CINERGY- Cinema innovation through new subscription-based business models in Europe

ongoing

The CINERGY project aims to unleash the full potential of European arthouse cinemas by introducing Cineville’s innovative subscription-based model improved with new data and marketing tools to the current Cineville countries + 3 new European countries. At the heart of the projects are the arthouse cinemas, with the goal to support them in their efforts to better connect with a new, young and wider audience.The project is initiated by Cineville which originated in 2009 in The Netherlands, to offer audiences an ‘all you can eat’ subscription system for affiliated cinemas. The model is now operating in Belgium, Germany and Austria through a multi-tiered structure of collaboration and customized services. Building on these successful experiences, the CINERGY project addresses the need for collaboration, new business models and data-based promotion in the sector. The CINERGY project facilitates cooperation among the entire value chain, while providing an innovative business model for audience development and retention.The innovation of the project lies the data-analysis- and visualization tool and pilot marketing automation system, enabling affiliated cinemas to directly access and utilize data on audience behavior. The long-term impact is a stronger European arthouse ecosystem and better visibility of said films. The project activities are: Year 1 - Conducting impact and market research, developing the data-analysis tool and refining the Cineville model. Year 2- Developing data-visualization tool, testing and updating it. Year 3 - Developing marketing automation system, testing and updating it. All years - Community building activities: connecting key players in the arthouse cinema industry, supporting implementation year-round, and hosting yearly meetings for knowledge exchange and networking. All years - Outreach and implementation activities: expanding to 1 new territories each year by reaching out to local players, setting up and launching new model.