Ruth McElroy stands down as Ffilm Cymru Wales Chair
After a two-term tenure as Chair of Ffilm Cymru Wales, Prof. Ruth McElroy will be standing down in December 2024. Here, she reflects on her time with the development agency for Welsh film, how the organisation has evolved over the past six years, and Ffilm Cymru Wales’ impact on the screen sector.
Ruth joined Ffilm Cymru Wales as Chair in 2018, bringing with her considerable expertise and experience: Head of School, Arts, Culture and Language, Bangor University, co-director of the Centre for the Study of Media and Culture in Small Nations, representative for Wales on the Ofcom Content Board and member of the Media Policy group of the Institute of Welsh Affairs.
She began her academic career undertaking a PhD and teaching as a graduate assistant at Lancaster University in the Institute for Women’s Studies. Since then, she has held academic posts at five UK universities and acted as an external examiner at several others. Prior to her role at Bangor University, Ruth was Faculty Head of Research and Professor of Creative Industries at the University of South Wales.
During Ruth’s time at Ffilm Cymru Wales, the organisation continued to cultivate and nurture a flourishing Welsh film industry, while weathering funding cuts, rapidly shifting business models and a global pandemic.
She oversaw the funding of wonderful Welsh films such as Chuck Chuck Baby, Gwledd / The Feast, documentary Donna and animated adventure Kensuke’s Kingdom, guided the organisation’s expansion of its award-winning Foot In The Door training programme, and helped forge fruitful collaborations with Creative Wales, S4C and Media Cymru.
As she prepared to stand down, we asked Ruth for her thoughts on Ffilm Cymru Wales, her tenure as Chair, and the future of the Welsh screen sector.
How have you found your time as Chair of Ffilm Cymru Wales?
It has been an immense privilege to serve as Ffilm Cymru Wales’ Chair. As a working-class girl who loved watching BBC2 movies at home with my mam on a rural council estate, I would never have thought it possible to volunteer my time and skills to such a brilliant role. Some times were hard, of course – navigating Covid19 was hugely challenging, though I think it also brought lots of passionate, caring people together with a common purpose to do all we could to sustain filmmakers. I may never get the chance to feel so useful again!
How has the organisation evolved and adapted since your appointment in 2018?
Some of the major evolutions lie in Ffilm Cymru’s partnership working, especially with others in Wales. I am thrilled that we have been able to work with S4C to help develop Welsh-language filmmakers and their exciting creative projects. Wales is too small a place to keep the talents of film and TV experts apart. It is surprising to recall that when I first started as Chair, Creative Wales had yet to launch! Working with our partners in Creative Wales has been a genuine step forward, where Ffilm Cymru has been able to bring genuine insight and intelligence at both Board and company level to film funding decision-making.
What challenges have you seen in the sector?
Initially, getting skills and inclusive talent development onto the agenda was an uphill struggle. Now, that is not the case. Where the challenge lies now is ensuring that skills, education, and mid-career training leads to more secure careers. Careers where people do not feel they have to leave after a decade or so of hard work.
The other huge challenge, of course, is the changing business model underpinning film financing. The role of public funders has never been more vital or more testing given pressures on the public purse.
What impact has Ffilm Cymru Wales had on the screen sector?
Ffilm Cymru Wales is an on-the-ground champion of filmmakers and film in Wales. The company has intervened at early stages in filmmakers’ development, helping nurture their talent and connect them to the industry across the UK and the world. Through a range of interventions from talent networks to company support, Ffilm Cymru has helped grow Wales’ film base, producing films that audiences and festivals want to see.
What would you like to see more of in Wales’ creative industries?
More confidence, more active advocacy from policymakers, more investment from private as well as public finance and yet more ambition. I’m a big believer in forcing others to say no to you rather than coyly saying no to your own vision and aspiration.
Where do you see Ffilm Cymru Wales and the nation’s screen sector in another six years?
Under the immensely talented leadership of a great senior management team of course! I have no doubt that Amanda will bring her wealth of expertise, acumen and care to the role of Chair – ymlaen!
