Saturday, March 23 2024
The final day of the Innovation Lab was dedicated to becoming an environmentally conscious organization. Bianca Popistas from Europa Cinemas opened Session 10, introducing the organization’s charter on Green & Sustainability Strategy, Gender Balance, Diversity, and Inclusion. We as cinemas have a responsibility, that’s why it’s crucial to draw inspiration from these labs, reflect on our practices, and contemplate how we can effect change.
After her presentation it was time to meet up with European distributors in a joint session with Europa Distribution to explore potential collaborations between exhibitors and distributors. Participants were grouped randomly and engaged in diverse discussions. Key takeaways included the need for improved communication and collaboration, the impact of digitalization favoring exhibitors, and the challenge of managing an increasing number of yearly releases. Exhibitors expressed concerns about shifting film release dates and the perceived lack of trust from distributors regarding audience knowledge for marketing. However, some distributors noted that they allocate additional promotional budgets to specific cinemas for audience-specific film promotion, without interfering in their plans.
After this session, participants enjoyed a leisurely stroll back to G8 and a lunch under the spring sun. Session 11 was an opportunity to learn from various cinema projects aimed at inclusivity. Sara Horžen (Kinodvor) shared strategies for becoming a social cinema, including hosting screenings for children of different ages, seniors, the LGBT community, and individuals with physical disabilities or financial constraints.
Orlando Verde (De Cinema) discussed their approach to hosting screenings for diverse city groups through organic partnerships, which has proven effective in building new audiences. Having relocated a few years ago, they are focused on rebuilding their audience and fostering trust.
Pavol Sklenka (Kino Úsmev) received accolades for their efforts to include marginalized groups in their cinema. Post-pandemic, they have been proactive in becoming more inclusive and attracting audiences back to the cinema. They now host autism, dementia, blind, and deaf-friendly screenings, leading to increased exposure and fostering tolerance and audience engagement.
Tomas Tengmark (Bio Bristol) shared an interesting example of collaboration with various partners and organizations. They provide cinema space for film programs, with the partner responsible for marketing and promotional activities, even to the extent of managing their social media. This approach has resulted in sold-out screenings and collective funding for certain programs due to its success.
Session 12 marked the conclusion of the Innovation Lab in Sofia. Participants were encouraged to reflect on actionable insights to implement in their cinemas, discuss these with their peers, and pen a private letter to themselves to be opened at a later date. The day ended with drinks at G8 and say farewell to each other.