This chapter delves into the critical role of audience engagement in the European co-production ecosystem, highlighting the disconnect between production practices and audience preferences. European films, often sustained by substantial public funding, face challenges in resonating with general audiences, as evidenced by declining domestic market shares and limited theatrical reach. Drawing on focus group insights and statistical data, the chapter diagnoses the “audience problem” and critiques the systemic inefficiencies in European public film funding, distribution practices, and producer priorities. The chapter introduces audience design as a comprehensive framework to bridge this gap, emphasizing the importance of integrating audience considerations throughout the filmmaking process. By employing sociolinguistic theories and adapting concepts from theatre studies, it outlines strategies to create sensuous, emotional, and cognitive touchpoints with diverse audience types. Case studies, such as The Brink of Dreams, illustrate the transformative potential of audience design in fostering social change, promoting inclusivity, and addressing market demands. The chapter concludes by advocating for a balanced approach to European public film funding, combining consolidation to enhance production quality with democratization to ensure diversity and inclusivity.