Michael Gubbins Sampo Media



Michael Gubbins is an Experienced analyst, journalist and consultant with particular expertise in film and digital media.

He is the author of numerous studies and reports on changing media markets, with particular emphasis on consumer behaviour.

He was the editor of major magazines covering film (Screen International), music (Music Week) and business technology (Computing), giving him a rare overview of the transformation of consumer behaviour in a number of creative industries. A respected speaker and chair of film industry events around Europe, he chaired the national film body, Ffilm Cymru Wales for seven years until 2019.

Film analyst and consultant

Author of reports on digital change and audience media habits for bodies, including Europa Cinemas, Eurovod, Europa Distribution, Cine Regio, West Midlands Screen Bureau, BFI, Film4. European Media Programme, UK Film Council, Power to the Pixel, Swedish Film Institute, Rotterdam Film Festival, MIA  Rome, and European Think Tank.

Author of reports offering a demand-side analysis of change in film and television and including analysis of the audience research from many sources. Other work includes Think Tank reports for cross-media agency Power to the Pixel, which strongly focus on consumer engagement with new forms of media. Partner on studies and reports with leading film consultancy Olsberg SPI (2009-2011) and organiser and chair of European Think Tank events in Barcelona and Copenhagen.

Industry positions and roles

The chair of the Film Agency for Wales, including strategic oversight of education and audience development projects; a member of the BAFTA learning and events committee aimed at encouraging young audiences (2009-2011); chair of the main annual conferences of both Europa Cinemas (since 2004) and Europa Distribution (since 2007); Editor of Screen International (2004-2009); Advisory Board member of cross-media agency Power to the Pixel and Met Film School.


More than 25 years experience in journalism, including spells as Editor of Music Week (2011/2012), Screen International (2004-2009), Computing (2001-2004). Also wrote columns and articles for leading newspapers around the world, including The Times, The Guardian and the Financial Times. Previously news editor, deputy editor and acting editor at daily titles in the Northcliffe group of newspapers, including Lincolnshire Echo, South Wales Evening Post, Hull Daily Mail, Derby Evening Telegraph and Gloucestershire Citizen.


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