1 CREATIVE AUDIENCE ENGAGEMENT

Transcription

1 1 CREATIVE AUDIENCE ENGAGEMENT

2 Exhibitors hav divrsifid thir offr to th prfrcs of modr audics... PREMIUM LARGE FORMATS 2 CREATIVE AUDIENCE ENGAGEMENT BOUTIQUE CINEMA ric p x g i o g Th cima bfor your visit starts daystr oft o a to th thaic mobil dv POP-UP CINEMA ARTHOUSE CINEMA ARTPLEX ad s r v i d y l g i A icras xpric alog gagig oits of th all touch poury customr j Acillary Cott GIANT SCREEN PREMIUM SEATING LOCAL COMMUNITY THEATRE 3 CREATIVE AUDIENCE ENGAGEMENT Film Litracy Altrativt Cot Smart iv t a us Iov V Thatr Dsig Itractivs Scrig Immrsiv, Soud CommuaityCim WHAT S NEW IN EUROPEAN CINEMAS? PAGE 2 Accssibility EvtDriv 4 CREATIVE AUDIENCE ENGAGEMENT Imag ad Motio crativ AUDIENCE ENGAGEMENT PAGE 4 INNOVATION AND THE BIG SCREEN EXPERIENCE Lobby Etrtaimt PAGE 18 Social Mdia DataAalytics Brad Partrships social Iovatio Digital t Egagm u to i t o c s a m Ci ts i m t s v i g mak hu ad iovatio tchologyr mor immrsiv to offr v s to audics xpric Prsoalisatio PAGE 24 PLACING CINEMAS AT THE CENTRE OF EUROPE S GROWTH STRATEGY FOR FILM PAGE 31 x2 5 IN 10 8 IN 10 EUROPEANS DISCUSS FILM ON SOCIAL MEDIA EUROPEANS WATCH TRAILERS ONLINE 3 HOURS A DAY TIME TEENAGERS SPEND ON MOBILE ROOM FOR GROWTH: UNIC CINEMA VISITS PER CAPITA: 1.5 IRELAND AND FRANCE: 3.3 NUMBER OF FILMS SCREENED IN CINEMAS HAS ALMOST DOUBLED IN 15 YEARS ALTERNATIVE CONTENT FORECAST TO CONTRIBUTE $ 1 BILLION IN % DIGITISED SCREENS WORLDWIDE PREMIUM LARGE SCREENS AND IMMERSIVE SOUND INSTALLATIONS WORLD WIDE

3 LEX 5 CREATIVE AUDIENCE ENGAGEMENT ARTHOUSE CINEMA WELCOME POP-UP CINEMA GIANT SCREEN PREMIUM SEATING LOCAL COMMUNITY THEATRE from Phil Clapp d cssibility a c A s r v i d gly Smart g o l a c iv i t r a p Wlcom to this, our latst rport xplorig iovatio ad chag us Iov V Thatr its of thieuropa cimas. sig Itractiv D y t ds Ciémas Itratioal Uio ur UNIC, th Uio Itratioal Ev Scrigs Immrsiv ND Driv Soud, Imag ad Motio of Cimas, is th Europa groupig of cima trad associatios ad ky oprators, ow covrig 36 trritoris. W promot th social, cultural ad coomic bfits of a vibrat cima-goig cultur across Europ ad sk to provid a iflutial voic for cimas o issus of shard itrst. Acillary Cott CommuaityCim Film Litracy Lobbyovr rct yars across Audic growth ad box offic rsults trtai- i Europ is thrivig, UNIC trritoris clarly show that cima-goig E mor gagig, divrs bcomig mt ad immrsiv xpric. Altraativtvr This C isothaks t i larg part to o-goig ivstmt i iovatio by 1 CREATIVE AUDIENCE ENGAGEMENT WHAT S NEW IN EUROPEAN CINEMAS? PAGE 2 crativ AUDIENCE ENGAGEMENT PAGE 4 INNOVATION AND THE BIG SCREEN EXPERIENCE cima oprators ad thir partrs. This rport xplors how th sctor mbracs w tchological ad cosumr trds by xplorig thr ky aras: crativ audic gagmt; th big scr xpric; ad social iovatio. PAGE 18 social Iovatio As our partrs i govrmt ad across th idustry valu chai cosidr th futur of our idustry, w hop that this rport hlps furthr to positio cima oprators at th ctr of thir growth stratgis. u to i t o c s a m Ci ts i m t s v i g ak hu io Phil Clapp, CEO of th UK Cima Associatio,mis Prsidt of d iovat a y g th Itratioal Uio of Cimas. tcholo r mor immrsiv to offr v s to audics xpric W hop you joy radig this rport. PAGE 24 PLACING CINEMAS AT THE CENTRE OF EUROPE S GROWTH STRATEGY FOR FILM PAGE 31 x2 NUMBER OF FILMS SCREENED IN CINEMAS HAS ALMOST DOUBLED IN 15 YEARS ALTERNATIVE CONTENT FORECAST TO CONTRIBUTE $ 1 BILLION IN % DIGITISED SCREENS WORLDWIDE PREMIUM LARGE SCREENS AND IMMERSIVE SOUND INSTALLATIONS WORLD WIDE

