03/07/2013 - The collaboration between the practice and distribution sides of the industry is the only way to go to increase the diffusion of alternative content across movie theatres

“Obstacles and opportunities of multiprogramming” was the title of a workshop taking place yesterday during Ciné, the event which is taking place in Riccione through July 4, where upcoming film releases for the next few months are being presented. Discussions were held covering the opportunities put forth by the use of digital technologies, including multiprogramming, and the ability of cinemas to offer different films over different times as well as alternative contents in a country where the percentage of digital movie theatres is still only 55%, compared to a global standard of 75%.

Elisabetta Brunella, director of MEDIA Salles, explained how multiprogramming was taking place across Europe, with particular attention given to the UK where its use is the result of detailed agreements between practice and distribution branches of the industry. Pierluca Sforza from Cinema Lux in Rome stressed that this collaboration was the only one that would enable better diffusion and multiprogramming.  

Richardo Borg from Universal Pictures, also president of distributors at ANICA, underlined the fact that associations were finding solutions towards multiprogramming and that there was a need to experiment with these, with the view of eventually implementing strategies.

Sonia Fois from UCI Cinemas talked about multiplex cinemas, sharing the benefits of her experience when it came to multiprogramming and alternative contents, calling for strong communication and specifically targeting various audiences. 

(Translated from Italian)