摘要：Macroeconomic tendencies are causing deep changes in cinematographic industry, with the aggravating factor that the internationalization of the communicative phenomenon has been joined both to the metropolis and to the periphery. Approximations have been made often on this dichotomy that now includes the problem on the unique stage from the technological and digital revolution. One of the challenges that must be confronted is the audiovisual payment consumption. The digital distribution is affecting deeply the business models and the way to recover investments and profits that are obtained by the movies. The second challenge will be the investment, this is very important in cinema´s case. The cinematographic industry has less money than needs and mostly depends on public supports. The investment is centered in national movies, whereas the market is international. The banks show reticence to betting for the cinema and to investing in, like happens with diffusion networks and telecommunications operators, who are not prepared yet. A last challenge is distribution and international exchanges with third countries. European Union, the major world´s commercial associate, foments the cooperation with third countries. How is it possible to associate the cinema with European Union´s cooperation policies?