4 2 WHAT S NEW? 3 WHAT S NEW? WHAT S NEW IN EUROPEAN CINEMAS? Cima-goig i Europ is thrivig, bcomig a vr mor gagig, divrs ad immrsiv xpric thaks to crativ trprurship ad ogoig ivstmt i iovatio by cima oprators ad thir busiss partrs. I 2015, th 36 Europa trritoris rprstd by UNIC saw admissios icras by six pr ct ad box offic rvu by 12.5 pr ct. This positiv growth trajctory is rflctd aroud th World: i 2016, idustry aalysts IHS Markit rportd a box offic ris of 9.1 pr ct for 20 slctd coutris wh compard to alrady rcord brakig rsults i th prvious yar. Europa cimas wr amog th first i th idustry to commit to digitisig thir busisss. Ovr th past 10 yars, cimas across UNIC trritoris i partrship with collagus i film distributio ivstd mor tha 1.5 billio i th digital trasitio of thir thatrs. Th itroductio of digital tchology has ld to a paradigm shift across th cima ladscap. Massiv improvmts i soud ad projctio quality, mor flxibl ad fficit opratios ad sophisticatd audic gagmt stratgis cotiu to trasform th xpric ad attract icrasig umbrs of gusts to our thatrs. Morovr ths chags hav ld to a sigificat icras i th umbr of itratioal ad local films scrd i cimas. Europa cima oprators of all sizs ad locatios cotiu to mbrac iovatio ad xprimt with w ways to gag audics. As cima-goig bcoms a icrasigly vtful ad digitally-coctd xpric, th sctor cofidtly compts with th myriad of oli trtaimt optios availabl to cosumrs today. Cimas ar gagig with thos who lov th big scr i a vr mor prsoal ad samlss fashio, as w will show i this rport BILLION ADMISSIONS +6% INCREASE FROM 2014 EU 10* BOX OFFICE VS. HOME ENTERTAINMENT REVENUE IN % Physical Vido 6% Digital Vido 8.8 BILLION BOX OFFICE REVENUE +12.5% INCREASE FROM 2014 NUMBER OF FILMS SCREENED IN CINEMAS (EU7) (Evolutio i % / Thatrical rlass) 58% Cima 7% Pay-TV VoD SECTOR INITIATIVE Cimatho Itratioal UNIC hlpd stablish Cimatho Itratioal, a dsig thikig-ld iitiativ with th aim of cratig iovativ busiss stratgis for Europa cimas. Th first workshop brought togthr a divrs group of busiss stratgists, tchologists, architcts, fstival orgaisrs, dsigrs, artists, food trprurs, VR crators, ad ladig xprts from may othr filds. With th hlp of xpricd dsig thikrs, fiv multidiscipliary tams workd o diffrt opportuity aras, ach dvlopig a prototyp for th cimagoig xpric of th futur. Tak a look at th Cimatho Itratioal iitiativ ad its fiv prototyps: cimatho.squarspac.com 163 % 116 % 83% 59% 49 % 48 % 30% ESTONIA (276) UK (761) POLAND (343) GERMANY (596) DENMARK (257) ITALY (593) FRANCE (654)

5 CREATIVE AUDIENCE ENGAGEMENT Chagig cosumptio habits ad audic dmographics prst cimas with a hug opportuity to gag i mor iovativ ad prsoal ways with thos who lov th big scr. Crativ ad collaborativ us of tchology combid with xclusiv thatrical xprics ad th log traditio of showmaship i th sctor offrs a uiqu opportuity to sigificatly icras audic rach as wll as frqucy of cima visits. As illustratd by th data blow, thr is hug pottial for growth i attdacs across Europ. Why is thr this cofidc i th cotiud appal of th big scr? Th shard xpric of cima-goig with frids ad family grows i valu as cosumrs hav accss to a multitud of oli distractios, whil mdia cosumptio i th hom icrasigly happs i solitud. 5 CREATIVE AUDIENCE ENGAGEMENT Cima oprators cotiu to xprimt with w audic dvlopmt ad marktig approachs to attract mor film fas to thir thatrs, thir fforts big driv by a fw ky trds: A visit to th cima is part of th widr xpric coomy, ad as such has to dlivr valu alog th customr joury. AVERAGE VISITS TO THE CINEMA PER YEAR: EUROPEAN UNION: 1.9 UNIC TERRITORIES: 1.5 FRANCE: 3.3 IRELAND: 3.3 SPAIN: 2.0 POLAND: 1.2 Cimas with th hlp of digital iovatio hav turd ito smart vus, ablig oprators to track, aalys ad prdict audic bhaviour. Th cima offr has bcom icrasigly divrsifid, catrig for chagig ad mor fragmtd prfrcs. Mobil dvics ad social mdia ar today a ctral lmt of th cima-goig xpric. Courtsy of 123rf / Photo: dolgachow

6 7 CREATIVE AUDIENCE ENGAGEMENT MORE THAN 50% OF CINEMA-GOERS DISCUSS THEIR EXPERIENCE ON SOCIAL MEDIA PLATFORMS Abato Kio, Hamburg, Grmay, courtsy of virfotograf MORE THAN 80% OF EUROPEANS WATCH FILM TRAILERS ONLINE 87% OF CINEMA-GOERS USE THEIR MOBILE PHONE AFTER SEEING A TRAILER Examiig iovativ gagmt stratgis alog all touch poits of th cima-goig joury abls us to stablish a pictur of how th sctor is currtly workig to trasform its rlatioship with audics. Rathr tha startig i th cima lobby, th cima joury bgis days or v wks bfor, most likly o a smartpho or a tablt. Rsarch cofirms that aroud 80 pr ct of Europas watch film trailrs oli. Similarly, vidc from th US cofirms that a v gratr shar of cima-gors 87 pr ct us thir mobil pho aftr sig a trailr or a advrtismt for a film lswhr. Th rol of social mdia i activatig cima-goig is costatly growig: mor tha 50 pr ct of cima-gors discuss thir xpric bfor, aftr ad somtims to th irritatio of som durig th film scrig! This has profoud impacts o promotig th thatrical xpric as oprators ad thir busiss partrs icrasigly shift marktig ivstmt ad iovatio fforts oli. Ddicatd mobil solutios by both larg ad small oprators abl cosumrs to discovr, shar ad buy tickts for films. Odo Bookig Chatbot I Dcmbr 2016 ladig Europa cima oprator Odo lauchd a chatbot allowig cima-gors to fid a cima ad book tickts for a film of thir choic usig Facbook Mssgr. Th tchology was itroducd by Facbook i April Th chatbot was dvlopd by social tchology compay Gruvi. facbook.com/odo By cratig ad curatig oli vido chals aroud upcomig rlass ad th cima xpric itslf, oprators covrt cosumr awarss oli ito tagibl tickt sals. Pathé Nthrlads YouTub Stratgy Pathé Nthrlads rus a highly visibl YouTub chal that provids origial itrviws with talt, film trailrs ad rports from local film vts. youtub.com/usr/pathl Through crativ approachs to film litracy, cimas ca ducat ad ispir th xt gratio of film fas to gt xcitd ad ispird about cima. Watrshd s Ciékids Ciékids vts ar mothly film scrigs ad workshops for childr agd 6-11 that allows thm to xpric, xplor ad aalys movis. watrshd.co.uk Coutry-wid oli ticktig platforms provid a sigl dstiatio for film fas to discovr w film rlass ad samlssly buy tickts for thir local thatr. DiKiotickt.d is th ladig cima ticktig platform i Grmay that works across th coutry s ladig cima chais. O-dmad cima platforms abl film makrs, idpdt distributors ad film fas to crowdfud ad pla commuity-driv scrigs of spcialisd films ad vt cima. ourscr Collaborativ platforms such as ourscr abl usrs to promot film ad vt cima scrigs util a critical mass of fas hav committd to bookig a show i thir local thatr. I collaboratio with participatig cimas, ourscr th orgais cott dlivry as wll as ticktig, brigig furthr divrsity, vts ad commuity dyamics to th big scr. ourscr.com

