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Activities - 19/09/2017


Europa Cinemas Innovation Day Lab (San Sebastian - 25th September 2017)


Innovation Day Lab

Europa Cinemas is joining forces with Zineuskadi and Creative Europe Desk MEDIA Euskadi to propose the Innovation Day Lab organised within the San Sebastian Film Festival: „Growing cinemas‘ outreach in their communities“ - Monday 25th September 2017 – 9:30am - 6:00pm - Tabakalera, Espacio Kutxa Kultur.

This Lab will focus on audience development, programming, networking and marketing practices for cinemas. Participants will consider these topics in practical workshops, discussions and case studies. The goal is to provide a platform where cinema participants can share strengths, weaknesses and best practices, as well as strengthen the networking among exhibitors.

This one-day workshop will be open to exhibitors from Spain (in particular, Europa Cinemas members) and to all professionals attending the San Sebastian Film Festival.

This seminar will be directed by Jon Barrenechea, Head of Marketing at Picturehouse Cinemas (UK) and Javier Pachón, President of CineArte and CineCiutat (Spain).

In order to attend, please contact Claudia Droc:



9:00 – 9:30am – Registration

9:30 – 9:45am : Welcome

09h45 – 10h30am – GETTING TO KNOW EACH OTHER

Teams of 2 participants: present one another

10:30 – 11:00am - INTRODUCTORY SESSION

-          Cinemas at the heart of their communitites

-          Enhancing the cinema experience

-          Growing the demand for European film, especially among younger audiences

-          Building on a network: the importance of working together

-          Case study : Picturehouse Cinemas, UK

11:00 – 11:15am - Coffee Break

11:15am – 1:00pm – SESSION 1: Build your current audiences, grow new audiences

-          Understanding your current audiences (data gathering, etc.)

-          Audience development through programming: matching films to audiences

-          Identifying the barriers to engagement

-          Bulding relationships: engaging both current and new audiences

Workshop exercise OR Case studies

1:00pm – 2:00pm Lunch

2:15pm – 3:00pm – SESSION 2: Let’s work together

-          Entrepreneurial thinking within a network

-          Exchanges of best practices: share & learn

-          Building partnerships (programming, marketing, buying group, etc.)

Workshop exercise OR Case studies

3:00pm – 5:30pm – SESSION 3: Marketing the cinema experience

-          Promoting your venue & your programming

-          Creating a cinema brand and developing brand loyalty

-          Marketing for the digital natives

-          Developing a relevant use of social media: what works & for whom?

Workshop exercise OR Case studies

4:00pm – 4:15pm – Coffee Break

5:30pm - 6:00pm – WRAP UP & Q&A