World Cinema Dramatic Special Jury Award for Unique Vision & Design at the Sundance International Film Festival went to the director Agnieszka Smoczyńska. The film, produced by WFDiF competed in the elite "World Dramatic Cinema Competition" section.

From its first showings, the film enjoyed keen interest of viewers and international press. The Hollywood Reporter enthusiastically wrote – “…contemporary fairytale for grownups…” The Sound and Motion Magazine film critic gave the film five stars (out of five possible). Editor-in-chief of  Nylon digital Leila Brillson called The Lure “the best film at Sundance, so far.” J.R.Kinnard from the portal PopOptic hailed the movie a masterpiece! And went on to say that the audience at Sundance have never watched a movie like it before.