7 8 CREATIVE AUDIENCE ENGAGEMENT 9 CREATIVE AUDIENCE ENGAGEMENT Th cima-goig joury is vr mor vtful ad xpric driv. T scrigs ad ladis ights ar just two of th may formats that hlp cimas attract spcific audics to th big scr. Filmthatr Hilvrsum Ladis Nights Filmthatr Hilvrsum s Ladis Nights offr fmal cima-gors th optio of watchig w-rlas, had-pickd films i fmal compay. Food ad bvrag spcials as wll as gifts complmt th scrig. SF Bio Staff Ambassador Patros of th SF Bio flagship cima Filmstad Srgl i Stockholm joy th plasur of rcivig a wlcom itroductio from a staff mmbr bfor film scrigs. Th grtr wlcoms th audic, tlls thm brifly about th film thy ar goig to joy, ad idicats dirctios i cas audic mmbrs d to tak a brak. Th shard xpric is acctuatd ad th cima gts a fac, makig th visit a mor prsoal xpric. Cimas ca sigificatly icras thir audic rach by partrig up with third-party platforms ad brads, from Facbook to a local wspapr or commuity iitiativ. Yorck Cima Group Dr Tagsspigl Brli-basd art cima group Yorck rctly lauchd a 360 dgr partrship with ladig Brli broadsht Dr Tagsspigl. Nw subscribrs rciv two aual cima passs for Yorck s 12 vus. Th partrship also icluds a hourly raffl of passs durig th Brli Film Fstival ad a comprhsiv rciprocal mdia partrship. Audic gagmt is of cours ot cofid to th digital spac. Cimas across Europ ar workig with staff ad volutrs to mak th cima-goig joury as joyabl ad prsoal as possibl. SECTOR INITIATIVE Pa-Europa Study o Youth Audic Egagmt I 2016, with th hlp of mmbrs ad partrs, UNIC commissiod a major rsarch projct xamiig youth audic prfrcs rgardig cima-goig across thr ky trritoris (Uitd Kigdom, Grmay, Spai). Rsarch rsults ar currtly tstd with youg cosumrs i co-cratio workshops to furthr dvlop ad udrstad iovativ idas ad cocpts. Rsults will b shard towards th bgiig of Cotact us if you ar itrstd i ruig a cocratio workshop i your coutry. jrug@uic-cimas.org Ls Fauvtts, Paris, Frac, courtsy of AFP / Photo: Thomas Samso

8 10 CREATIVE AUDIENCE ENGAGEMENT 11 CREATIVE AUDIENCE ENGAGEMENT DATA-DRIVEN INNOVATION IN CINEMA To gai bttr customr isight, cimas across Europ ar currtly rollig out a varity of data aalytics programms. Customr loyalty schms, as wll as smart ways to rcruit patros, li at th hart of may such davours Itgratd softwar solutios furthr hlp to collct iformatio from a varity of itral ad xtral sourcs, icludig th poit of sals, mtadata about ach film titl, th dat ad tim of th cima visit, as wll as othr xtral factors such as iformatio about local vts or th wathr. Providig mor prsoalisd cima offrs ad promotig ths to idividual customrs via mail, social mdia or txt mssags possibly likd with a dyamic pricig approach all srv to icras footfall. Distributors ar rsposibl for th vast majority of marktig fforts aroud a film rlas ad hav a dtaild udrstadig of th box offic prformac of diffrt typs of films. Both partis stad to rap major bfits wr thy to shar data as wll as rsourcs with a viw to mak cima marktig mor fi graid ad prsoalisd. As cima oprators ad thir busiss partrs xprimt ad collaborat to gt data aalytics i cima right, a xcitig opportuity ariss for th promotio of local ad Europa films, as wll as for th succss of idpdt cima oprators. Usig adaptabl ad cloud-basd data aalytics solutios to sigificatly grow th audic shar of local films is a opportuity that th Europa film idustry as wll as Europa support bodis should carfully valuat. SECTOR INITIATIVE Frch Cima Iovatio Award Th Frch CNC Ctr Natioal du Ciéma t d l Imag Aimé i 2016 lauchd its first vr Iovatio Award to clbrat iovativ practics i cima xhibitio. Oprators could submit projcts covrig all typs of iovatio (tchological iovatio, programmig, srvic iovatio, commuicatios, thatr dsig, tc.). Th first wirs of th award which will i th futur b orgaisd vry yar wr L Caroussl (Vrdu) ad L Atalat (Bayo). Four furthr cimas rcivd spcial rcogitios durig a crmoy at th Dauvill Cogrss of th Frch Cima Associatio (FNCF) i Sptmbr cc.fr Providrs of data aalytics srvics promis a pr ct icras i admissios if data programms ar implmtd with th appropriat xprtis. A ky milsto of itroducig furthr data-driv iovatio i cima will b to trasform th rlatioship btw cima oprators ad film distributors. Cima oprators icrasigly possss dpr ad mor prsoalisd customr isights. (Girl) Courtsy of Stocksy / Photo: Good Vibratios Imags; (Frids) Courtsy of istock / Photo: SolStock

