Women in Film: Mastercard highlights Importance of Visibility, Mentorship and Access for emerging female filmmakers

As the 82nd Venice International Film Festival of La Biennale di Venezia (August 27 - September 6) honors the power of global storytelling, Mastercard is putting a spotlight on gender equity in the film industry. Marking its ninth consecutive year presence and being main sponsor of the festival, Mastercard has unveiled recent insights from its Women in Film study—a wide-ranging research initiative that delves into the experiences, aspirations, and obstacles facing both aspiring and current female filmmakers across Europe.

The study, conducted in May 2025, surveyed 6,000 women across six major European markets (UK, France, Italy, Spain, Germany, and Poland) who are either working in or aspiring to enter the film industry.  

Women still face structural barriers

While cultural conversations about gender equality in media have grown louder, the data reveals that nearly half (43%) of respondents are contemplating careers outside the industry. Among the top challenges cited: Lack of confidence/fear of failure (30%), Limited access to professional networks (35%) and insufficient funding and resources (21%).

Half of those surveyed say the clock is turning backward for women in film—with 58% pointing to a growing wave of subtler barriers compared to five years ago. While women may be more visible on screen, the story behind the scenes tells a different tale: 70% believe equality in off-camera roles still hasn’t been achieved. 

Hope, momentum and a belief in the next generation

Notwithstanding these obstacles, the research reveals a strong sense of hope and resilience. Encouragingly, 68% of respondents believe that conditions for women in film have improved since they began their careers, with optimism consistent across generations—from Gen Z to Gen X. Looking ahead, nearly 7 in 10 respondents are confident that the next generation will have better opportunities. The top reasons for this optimism include: Greater access to content creation and distribution tools (38%), Broader availability of film education and training (35%), A wave of socially conscious storytellers pushing for authentic representation (35%) 

Importantly, 83% believe that intergenerational collaboration will be key to creating a more inclusive and sustainable future for the industry.

How the Next Generation will shift the narrative

Respondents think the next generation of filmmakers will primarily change the way stories are told particularly with the use of new technologies to tell stories in innovative ways (35%), more diverse stories representing different cultures and backgrounds (34%), more focus on social justice and activism through storytelling (25%), and stronger emphasis on authenticity and accuracy in representation (25%).

Additionally, 76% believe early access to arts education plays a critical role in developing skills for a career in the creative industries

While there is clear momentum, concerns remain about systemic barriers the next generation will face: heightened competition and market saturation (31%), rising costs of education and training (26%), limited access to financing for projects (22%), a lack of entry-level opportunities (19%), and lack of professional experience (16%).

Beatrice Cornacchia, EVP Marketing and Communications APEMEA at Mastercard says: “Stories shape the way we see the world—and who gets to tell them matters. At Mastercard, we’re committed to ensuring more women have the opportunity, support, and visibility they need to thrive in film. This research makes it clear: while progress has been made, systemic barriers continue to hold back emerging talent. We must see meaningful investment, mentorship, and structural change not as ideals for the future, but as urgent actions for today — unlocking the full creative power of this generation."

The research carried out by Mastercard also highlighted the types of stories women most want to see represented on screen.

Top themes/stories women would like to see on screen:

1. Mental health journeys (47%)

2. Stories centred on women’s experiences (42%)

3. Working-class life and struggles (36%)

4. Life in rural or remote communities (32%)

5. Perspectives of people living with disabilities (32%)

During the Biennale Cinema 2025, Mastercard will promote various initiatives dedicated to lovers of the Seventh Art, connecting them even more strongly to the magic of cinema that animates the event every year. 

Mastercard’s continued presence at the Venice International Film Festival is part of its broader commitment to fostering equity, inclusion, and innovation through its global partnerships and platforms. From powering payments to empowering creatives, Mastercard is helping to build a world where every story can be heard—and every filmmaker has a place behind the lens.