This book offers an analysis of the Transilvania International Film Festival (TIFF), a pivotal event in Eastern and Central Europe's cultural landscape. It explores TIFF's unique role in promoting Romanian cinema and its symbiotic relationship with the Romanian New Wave, highlighting the festival's impact on cultural diversity and its position within the European arthouse ecosystem. The book investigates the red carpet as a stage for identity performance, the role of festivals in shaping cultural city and country branding, and how TIFF navigated the challenges of the COVID-19 pandemic, offering a space for collective healing and reflection. By examining these themes, the book provides insights into the complexities of cultural diplomacy and soft power in the film festival circuit and invites readers to explore the transformative power of film festivals in shaping cultural discourse and identity in a globalized world.

Ileana Nicoleta Sălcudean is an associate professor at Babeș-Bolyai University, Cluj-Napoca, Romania. She teaches courses on creative writing, creative industries, cinematic sociology.