9 A umbr of highly iovativ Europa tchology start-ups provid data aalytics srvics to th widr cima idustry. 12 CREATIVE AUDIENCE ENGAGEMENT Prsoalisd Movi Marktig Movio s data aalytics ad marktig platform xtds ito social mdia aalysis ad targtd txt mssagig towards idividual customrs. Movio Mdia provids distributors with a dirct marktig tool that uss d-prsoalisd customr data gathrd from cima xhibitio. Rturs of Movio Mdia ar shard with th partr cimas that mad availabl thir data. movio.co Audic Isights Showtim Aalytics cloud-basd platform hlps udrstad customr trds by aggrgatig data from loyalty programs, tickt ad rtail trasactios, mail wslttrs, wb bookig, mobil apps ad social mdia, visualisig rsults i a sigl viw ad allowig for bttr schdulig ad marktig campaigs. showtimaalytics.com Prdictiv Aalytics Gowr Strt Aalytics rctly partrd with ladig movi masurmt providr comscor (formrly Rtrak). Thir first joit product is a global distributio-plaig tool that grats stimats for films with a plad rlas dat, up to 18 moths bfor thir rlas. It taks ito accout film spcific as wll as xtral factors, ad compars ths with historic box offic prformac of comparabl films. gowr.st Covrtig Oli Efforts ito Tickt Sals Crativ agcy Powstr works with all six major US studios ad mor tha 50 idpdt distributors aroud th World to crat oli dstiatios for w films. Th udrlyig Powstr platform guids usrs to cima ticktig systms by costatly updatig ad itgratig cima locatios ad show tims. powstr.com Dyamic Pricig Brli-basd Smart Pricr applis pricig stratgis from th airli idustry i th trtaimt sctor, currtly pilotig its dyamic pricig softwar with a umbr of itratioally itgratd as wll as idpdt cima oprators. Its wb-basd softwar allows sports clubs, cimas ad thatrs to icras rvu by usig data to dyamically adapt prics to dmad. smart-pricr.com Kio Scala, Bro, Czch Rpublic, courtsy of Kio Scala

10 14 CREATIVE AUDIENCE ENGAGEMENT 15 CREATIVE AUDIENCE ENGAGEMENT EUROPA CINEMAS AUDIENCE DEVELOPMENT AND INNOVATION LABS Europa Cimas is a uiqu itratioal twork of cima oprators, totallig 2,350 scrs across 596 Europa citis, ddicatd to attractig audics for o-atioal Europa films. Th twork is supportd by th Europa Uio ad widly rcogisd as a flagship iitiativ of Europa cultural support. Rcogisig that cimas across Europ avigat a w digital ladscap with plty of iovatio pottial to gag with audics for Europa films, th twork has i rct yars orgaisd a sris of audic dvlopmt ad iovatio labs. A rct lab i Bologa, Th Cima Expric i th Ag of Digital Distractios, attractd rprstativs from larg ad small oprators. Participats took part i a rag of larig xrciss, collaborativ workshops ad pal prstatios, focussd aroud ky iovatio thms: Co-Cratio ad Curatio of th Cima Expric R-Imagiig Cima Spacs i Modr Tims Staff Skills ad Audic Egagmt Programmig for Nich Commuitis Formig Iovativ Partrships Bradig th Cima Expric Marktig Divrs Cima Offrs Data Aalytics ad Customr Rlatioship Maagmt Th lab format is output-focussd ad i Bologa was orgaisd aroud ky collaborativ projcts, icludig th dvlopmt of a modr cima iovatio maifsto, sit visits, o-to-o cima iovatio surgris, th dvlopmt of a marktig stratgy for youg audics ad a lvator pitch sssio aroud iovatio projcts. Som of th discussios durig th lab wr capturd via Storify o Twittr (#ECBoLab2016). Mor dtaild iformatio ca b obtaid from Europa Cimas. uropa-cimas.org Kio Europa, Zagrb, Croatia, courtsy of ShowBizzPrss 2350 SCREENS ACROSS 596 EUROPEN CITIES FOLLOW THE DISCUSSIONS ON TWITTER/STORIFY #ECBOLAB 2016

11 16 CREATIVE AUDIENCE ENGAGEMENT 17 CREATIVE AUDIENCE ENGAGEMENT VIRTUAL REALITY AND CINEMA W s VR as complimtary to th cima xpric. Tak th Star Trk frachis you could go o th bridg of th Etrpris ad commad it aftr th film. Richard Glfod, IMAX CEO, i Scr Daily Th Virtual Rality Cima, Amstrdam, Th Nthrlads, courtsy of &samhoud Virtual Rality (VR) has rctly raisd high xpctatios amog mdia commtators, usrs ad th ivstmt commuity as global tchology platforms icludig Facbook ad Googl rlasd VR dvics ito th cosumr markt. Durig th 2016 Cas Film Fstival ad svral othr idustry vts, VR xprics wr widly showcasd ad discussd by cima profssioals. Whil arguably still i a arly stag of dvlopmt both tchologically ad crativly VR proposs a itractiv, sigular ad highly immrsiv xpric, which radically divrts from th shard practic of joyig a film o th big scr. It challgs th artistic itt of traditioal story tllig: i cima, som would argu, you do t choos a path you joy big told a story ad shar th xpric with your frids or family. Ar VR ad cima thrfor icompatibl? Evidc sms to suggst th opposit: far from rjctig VR, film makrs, cima oprators ad thir busiss partrs mbrac it as a highly iovativ compaio xpric that ca furthr upgrad th cima-goig joury. Tak IMAX ad pa-europa oprator Odo & UCI Cimas, for xampl, whos first joit VR ctr is st to op i Machstr towards th d of th yar. I th futur, bfor or aftr sig th film o th big scr, audic mmbrs i ddicatd cimas will b abl to joy ti-i VR cott i cuttig dg VR statios. As bspok VR spacs, icludig idividual pods faturig itractiv sats, hadsts ad cotrollrs, ar itgratd i cimas aroud th World, cosumrs ca xpct major itratioal film rlass to icrasigly b accompaid by VR cott. Michal Bay, for xampl, is currtly workig o a VR xpric to accompay Trasformrs: Th Last Kight i Ju VR solutios ar also usd to promot w film rlass. Studios icrasigly partr with crativ agcis to dvlop VR-viromts to promot upcomig rlass. Lodo basd Powstr partrd with Warr Bros. aroud th 2016 rlas of Tarza to offr usrs to fid cimas ad show tims i a immrsiv 3D jugl ad to xpric 360 vidos i VR.

