industry.

As we emerge from the Covid-19 pandemic, we want to support the recovery and continued development of the industry and at the same time encourage the widespread adoption of environmental responsibility and socially sustainable practices. Screen Ireland’s Sustainability Plan 2024 will set out a clear framework and ambitious goals that we will work to achieve over the coming years. Reducing carbon impact and other green initiatives is a business imperative for the industry and will also attract the highest calibre of international productions to Ireland, strengthening relationships with studios and commissioners.

Supporting the building of strong production companies to ensure that they have the right skills,  knowledge, capacity and business capabilities is fundamental to growing successful production companies that can compete globally.  To succeed these companies must have good  governance and financial sustainability. To ensure we are strong originators of content, the industry must have the ability to generate, retain and exploit intellectual property to the highest possible extent.

Currently there are over 100 film tax incentives available globally.  Section 481, the Irish fiscal incentive for film and TV production, must remain stable, competitive and provide clarity for the user. The Economic Analysis of the Audiovisual Sector (SPI Olsberg 2017) measured the current economic value of the Irish screen industry and proposed key policy changes to enable its future growth. Important existing policy initiatives include the regional uplift designed to stimulate activity and to develop skills in the regions.

To build on the pipeline of large-scale international projects filming in Ireland that provide significant Irish employment with inherent skills/talent development opportunities, generate a considerable contribution to the economy and create valuable screen tourism, Section 481 must remain fit for purpose and competitive with other territories.  Screen Ireland wants to ensure large-scale mobile productions are enabled to complete their full project in Ireland, including valuable animation, post-production and VFX work.

To achieve ambitious growth, a national approach to regional production and promotion will be required, coordinating a cohesive set of supports and development opportunities. Screen Ireland is also committed to working with all local authority film offices to identify opportunities to expand screen production regionally.

Screen Ireland recognises the importance of the Irish language on screen as a reflection and promotion of Irish culture to audiences at home and abroad.  Irish-language projects in animation, film, TV, documentary and animated series represent an opportunity with the increase in global popularity of high-end local language productions.

Expansion and investment in studio facility infrastructure across the country is also critical to building a sustainable future for the Irish screen industry. The demand for expanded infrastructure leads to an increased need for a depth of highly-skilled crew to support the large-scale production of high-quality screen output, providing best-in-class skills development opportunities.

In addition to the strong relationships that exist across the UK and Europe, to support further internationalisation of Irish screen stories, Screen Ireland recently established an office presence alongside the new Consulate General in Los Angeles.  Key to this endeavour will be strengthening US relationships for the benefit of Irish production companies and talent.  The US office will also collaborate with world-class skills partners, generate market intel, attract international productions to Ireland and promote the country as a centre of excellence for filmmaking. 

Key Actions

• Implement the Sustainability Strategy 2024 based on the principles of environmental sustainability and protection.
• Support the building of strong production companies to achieve scale and compete on a global basis through company development and slate funding.
• Champion a national approach to industry development, including dedicated support for regional production and promotion.
• Support the implementation of all Section 481 recommendations made in the Audiovisual action plan, to ensure the fiscal incentive remains competitive.
• Establish crew development hubs which will allow scale to build a diverse crew base across the country, to meet anticipated demand from infrastructure development.

• Support the Capacity Building and Upskilling Scheme recommendation from the Arts & Culture Recovery Taskforce Report.
• Increase Ireland’s international profile and develop new US-Ireland industry relationships through our LA office, in collaboration with Enterprise Ireland, IDA, Tourism Ireland and the Consulate General of Los Angeles.

Strategic Objective 5 – Ensure SCREEN IRELAND is appropriately resourced, agile and sustainable to effectively support the ambitious vision for the creative screen industry.

Screen Ireland will continue to support and advocate for the creative screen sector in Ireland. We will build strong, collaborative partnerships, driving strategy through empowering industry stakeholders to deliver, ensuring approaches to develop the sector are coordinated and collaborative rather than fragmented. We will work to bring together the resources available to strengthen and develop creative excellence, build sustainability and support a thriving and inclusive screen industry driven by the best in creativity and skill.

Screen Ireland’s Sustainability Plan 2024 sets out ambitious goals and actions for Screen Ireland itself that we will work to achieve over the coming years, including reaching net-zero carbon across our operations.

We will commission and deliver key research, data and statistics to inform and support strategy and policy for the creative screen sector.  Screen Ireland will improve the articulation of the economic, social, and cultural impact of the industry to support advocacy and evidence-based decision-making.  We will track sector growth and development, identifying opportunities for innovation and new potential for growth and measuring progress in relation to core aims for the sector.

In order to do this, Screen Ireland will continue to be an agency that is transparent, effective, and responsive, embracing the key themes of creative excellence and sustainability for itself as an organisation as much as for the sector.

Key Actions

• Deliver on the Screen Ireland commitments in the Sustainability Strategy 2024 based on the principles of environmental sustainability and protection.
• Actively promote and support innovation and creative ideas within the organisation, being open to doing things differently in order to better fulfil our national remit.
• Improve how we communicate research and data with the sector through the Screen Ireland website and platforms. 
• Establish a research fund to enable external industry partners to build audience insights, data and increase engagement.
• Continue to foster a positive organisational culture: Screen Ireland will be a modern and progressive working environment.
• Reduce administrative challenges through the implementation of a robust digital strategy.
• Launch a new application and project management system to streamline processes.
• Promote and encourage staff well-being, professional learning, and development within a culture of continuous improvement.

In Closing

The five pillars set out in Building for a Creative Future 2024 are intended as building blocks for the future: strategic objectives that will act as a guide for this new phase of transformation for the sector. This strategic plan will be overseen by the Board and implemented by the Executive, management and staff of Screen Ireland.  Annual progress reports will be published to ensure clear communication and accountability to all stakeholders.

As set out in this strategic plan, Screen Ireland’s commitment to support, sustain and grow the Irish screen industry in the coming years is a testament to the people who make it happen - creatives and crew, across film, television, animation and documentary. We remain partners and advocates for the screen story makers in Ireland.