It's a pure unadulterated cinema experience, collective amazement, laughter and attentiveness when the films of the Variety Critics' Choice: Europe Now! are shown at the Karlovy Vary International Film Festival (KVIFF), 4th and 5th of July. Ten young European directors present their films to an enthusiastic audience on the invitation of European Film Promotion (EFP) and KVIFF in sold out performances at one of the festival's most popular sidebars. The selection is made by critics from the international trade magazine Variety. The MEDIA Programme of the EU and the ten participating EFP member organisations are supporting the event. This year again sees Cinemax of HBO in the Czech Republic serving as a main sponsor."I'm really excited about this year's lineup," says Alissa Simon, Variety liaison for the Variety Critics' Choice sidebar at the Karlovy Vary Film Festival. "It includes a number of multiple prize winners from the international film festival circuit. Apart from an inclination to favour first and second features, we concentrate on European films with freshness, invention and a sense of discovery. Nevertheless, a strong element of humour is present in eight of the 10 titles, although only two are out-and-out comedies."