12 19 INNOVATION AND THE BIG SCREEN EXPERIENCE INNOVATION AND THE BIG SCREEN EXPERIENCE Audics agr that othig bats xpricig grat films o th big scr, togthr with your frids ad family. This is cofirmd by rsarch, which cotius to show that cima-goig rmais o of th most popular lisur activitis that xist today. Havig ivstd massivly ito th trasitio to digital cima ovr th past dcad, cima oprators across Europ cotiu to iovat ad upgrad thir thatrs to provid cuttig-dg ad vr-mor immrsiv cimatic xprics. Togthr with a growig supply of films as wll as vt cima offrs, mor dyamic ad flxibl programmig hlps to mt icrasigly divrs cosumr prfrcs. Th digital shift has abld all typs of cimas to bttr gag with thir customrs: i som UNIC trritoris th markt shar of idpdt cimas has for xampl icrasd, rflctig thir ability to offr mor ad mor divrs films ad othr typs of cott to thir local commuitis. Ths dvlopmts ar complmtd by a rapid divrsificatio of th cima offr itslf. May oprators ivst i groud-brakig tchologis from immrsiv soud systms to xtra-larg scrs of so-calld Prmium Larg Formats ad xprimt with w thatr dsigs to furthr improv immrsio ad comfort. A log traditio of mbracig iovatio to th bfit of audics cotius. 1700S MAGIC LANTERN SHOWS 1890S FIRST CINEMA SCREENINGS 1950S TWO-SCREENS CINEMAS 1970S STADIUM SEATING 1980S FIRST MEGAPLEX 2000S TRANSITION TO DIGITAL CINEMA SATELLITE DISTRIBUTION EVENT CINEMA 1895 FIRST FILM SHOT BY LUMIÈRE BROTHERS 1950S 1970S WIDESCREEN GOLDEN AGE 1960S 1980S MULTIPLEX THEATRES (1st GENERATION) 1988 KINEPOLIS BUILD FIRST MEGAPLEX 1,5 BILLION INVESTED IN DIGITAL CINEMA BY EUROPEAN EXHIBITORS IN LAST DECADE x2 NUMBER OF FILMS RELEASED IN EUROPEAN CINEMAS HAS ALMOST DOUBLED OVER THE PAST 15 YEARS 2010S 98% DIGITISED SCREENS IMMERSIVE SOUND E-DELIVERY LASER PROJECTION HIGH DYNAMIC RANGE HIGH FRAME RATE PREMIUM LARGE FORMAT IMMERSIVE MOTION INTERACTIVE CINEMA VIRTUAL REALITY 2009 AVATAR HIGHEST-GROSSING FILM OF ALL TIME 2015 FIRST HDR FILM Courtsy of: photocas.com / zttbrli

13 20 INNOVATION AND THE BIG SCREEN EXPERIENCE 21 INNOVATION AND THE BIG SCREEN EXPERIENCE Cima oprators cotiu to ivst i ad xprimt with a vast array of iovatios ad crativ solutios. Th followig sapshots of w dvlopmts i cima tchology may ot yt b availabl i vry thatr but to som xtt idicat th idustry s dirctio of travl. Th immrsiv Magi Pod cocpt dvlopd by idustry pior Douglas Trumbull sats just 60 to 70 popl but uss all th latst tchological iovatios to crat a uparallld xpric for cima-gors. Immrsiv Soud Clos to 3,000 immrsiv soud systms hav i rct yars b itgratd i auditoriums aroud th World. This w tchology thusiastically mbracd by may ladig film dirctors ad producrs dlivrs a ss of tru immrsio, as cima-gors ca har souds as if thy wr witssig th actio i ral lif. 3D Digital cima sigificatly hlpd by th 2009 rlas of Jams Camro s groud-brakig film Avatar brought 3D films to th atttio of mass audics. Stroscopic films hav sic commadd a halthy markt shar i may UNIC trritoris. As film makrs ad ladig tchology labs aroud th World cotiu to xprimt with this still volvig tchiqu, 3D is hr to stay. High Dyamic Rag Som compar th mrgc of High Dyamic Rag a groud-brakig imagig tchiqu that rproducs a gratr rag of colours ad lumiosity to th itroductio of colour i cima. It xpads artistic possibilitis for film makrs ad sigificatly hacs th audic xpric. Evt Cima Digital cima has mad it possibl for oprators to brig liv vts to thir cimas ad divrsify thir programmig byod th film offr. It is today possibl for cima-gors to joy opra, ballt, sport ad v musum visits o th big scr with th uiqu opportuity of gttig much closr to th actio tha thy could hav b i ral lif. Lasr Illumiatio This w projctio tchiqu abls cima oprators to achiv w lvls of imag quality ad brightss i thir scrig rooms. Lasrillumiatd projctors could pottially rplac xo lamps i th futur, promisig mor rgy-fficit opratios i th log trm. Prmium Larg Formats Prmium Larg Formats ar bradd scrig rooms ivolvig xtra-larg scrs ad carfully dsigd soud systms to fully immrs audics ito th cimatic xpric. Mor tha 2,100 of such scrs hav b lauchd aroud th World, providig audics with mor choic. (Abov) Courtsy of tchologyrviw.com / Photo: Loard Grco; (Blow) Courtsy of Barco

