Speaking at the Zurich Summit, Mubi CEO Efe Cakarel lauded the opening weekend performance of Lance Oppenheim’s Venice-premiered film, “Primetime.” Cakarel described the movie’s $20 million debut as “incredible,” noting that it has attracted a surprisingly robust younger demographic despite being perceived as content for older viewers.
“I think the experience of watching a film, watching original, bold storytelling is here to stay, and it’s gonna grow,” Cakarel said. He urged the industry to embrace such projects, emphasizing that while these films may not dominate every household, the audience exists and is meaningful enough to justify continued production and financing.
The executive shared a personal anecdote about his 14-year-old son, who lives in Geneva. Rather than joining his father for dinner after the summit, the teenager chose to see Kane Parsons’ “Backrooms” in a theater, including a post-screening Q&A. Cakarel called this choice “profound,” citing it as evidence of the box office success driven by independent, bold storytelling over the past 24 months.
Cakarel also reflected on Mubi’s growth trajectory, mentioning his admiration for Oscar-winning director Edward Berger, whose film “Conclave” was recently released by the company. “I started Mubi 19 years ago,” he recalled. “It took us 15 years to get to a place where you could start imagining being able to finance a film by Paweł Pawlikowski.” He noted that the company expanded from zero to 40 employees over its first 15 years, before growing to more than 400 staff in the subsequent four years.
Describing his approach to scaling the business, Cakarel stated that growth is not driven by ambition for its own sake, but by the need for the capital and capabilities to greenlight and distribute significant films. “The road to growth and success is never a straight line,” he observed, adding that rapid expansion can sometimes mask underlying problems. He described 2023 and 2024 as “phenomenal years” for Mubi, with 2025 being slower, but expressed optimism for the current year.
Reflecting on his upbringing in a small Mediterranean city in Turkey, Cakarel remembered visiting a local arthouse cinema with his mother, which sparked his love for film. He contrasted that experience with the current reality for his 20-year-old sister, who still lives in the same town and must rely on shopping center multiplexes that primarily show big-budget, IP-based blockbusters.
Cakarel highlighted a significant decline over the past two decades in the distribution of the type of films Mubi represents, exacerbated by an era dominated by short-form content on platforms like TikTok. However, he remains hopeful about the future, noting that younger audiences are becoming increasingly discerning. “They are not easily fooled, and they seek high-quality entertainment in a world where they can reach anything, and they really value experiences,” he said.
Great point about multiplexes only showing IP-based blockbusters. If we want bold stories, we need to keep supporting distributors like Mubi.
The anecdote about his son skipping dinner for a Q&A says it all. Authentic connection matters more than algorithmic recommendations.
My teenage niece dragged me to see ‘Primetime,’ and honestly, it was exactly as engaging as advertised. The demographic shift is real.
Is twenty million really success for an independent film now, or are we just adjusting our expectations downward? Seems low to me.
It’s refreshing to hear that young people still value the cinema experience over scrolling through short clips on their phones.