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Activities - 10/05/2017


Audience Development & Innovation Lab - Bologna 24-28 June 2017


Europa Cinemas and Cineteca di Bologna (Italy) review their partnership for the thirteenth year in a row and invite you to participate in the upcoming Audience Development and Innovation Lab entitled Building Inclusion and Reaching Out to New Audiences from Saturday 24th to Wednesday 28th June 2017.

Join this lab to re-energise your practice, share expertise and experiences in audience development with cinema practitioners from across Europe. Taking place at the inspiring Il Cinema Ritrovato Film Festival, dedicated to ‘rediscovering’ lost or forgotten cinema, the lab is led by Madeleine Probst (Vice-President of Europa Cinemas and Cinema Producer, Watershed, United Kingdom) together with Mathias Holtz (Programming Manager, Folkets Hus och Parker, Sweden), Daniel Sibbers (Marketing Director, Yorck Kinogruppe, Germany) and Hrvoje Laurenta (Manager, Kino Europa, Croatia and Europa Cinemas Awards 2016 – Best Programming winner), with a special guest contribution from the social media expert Marco Odasso (Marketing Director, Ventuz, Germany).

The focus will be on inclusive and forward-thinking approaches to audience development in-venue and online, in particular in relation to younger generations of digital natives that perhaps haven’t grown up with the idea that cinema is for everyone.

The Lab will also look at ways of better understanding barriers to engagement, from simply getting lost in the multitude of content and experiences available to pricing, accessibility and discoverability issues.

It will tackle topics such as:

- Getting to know existing and new audiences better through data capture, benchmarking and evaluation as well as making the most of data-driven insights;

- Reaching out to audiences with relevant personalised content, tone and timing, responding to user behaviours and accessibility needs;

- Navigating the proliferation of social media platforms to improve audience reach and engagement including DIY solutions;

- Igniting conversations and activating interest in cinema going and/or a specific film or topic;

- Evaluating the effectiveness of campaigns and experiences and developing more responsive editorial and programming strategies;

- Improving accessibility, discoverability and experience design to develop audiences and depth of engagement with audiences; from online user journeys to in-venue experiences.

There will also be space for reflection on how more inclusive organisational cultures might help build awareness and engagement with audiences and why ‘making a habit’ of constant innovation is probably the key to staying relevant. As Samuel Beckett brilliantly put it: "Ever tried. Ever failed. No matter. Try Again. Fail again. Fail better.”

Open Slot sessions will also give participants the space to share a problem, pitch innovative ideas and/or identifying potential international collaborators for new projects.


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The application form has to be returned by e-mail by Wednesday 24th May 2017 at the latest to: Sonia Ragone (  ).

Please note that returning this application form to us does not automatically mean you will take part in the lab. Europa Cinemas will confirm the list of participants at the end of May.



Hotel room booking: Europa Cinemas and Cineteca di Bologna will book your hotel room in Bologna and will cover room costs (single room) for one person per exhibition company, for three out of four nights. The fourth night will be covered by the participant.

If you would like to book further rooms or extra nights, you can benefit from our special rates. Please let us know your requirements as soon as possible so we can make your reservation.

Zanhotel Europa , Via Cesare Boldrini 11, Bologna

Single room rate: 75€/night (breakfast included, 2€ tourist tax excluded)

Double room rate: 84€/night (breakfast included, 4€ tourist tax excluded)

Travel expenses: travel expenses to Bologna are to be paid by you. When booking, please try if possible to arrive on Saturday 24th June before 2.30 pm (the seminar starts at 4.00 pm) and depart on Wednesday 28th June after 2.00 pm. However, please DO NOT PURCHASE your ticket before we have officially confirmed your participation.

Meals: Dinner on Saturday 24th June as well as lunches on Sunday 25th, Monday 26th, Tuesday 27th and Wednesday 28th June are organized and paid by Europa Cinemas.

Translation: Simultaneous translation into 2 languages (English and Italian) will be provided during the five days of the seminar.


If you need more information, please do not hesitate to contact:

Fatima Djoumer, Head of International Relations:

Tel. +49 30 61 40 22 00, e-mail:

Sonia Ragone, Young Audience Coordinator & Project Coordinator for Italy:

Tel. +33 1 42 71 83 64, e-mail:

Alexis D‘Huyteza, Project Coordinator for the United Kingdom and Ireland, Market Analysis & Statistics:

Tel. +33 1 42 71 12 44, e-mail:


Spend five days to reflect on these timely questions, take part in practical workshops, share with your peers, extend your networks and unleash your creative thinking!


Download the application form

List of participants