14 22 INNOVATION AND THE BIG SCREEN EXPERIENCE 23 INNOVATION AND THE BIG SCREEN EXPERIENCE Immrsiv Motio Immrsiv motio, also calld 4D, brigs cima-goig to a whol w lvl, with satig tchology plugig audic mmbrs ito th scarios thy witss o th big scr through a array of multi-ssory stimulats such as wid, fog ad watr, alog with movig sats ad 3D glasss. Iovativ Thatr Dsig Cimas of all sizs ad locatios hav b xprimtig with iovativ thatr dsigs ad satig arragmts to improv th xpric isid th scrig room, with high-d cimas ad di-i thatrs adaptig thir srvics i ordr to targt th ds of a spcific audic. Vido Gam Comptitios Digital tchology mad it possibl to watch ad participat i vido gam comptitios or -sport o th big scr. Hug crowds of youg gamrs hav alrady tak part i oli vts that wr broadcastd liv i cimas aroud th world, as this w trd has yt to ralis its full pottial. High Fram Rat A hadful of visioary film makrs icludig Ptr Jackso ad Ag L hav b xprimtig i rct yars with this tchology, shootig films i highr fram rats tha th typical 24 frams pr scod of stadard motio picturs, rsultig i hypr-ralistic imags. As cotiuous iovatio ad chag bcom a ctral lmt of th cima busiss, idtifyig gam-chagig tchologis, valuatig w cosumr trds ad surig that ivstmts i upgrads lad to tagibl rturs hav bcom ky challgs. Th Europa cima sctor, with its multitud of laguags ad uiquly divrs structur, facs particular issus. To sur itroprability ad accss to films for all typs of cimas, th dvlopmt of a w gratio of tchology stadards will b a stratgic imprativ for th idustry i th futur. Europa cima bfits from a rsilit ad dyamic tir of idpdt oprators. Som of th smallr ad mor spcialisd cimas amog this group havig go through th challgig procss of digitisig thir scrs ow fac particular challgs wh it coms to maitaiig xistig quipmt ad fiacig furthr tchological iovatios. Thr is a d for mor iformatio sharig ad awarss-raisig rgardig th trajctory of ky tchologis amogst this commuity. SECTOR INITIATIVE UNIC Tchology Group Brigig togthr sior cima tchology xcutivs from mor tha 20 coutris i partrship with ky supplirs, srvic providrs ad itratioal bodis such as th Europa Digital Cima Forum, th Socity of Motio Pictur ad Tlvisio Egirs ad th Itratioal Cima Tchology Associatio th UNIC Tchology Group works to assist cimas i thir davour to avigat a w ad tchologically complx cima ladscap. Th Group has dvlopd a forward pla that lays out ky challgs ad opportuitis brought by digital tchology. It has issud svral statmts oft i collaboratio with its US sistr orgaisatio th Natioal Associatio of Thatr Owrs callig for op stadards ad raisig awarss amogst th crativ commuity rgardig th capabilitis ad limitatios of cima opratio. Th Group is currtly activly pursuig a stratgy to co-ordiat SMPTE DCP roll-out across Europ a ky opratioal trasitio th idustry has to collctivly maag i th comig yars. Cima oprators itrstd i th work of th UNIC tchology group ar ivitd to cotact gbradrs@uic-cimas.org (Lft) Courtsy of UNIC / Photo: Stuart Istt; (Right) Courtsy of UNIC

15 24 SOCIAL INNOVATION 25 SOCIAL INNOVATION STRONG COMMUNITY IMPACTS SECTOR INITIATIVE Frch Study o Iovatio i Cima Exhibitio Courtsy of Scrt Cima SOCIAL INNOVATION Cimas ar local hubs of cultur, iovatio ad commuity ad hav icrdibly positiv impacts o socity. Evidc shows that th sctor ca hlp addrss a varity of social challgs i ovl ways, icludig through urba rgratio, combatig social xclusio as wll as by providig fulfillig carrs ad bttr mploymt. Europ s iovatio agda clarly rcogiss that coomic ad social progrss i 21st cturycoomis go had i had. What rol ca cima oprators play i addrssig som of th social challgs Europas fac i mor ffctiv ad sustaiabl ways? Whthr locatd i larg citis or i rural aras, cimas ar oft th oly mtig opportuity for popl from all walks of lif ad all ag groups. Thy stimulat dialogu aroud a rag of importat issus ad provid a highly joyabl altrativ to our vryday cars. Cimas also crat local mploymt spcially amog yougr popl ad studts ad ar sstial to th dvlopmt of th crativ idustris, a corrsto of modr kowldg-basd coomis. Establishig a cima i a crtai ara ca hav sigificat impacts o urba rgratio by attractig local busisss as wll as w ihabitats ad workrs. Kio Muza is a historic cima locatd i th Polish city of Poza ad a mmbr of th Europa Cimas twork. Th cima sic 2008 is admiistrd by th local muicipality ad has bcom a importat cultural hub for th local commuity. Kio Muza has dvlopd a highly praisd film ducatio projct that attracts thousads of childr ad tagrs from kidrgart to high-school. Th divrs ad iovativ programmig of th cima has hlpd rvitaliz local itrst i film cultur ad cotius to attract mor popl to th big scr yar-o-yar. kiomuza.pl Cima lis at th hart of th Frch support stratgy for film. Th Frch CNC has thrfor rctly commissiod a idpdt rsarch projct ito th Th Cima of Tomorrow, which was publishd i Octobr Th study taks stock of rct iovatios ad futur dvlopmts i cima xhibitio that hav or will ifluc th widr cima sctor ad cosidrs ky trds from aroud th world. Visit th wbsit of th CNC to tak a look at th rport i Frch or gt i touch with UNIC for a Eglish summary. cc.fr Evryma Caary Wharf, Lodo, UK, courtsy of Evryma Cimas

