Added content and its role for the enhancement of the social and cultural role of cinemas

Transcription

1 Added content and its role for the enhancement of the social and cultural role of cinemas

2 Cinema as Cultural Palace

3 Cinemas' broadening offer Alternative contents are not all-curing potions A modern cinema shall have a Buffet Coffee shop Live music Live concert Event cinema titles on the big screen Films on the big screen

4 Cinemas' broadening offer A modern cinema shall organize Family programme Playhouse Baby music Puppet theatre Club programmes Film Theatre Music to find new audiences and to keep old ones.

5 Added creative services Pre- and aftershows in connection with every screening but at least in connection with first nights Invitation form making a short speech of - contemporary translators - art critics - prime ballet dancers - world known national opera singers - choirs - publishers Enhancement of creating - photo - other art expositions Invitation of the spectators for complimentary tickets to dress up in - e.g. Vikings...

6 Marketing campaign on barter basis Pannonia helps cinema exhibitors to launch their series or titles efficiently by cooperating with media concerns on barter basis in - specialized tv and radio channels - thematic newspapers and magazines

7 Which are the Main Added Content Music (classical and pop: opera, symphonics, rock, blues, musical) Dance (Ballet, Flamenco, Ice show) Fine Arts (Museum Guided Tours) Theatre (Shakespeare; Circus) Films Documentaries (humanities) Sport events Local contents Others: e.g. canonization of John Paul II Genres?

8 Who are the main Licensors? Institutions broadcasting performances from 2009 Royal Opera House London Europe In 2013 more than 2,500 screens (In 2009 only 59 screens!) 2015: 6-12% of the income of a cinema is expected to come from alternative content La Scala Milano Paris Opera (Garnier, Bastille) Glyndebourne Opera Festival Teatro Real Madrid Shakespeare's Globe London Stratford Festival Stratford, Canada Mariinsky Ballet St. Petersbourg Dutch National Ballet New York Philharmonic British Museum - London Stadiums in Europe and America for concerts

9 Added Content in Cinemas: the case of Mariinsky Swan Lake

10 Urania National Film Theatre - Budapest Added contents , Visitors of Added contents Visitors of Live operas Visitors of Live operas+encores Visitors of Live operas + encores+summer encores 7,122 3,991 5,231 7,122 14,131 4,295 8,083 11,359 Alternative contents live 20,598 4,315 7,905 10,180 live+encores. live + encores+summer

11 Urania National Film Theatre Added contents Season Visitors Screenings Visitor/ screening visitors screenings visitor/screening

12 Format Live broadcast through satellite Taped broadcast through satellite Live broadcast through Internet Live broadcast through satellite taped by the cinema DCP Blu-ray Other formats (mkv, avi, mp4...)

13 Pannonia Entertainment's Financial Terms Live events: 45% of the net income remains in the cinema Taped events: 50% of the net income remains in the cinema Satellite fee: 0 DCP copy mutation: 0 Postage: in one direction Translation fee: 0 or 5% of the net income Musical grand rights: 0 extra Marketing costs

14 Different audience 85% of the visitors of added contents do not go to average cinemas Purchasing tickets in advance Importance of putting contents in series Planning for a season subscriptions Lower marketing costs Stable audience Advance booking Advantages of subscription Gaining time for planning Structure of programmes is not altered by 1-2 alternative contents per month Income 1 year before the screening

15 Marketing Targeting the audience Reaching the target audience Local marketing Media (raised interest) 85% is a new visitor Tailor-made channels (Quality newspapers, Thematic magazines) Barter Support from municipality In-house marketing Building on the regulars Positioning: exclusive contents for high ticket prices Interior design Bombarding the regulars with info on the spot

16 Edutainment Shakespeare's Globe Much Ado abouth Nothing All's Well That Ends Well Dr. Faustus Henry V Twelfth Night Taming of the Shrew Henry VIII Universal Literature English language Dance and Drama History Cultural History Psychology History of Theatre Science of Translation As You Like It Romeo and Juliet...

17 Edutainment Exhibition on Screen Pompeii Live from the British Museum Ballet Opera Stratford Festival Scala Symphonic Fine arts, History of Art History, Archeology, Anthropology, Cultural History, Humanities, Geology Dance and Drama Music, Drama Literature, Science of Translation Music

18 Added Contents Distributed by Pannonia Entertainment Ltd. in Central Europe with exclusivity for certain territories (seasons and particular events) Theatre (Shakespeare Globe - London 15 pieces, Stratford Festival Stratford, Canada 2 pieces, Broadway 1 piece, Salomé directed by Al Pacino) Opera and ballet (Royal Opera House - London 11 pieces per season, Teatro Real - Madrid 1 opera, 1 ballet, Mariinsky Ballet St. Petersburg 4 pieces, Dutch National Ballet 1 piece, Matthew Bourne's Company 2 pieces, Riverdance 1 piece) Philharmonic (Filarmonica della Scala 4 pieces per season) Rock concerts: 20 concerts

19 Added Contents Distributed by Pannonia Entertainment Ltd. in Central Europe with exclusivity for certain territories (seasons and particular events) Museum (The Museums of Vatican in 3D, 4K, Hermitage in 4K, Pompeii Live, Vikings, Mummies, Ming porcelaine from the British Museum, Exhibitions on Screen II /Henri Matisse, the Girl with the Pearl Earring, Rembrandt, Vincent van Gogh, The Impressionists) Music Documentaries (In search of Chopin, Beethoven, Mozart, Haydn; The Beatles: A Hard Day's Night, digitally remastered in 4K) Classic concerts (The Three Tenors - Rome 1990, Anna Netrebko and Dmitri Hvorostovsky Moscow) Cult films (Alien, Director's Cut)

20 Current Selection for Germany Philharmonic Scala Philharmonic Stratford Festival The Tempest Caesar & Cleopatra Dance Dancer's Dream Short films The 2014 LOL Short Film Fest Pop and rock concerts Aerosmith: Rock for the Rising Sun As The Palaces Burn Dream Theater: Live at Luna Park Mischief Night Pat Metheny: The Orchestrion Project Night of the Living Dead Paul McCartney: Rockshow Super Duper Alice Cooper Rolling Stones: Sweet Summer Sun - Hyde Park Live Sci-fi Plan 9