Mastercard Reveals State of Play for Women in Film: Optimism for the Future and a Call for Parity Behind the Lens

• Women in Film research reveals growing optimism for women in the industry with nearly 70% confident the next generation will benefit from more opportunities
• Data shows representation of women on screen has improved, but behind-the-scenes roles still lack parity
• Over half believe the use of AI and new technology is transforming the industry for the better

Despite a growing cultural spotlight on female storytelling and representation, Mastercard’s newly released Women in Film research reveals that aspiring and current female filmmakers across Europe face stark career barriers yet remain hopeful for the future of the industry.

Commissioned by Mastercard in May 2025, the research provides a candid snapshot of the evolving landscape for female creatives across UK, France, Italy, Spain, Germany and Poland. Its release coincides with Mastercard’s proud sponsorship of the Cannes Film Festival for the 10th consecutive year, as part of its ongoing commitment to nurturing the future of film in Europe.

Surveying 6,000 women¹ across Europe who are either working in film or aspiring to do so, the survey found that nearly half (43%) are choosing an alternative career path instead. The participants cite a lack of confidence and fear of failure (30%), not knowing anyone in the industry (35%) and limited access to funding and resources (21%) as the top reasons why. 

Half of respondents (50%) feel progress for women in film is reversing, with 58% citing a rise in more subtle barriers compared to five years ago. This is in part due to the belief that while representation of women on screen has improved, behind-the-scenes roles still lack parity (70%) and that there is more pressure on women to “prove themselves” than their male counterparts.  

Despite this, there is optimism for the future of women in film. Over three in five (61%) agree that opportunities for women in leadership roles such as directing and producing have improved and over half (56%) believe women are being heard more in creative and decision-making spaces in the industry.

Almost 7 in 10 (67%) feel confident that the next generation will have more opportunities in the film industry than previous generations. This belief is driven by young people being more socially conscious and driven to tell authentic stories (34%), as well as greater access to film education (34%), easier access to tools and platforms for creating and sharing content (38%) and increased representation of diverse voices and stories (26%).  

Access to the arts and film early on in life arises as a key contributor to opportunities and access for women in film. Almost a quarter (23%) of respondents agree that creative programs being introduced in schools earlier gives them confidence for generations to come, and nearly half (47%) saying early access to film education in school helped them pursue a career in film.  

The Mastercard Women in Film research was unveiled on Friday 16th May at Cannes Film Festival at a panel event starring actor Ambika Mod, Beatrice Cornacchia EVP Marketing and Communications APEMEA at Mastercard and film director Nisha Ganatra. Speaking at panel event, Ambika Mod shared personal insights on navigating the industry as a woman, commenting:

Ambika Mod, Actress and Comedian says: “It’s great to see such a positive shift on screen, as the new research from Mastercard reflects. There’s a real sense that change is taking hold, and that people are starting to believe in a more equal future for women in film. It’s something I’ve seen in my own experience, progress is happening, and doors are starting to open. But the findings are also a timely reminder that we’re not there yet - especially when it comes to behind-the-scenes roles. If we want lasting change, we need to make sure opportunities exist not just in front of the camera but across every part of the industry.” 

The findings also highlight the transformative potential of emerging technology: over half (51%) believe the use of AI and new technology is transforming the industry for the better, jumping to 53% among Millennials. Mentorship also emerges as a lifeline for aspiring filmmakers, with 16% stating that guidance from industry professionals would make the biggest difference in achieving their film career goals, followed by access to networking opportunities (18%). 

When it comes to inspiration among female creatives, this is increasingly driven by personal lived experiences (36%) and dreams and spirituality (25%). Nearly 4 in 5 believe intergenerational collaboration is important to the future of film and female filmmakers are hoping to see more films telling working class stories (36%), mental health journeys (46%), women’s experiences (42%) and the perspectives of those living with disabilities (32%) - hinting at a more authentic and engaged generation of storytellers.

Beatrice Cornacchia, EVP Marketing and Communications APEMEA at Mastercard says: "At Mastercard, we believe stories shape culture, and empowering more women to tell theirs is essential for a thriving, representative film industry. This research shines a spotlight on the challenges still faced by women- particularly those just starting out- and makes clear that access, visibility and support remain key barriers to progress. Meaningful investment, mentorship and structural change are not optional; they are urgent and necessary steps toward unlocking the full creative potential of this generation.”

The research carried out by Mastercard also revealed the most inspirational female role models in the industry:

Top 10 Most Inspiring Women in Film: 

1. Emma Watson

2. Natalie Portman

3. Penélope Cruz

4. Monica Bellucci

5. Salma Hayek

6. Charlize Theron

7. Sofia Coppola

8. Keira Knightley

9. Viola Davis

10. Marion Cotillard

Another recent Mastercard survey of over 15,000 consumers² reveals a strong appetite for film-related experiences, with 76% expressing interest in exploring more of them in 2025. More broadly, experiences hold deep personal value: 44% say they create their most cherished memories, 36% feel they offer new perspectives on the world, and 33% enjoy sharing them with friends and family. This growing demand reflects the rise of the “experience economy,” where people place increasing value not just on what they consume, but on how it makes them feel—and the stories it helps them live and share.

By amplifying women’s voices and providing tangible support, Mastercard is not just celebrating creative excellence but actively shaping a more inclusive future for the industry. Through its continued partnership with the Cannes Film Festival, Mastercard continues to use its platform to elevate diverse talent, ensuring that the next generation of female filmmakers can tell their stories on the world’s biggest stages.