16 Rsarch shows that ach spt o a cima tickt has abov-th-avrag multiplir ffcts o ighbourig commrcial activitis, icludig th rstaurat sctor ad rtail. City plars across Europ thrfor iclud cimas i thir stratgis to build sustaiabl ad prosprous commuitis. CULTURAL CHANGE-MAKERS Across UNIC mmbr trritoris mor tha 38,000 cima scrs crat awarss aroud ad itrst i local, Europa ad itratioal films, thrby ablig hudrds of millios of cima-gors to discuss storis that trtai thm, mak thm thik ad abl thm to rflct o vryday lif. I a world whr fast-pacd cultural xprics icrasigly happ o mobil dvics ad yt at th sam tim oft occur i solitud th shard xpric of watchig a film o th big scr cotius to crat a ss of idtity ad commuity. Cimas thrfor rmai placs whr importat cultural trds ad social chag mrg. Whthr it is th 2015 Lux Film Pric wir Mustag, Olivr Sto s Sowd or Frac s icrdibl itratioal Box Offic hit Itouchabls o of ths works would hav joyd th trasformativ impact thy had without th social platform of th cima thatr. Mustag, 2015, courtsy of Cas Film Fstival Th Turkish, Frch ad Grma coproductio Mustag, wir of th 2015 LUX Priz, tlls th livs of fiv youg girls cofrotd with forcd marriag ad sxual rprssio i rural Turky. This dbut film by Diz Gamz Ergüv stirrd dbat ad cotrovrsy i Frac for big submittd as th coutry s Bst Forig Laguag Film Oscar ad i Turky for its criticism of local cosrvatism ad patriarchy. Through a fairy tal dpictio of its subjct, th film maagd to rach byod its gographical frotir ad triggrd a uivrsal dbat about wom s rights ad fmiism. Aftr cosidrabl dlay, ad dspit local oppositio, th film was rlasd i Octobr 2015 i Turky 4 moths aftr its Frch rlas. Mustag was a grat box offic succss, grossig mor tha 4 millio, almost four tims its origial budgt. ACCESS AND DIVERSITY Whil digital tchology has hlpd stablish th uparallld ad divrs film offr that is today availabl to cosumrs, it has also ad prhaps coutr-ituitivly for som strgthd th positio of maistram films o major VOD srvics. Th rol of cimas i raisig awarss aroud ad providig accss to a divrs Europa film offr is thrfor vr mor importat to maitai comptitivss ad divrsity i Europa cima. UNIC data for a umbr of trritoris shows that th lvl of local ad Europa films joyd i cimas has cotiuously icrasd ovr th past yars if o taks a logr-trm prspctiv. I this cotxt, support tworks such as Europa Cimas hlp maitai audic dmad for o-atioal Europa titls ad ar th bst way to promot a pa-europa markt for local films. Esurig that film lovrs from a varity of backgrouds ad ag groups ar abl to joy films o th big scr is of cours paramout to th cotiud appal of cimas. O th o had dyamic pricig stratgis by som oprators facilitat diffrt try optios dpdig o th spdig willigss of ach customr. O th othr, thr ar a varity of promotio campaigs for diffrt audic groups, icludig tickt rductios for sior citizs, kids/ tagrs or th umployd, just to am a fw. Th famous 4 campaig for udr 14 yar-olds i Frac is o such xampl of a sctor wid iitiativ that sigificatly icrasd th shar of youg audics i Frch cimas. Fista dl Ci is a audic dvlopmt iitiativ orgaisd by Spai s ladig audiovisual orgaisatios. Th cocpt is simpl: twic a yar durig thr days of Fista, cima tickts cost oly As a rsult this sctor-wid iitiativ attracts millios of visitors all across th coutry ad abls thm to joy a uiqu cima-goig xpric. fistadlci.com

17 28 SOCIAL INNOVATION Fially, cimas across Europ hav mad sigificat ivstmt i improvig accss to thir thatrs. Digitisatio has facilitatd th us of subtitlig ad audio dscriptio tchologis isid th scrig room for thos with visual or harig impairmts. Som oprators offr spcial scrigs to abl film fas with cogitiv or larig disordrs to joy th big scr xpric. Odo & UCI cimas i th UK, for xampl, hav log offrd spcial scrigs for cima-gors with autism or othr cogitiv ds. O 9 Octobr 2016 UNIC s partr orgaisatios th Itratioal Cofdratio of Art-hous Cimas (CICAE) ad Europa Cimas with support from th Crativ Europ MEDIA programm tamd up with mor tha 1,000 cimas to prst a curatd program icludig prviws, childr s films ad historical classics to clbrat Europa cima. artcimaday.org Moviradig App Th Moviradig app supports harigad visually-impaird popl i joyig th big scr xpric. Th Italia app provids prfctly-sychroizd subtitls or audio dscriptio o thir mobil dvic for ay movi, i ay thatr, with th simpl push of a butto. Us of th app is widsprad i Italy ad Scadiavia ad is currtly big tstd i Grmay ad Spai. moviradig.com NEXT GENERATION CINEMA Nxt to providig kids ad tagrs with affordabl cima tickts, across Europ th sctor xprimts with a rag of w ways to attract yougr popl traditioally our cor audic. Alogsid gagig ad darig film offrs, mor sophisticatd digital gagmt by cimas that crat xprics that tagrs ca istatly shar, th stablishmt of attractiv vts ad th dvlopmt of crativ partrships with distributors ad outsid brads all hlp i this davour. Ito Film is a ducatio orgaisatio workig with childr ad youg popl i th UK. It abls schools ad youth groups to st up thir ow film clubs (15,900 clubs i 2015), to watch films togthr, to crat thir ow films, ad of cours to xpric film i th cima. Supportd by th UK cima idustry, Ito Film thrby mpowrs childr ad tagrs to dvlop a critical udrstadig of audiovisual cultur whil couragig thm to bcom loyal cima-gors i th futur. itofilm.org Courtsy of Ito Film

