The film exhibition sector has received an injection of 8.5 million euros in direct aid. This money, aimed at movie theaters and audience development, seeks to revive a business still struggling after the pandemic. Industry associations have already shown their support, although some doubt its real impact in a market dominated by streaming platforms.
Technology and data: the challenge of modernizing the seats 🎥
The aid will be distributed among digitalization and energy efficiency projects, as well as initiatives to attract new viewers. Theaters must present concrete plans that include everything from laser projection systems to loyalty software. The key lies in using consumption data to personalize the offering, something many chains have not yet implemented efficiently. Without a clear strategy, the money may end up in cosmetic improvements.
The audience, like popcorn: it must be created from scratch 🍿
Because, of course, after years of watching Netflix on the couch, now it's time to convince people that paying 10 euros for a hard seat and the smell of stale popcorn is a unique experience. Sure, with 8.5 million they might be able to buy new air fresheners. Or better yet, hire someone to silence the person chewing popcorn with their mouth open. That would truly create an audience.