The Berlin International Film Festival, or Berlinale, announced that it would officially close its account on X (formerly Twitter) on December 31, 2024, bringing an end to a 15-year presence on the social media platform. The decision means that the upcoming 75th edition of the Berlinale, set for February 13 to 24, 2025, will have no official representation on X. As one of Europe’s most prestigious film festivals, the Berlinale has attracted a global following, with over 133,500 followers on X alone. However, the festival has decided to shift its focus to other platforms, citing a desire to connect with its audience through alternative channels.
Berlinale’s Farewell Statement on X
In an official post, the Berlinale thanked its followers for their support and announced where audiences could stay connected with festival updates in the future:
“The Berlinale has decided to say goodbye to X on Dec 31, 2024. Thank you for following us here all these years. Stay connected with all things Berlinale on Instagram, Facebook, LinkedIn, YouTube, and our website. See you there! #Berlinale”
This statement serves as both a farewell and an invitation for fans to follow the festival on its remaining social media platforms. The Berlinale’s move to other sites comes as part of a larger trend among cultural institutions reevaluating their digital strategies in light of recent changes to X’s leadership and content moderation policies.
Underlying Reasons for Berlinale’s Departure from X
Although the Berlinale has not explicitly stated its reasons for leaving X, several factors are likely at play. The platform, once known for fostering diverse perspectives and maintaining a reliable moderation system, has seen significant shifts since Elon Musk acquired it in 2022. Content moderation standards have been a subject of growing concern, with an increase in disinformation, harassment, and politically charged content that some believe have compromised the platform’s welcoming environment. This change may feel misaligned with the values of an institution like the Berlinale, a progressive, international cultural event with strong ties to liberal and socially conscious ideals.
Another aspect adding to the decision could be Musk’s political engagements. Since taking control of X, Musk has occasionally been associated with controversial political topics, including his public retweets supporting Germany’s far-right party Alternative for Germany (AfD). The AfD’s ideologies conflict with the more progressive and inclusive values espoused by European cultural institutions like the Berlinale. Additionally, Musk has been vocal in U.S. politics, supporting former President Donald Trump in his 2024 campaign. These actions have alienated segments of X’s user base, particularly those in creative and international communities who may feel that the platform no longer aligns with their own principles.
Comparing Europe’s “Big Three” Film Festivals’ Social Media Presence
The Berlinale’s departure marks a significant shift among Europe’s “big three” film festivals: the Berlin International Film Festival, the Cannes Film Festival, and the Venice Film Festival. As of now, the Berlinale is the only one to announce it is officially leaving X. However, earlier in 2024, Alberto Barbera, the artistic director of the Venice Film Festival, publicly left the platform over Musk’s statements, noting that X no longer aligned with his values. Although Barbera’s personal account departed, Venice’s organizing body, La Biennale di Venezia, maintains an official presence on X and actively posts festival updates there.
The Cannes Film Festival, known for its exclusivity and prominence in the film world, also continues to engage with its followers on X. This makes the Berlinale’s choice to completely withdraw unique among its peers. Some speculate that Cannes and Venice are monitoring changes on X before making any final decisions, while others believe these festivals see value in remaining accessible on a platform with a large international audience despite its recent controversies.
A Broader Trend of Reassessing Social Media Strategies
The Berlinale’s decision reflects a broader reevaluation of social media engagement strategies among cultural and public institutions. In an era where social media platforms are more than just communication channels—they are also spaces where brand identity and institutional values are reflected—organizations increasingly feel compelled to align their online presence with their core values. Many public institutions, particularly those with progressive and inclusive missions, are beginning to explore alternative platforms that prioritize safety, inclusivity, and transparency.
The Berlinale’s exit from X suggests that social media may become more segmented, with certain platforms favored for specific kinds of audiences and content. For the Berlinale, platforms like Instagram, Facebook, LinkedIn, YouTube, and its official website offer viable alternatives for reaching film fans worldwide. This shift indicates a significant cultural and business decision: instead of adapting to fit a changing platform, the Berlinale is choosing to maintain its values and find audiences on sites that align with those principles.
What This Means for Berlinale’s 75th Edition
The upcoming 75th Berlin International Film Festival, which will be held from February 13 to 24, 2025, marks a milestone anniversary for the event. Without its presence on X, the Berlinale will rely on its other social channels and website to connect with its global audience, share news, and generate excitement around the festival lineup and events. This year’s festival will showcase a range of films, including both emerging voices in world cinema and celebrated international filmmakers, and continue to serve as a platform for socially conscious cinema.
As one of the longest-running film festivals, the Berlinale has a strong legacy of promoting films that engage with social and political themes, often spotlighting films with progressive messages. This decision to leave X could set a precedent for other cultural institutions grappling with similar questions about digital presence and content alignment.
An Indicator of Shifting Social Media Dynamics in the Cultural Sector
The Berlinale’s decision may signal a new phase in how major cultural organizations view their relationship with social media, particularly as the content landscape changes and platform ownership shifts. By choosing to disengage from a platform no longer aligned with its values, the Berlinale is leading a quiet but meaningful shift in how public-facing institutions approach digital presence. As the Berlinale exits X, it does so with a clear message: the values of the festival are worth preserving, even if that means finding new paths to connect with its global audience.
For followers of the festival, this change represents an invitation to engage on other platforms that align with the Berlinale’s commitment to inclusivity, transparency, and community.