18 30 CONCLUSION 31 CREATIVE AUDIENCE ENGAGEMENT PLACING CINEMAS AT THE CENTRE OF EUROPE S GROWTH STRATEGY FOR FILM ASSOCIATION MEMBERS Iovatio ad th Big Scr dmostrats how Europa cima oprators of all sizs ad locatios hav mbracd iovatio ad chag to th bfit of thir audics ad th widr film sctor. Thir fforts to provid vr-mor gagig, divrs ad immrsiv xprics cofirm th ctral rol that cimas cotiu to play i promotig a vibrat Europa film cultur. As govrmts ad idustry ladrs across Europ com togthr to xami how bst to quip th Europa film sctor for futur busiss ad audic growth, thy must likwis plac cimas at th ctr of thos fforts. This particularly applis to th Europa Commissio ad th Europa Parliamt, currtly rviwig a rag of policis that will sigificatly shap th futur of our idustry. Whil prhaps wll-ittiod, Europ s approach to cima has of lat xaggratd th cultural ad coomic cotributios that digital platforms mak to th Europa projct whil at th sam tim udrstimatig th importac of promotig a fair, comptitiv ad culturally divrs cima co systm. Dvlopig a comprhsiv iovatio stratgy for Europ s film sctor o that puts cimas at th ctr of Europ s cultural ad crativ ambitios could hlp rcalibrat this approach. Austria Fachvrbad dr Kio-, Kulturud Vrgügugsbtrib Blgium Fédératio ds Ciémas d Blgiqu Dmark Dask Biografr Filad Fiish Cima Exhibitors Associatio Italy Associazio Nazioal Esrcti Cima Associazio Nazioal Esrcti Multiplx Nthrlads Ndrlads Vrigig va Bioscoopxploitat Norway Film & Kio Russia Kio Alliac Frac Fédératio Natioal ds Ciémas Fraçais Spai Fdració d Cis d España Grmay HDF KINO.V. (Hauptvrbad Dutschr Filmthatr) Grc Fdratio of Grk Cimas Hugary Mozisok Orszagos Szovtsg Isral Cima Idustry Associatio Swd Svrigs Biografägarförbud Switzrlad SKV ACS Associatio Ciématographiqu Suiss Turky Turkish Cima Oprators Associatio UK UK Cima Associatio (Childr) Courtsy of istock / Photo: ullplus; (Hall) Courtsy of Dolby Digital Cima

19 32 CREATIVE AUDIENCE ENGAGEMENT 33 SOCIAL INNOVATION OPERATOR MEMBERS BOARD OF DIRECTORS Ciémas Gaumot Pathé Blgium, Frac, th Nthrlads, Switzrlad Cimax Slovakia Ciplxx Albaia, Austria, Croatia, Grc, Italy, Kosovo, Macdoia, Motgro, Srbia, Slovia Ciplx Grmay Ciworld ad Cima City Itratioal Isral, Irlad, Hugary, Polad, Czch Rpublic, Romaia, Bulgaria, Slovakia, Uitd Kigdom Kipolis Group Blgium, Frac, Luxmbourg, th Nthrlads, Polad, Spai, Switzrlad Kio Ara Bulgaria Mars Etrtaimt Group Turky Nordic Cima Group Estoia, Filad, Latvia, Lithuaia, Norway, Swd Nordisk Film Biografr Dmark, Norway Odo & UCI Cimas Group Austria, Grmay, Italy, Irlad, Portugal, Spai, Uitd Kigdom Omiplx Cimas Irlad ad Northr Irlad Svska Bio Dmark, Filad, Swd UGC Blgium, Frac Vu Itratioal Dmark, Grmay, Irlad, Italy, Latvia, Lithuaia, Polad, Taiwa, Uitd Kigdom Ylmo Cis Spai Prsidt: Phil Clapp (UKCA) Sior Vic-Prsidt: Ja-Pirr Dcrtt (FNCF) Vic-Prsidts: Mario Mazztti (ANEC) Jaim Tarrazo (FECE) Eda Eplbaum (ACS) Kim Pdrs (Dask Biografr) CONTACT Ja Rug (Chif Excutiv) uic-cimas.org at UNIC Tl: Movis@Cimas Irlad Dsig: Sadra Rudrr

20 34 CREATIVE AUDIENCE ENGAGEMENT OPERATOR MEMBERS 35 CREATIVE AUDIENCE ENGAGEMENT 36 CREATIVE AUDIENCE ENGAGEMENT PASSIONATE ABOUT THE BIG SCREEN Partr of Europa Cima Exhibitio Programm Ciémas Gaumot Pathé Blgium, Frac, th Nthrlads, Switzrlad Cimax Slovakia Ciplxx Albaia, Austria, Croatia, Grc, Italy, Kosovo, Macdoia, Motgro, Srbia, Slovia Ciplx Grmay Ciworld ad Cima City Itratioal Isral, Irlad, Hugary, Polad, Czch Rpublic, Romaia, Bulgaria, Slovakia, Uitd Kigdom Kipolis Group Blgium, Frac, Luxmbourg, th Nthrlads, Polad, Spai, Switzrlad Nordic Cima Group Estoia, Filad, Latvia, Lithuaia, Norway, Swd Nordisk Film Biografr Dmark, Norway Odo & UCI Cimas Group Austria, Grmay, Italy, Irlad, Portugal, Spai, Uitd Kigdom Omiplx Cimas Irlad Svska Bio Dmark, Filad, Swd UGC Blgium, Frac Kio Ara Bulgaria Vu Itratioal Dmark, Grmay, Irlad, Italy, Latvia, Lithuaia, Polad, Taiwa, Uitd Kigdom Mars Etrtaimt Group Turky Ylmo Cis Spai Irlad Ci Idal, M adrid, Spai, courtsy of Ylmo Cis Covr: (Scrig room) Courtsy of IMAX; (Lobby) Ci32, Auch, Frac, courtsy of Ecor Hurux Architcts / Photo: Sébasti Normad; (Ma) Courtsy of 123rf / Photo: dolgachov. Isid: (Coupl) Courtsy of Stocksy / Photo: Michla Ravasio; (Lobby) Ci32, Auch, Frac, courtsy of Ecor Hurux Architcts / Photo: Sébasti Normad; (Girls) Courtsy of Fotolia.com / Photo: Nbojsa Bobic. UNIC is proud of its partrship with ladig brads i th Europa cima spac

21 37 SOCIAL INNOVATION UNION INTERNATIONALE DES CINÉMAS / INTERNATIONAL UNION OF CINEMAS AV. DES ARTS BOÎTE 11, 1210 BRUSSELS / BELGIUM