The film exhibition sector has received an injection of 8.5 million euros in direct aid. This money, intended for movie theaters and audience development, aims to revive a business that is 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 digitization 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 is to use consumption data to personalize the offering, something many chains have not yet implemented efficiently. Without a clear strategy, the money could end up being spent on cosmetic improvements.
The audience, like popcorn: you have to create it 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 really create an audience.