Industry Panel Debates The Future Of Cinema At DCM Introduction To Cinema Event

Digital Cinema Media (DCM) hosted a panel session on ‘The Future of Cinema’ today as part of its annual ‘Introduction to Cinema’ media training event at BAFTA.

The diverse panel, hosted by DCM’s Film Specialist, Tom Linay, included: Danny Barnes, Head of Investment at PHD, Michael Kalli, Head of Corporate Sales & Advertising at VUE Entertainment, Mike Bennett, CEO/Creative Director/Founder, Oil Studios and Joe Evea, Commercial Director at DCM.

Themes covered by the panel included the ongoing transformation of the cinema environment, the role of film as the ultimate storytelling vehicle and the consumer demand for consuming quality content on multiple platforms.

Vue’s Michael Kalli explained how cinema chains have made the foyer and pre-film experience a priority: “Every pound has to work a little bit harder. Whether it’s a consumer’s or an advertiser’s hard earned cash. We’ve all stepped up to the challenge to make sure that when someone comes into our foyers they are enchanted by the world of film from the moment they come in.”

DCM’s Joe Evea added: “I think this evolution is really interesting - particularly as we represent different exhibitors. If you look at the Picturehouse model, it’s about the experience itself - if you go to the cinema you can have a meal, you can have a drink and you feel relaxed. I think that is future-proofing their business and it’s a trend that will continue.”

Danny Barnes agreed that the high-end environment is important to the media buying process, explaining how people look forward to the cinema experience and this enjoyment makes the advertising experience more fun. Mike Bennett added: “You can watch a film anywhere - on a mobile phone, on a seat-back on a train or at home. So cinema had to evolve and offer more.”

Following continuous advances in digital cinema technology, the conversation turned to the subject of 3D and Dolby Atmos. Kalli explained how Vue’s customers come to watch film in the best possible environment with cutting-edge technology such as Dolby Atmos surround sound and 4K image projection that you cannot get at home. It is this technology, in his opinion, that keeps cinema ahead.

Besides technology, Bennett feels that going to the cinema is somewhere we go to escape in our lives: “Going to the cinema is part of the bigger cultural mix. You go to the cinema because it’s a much better experience. I want to escape from what I do, shut off the computer for three hours and go to experience that stuff.”

“Cinema is the best place to go and see a great piece of storytelling. And if cinema can then glue you into that with the pre- and post- film experience it connects the whole story. Then, from a media and brand advertising perspective, you can connect your audience all the way through it without interrupting.”

Danny Barnes elaborated on the power of cinematic storytelling: “Cinema’s USP has always been its storytelling power. It’s the ultimate platform as far as I’m concerned. It’s the lead platform for creativity, for content and for escapism. You have got people in the perfect environment to tell a story, whether from a film or advertising perspective.”

Danny also drew on the effectiveness of that cinema can deliver, in addition to its immersive nature: “We all know that cinema adds incremental cover to a TV campaign. We also know it adds ROI. We’ve done the work. Every other medium has strengths but for escapism and involvement in what you’re watching cinema is by far best.”

The Introduction to Cinema also included presentations on dynamic new cinema advertising possibilities to reach audiences in a multi-platform world before, during and beyond the movie, as well as a guide to planning and buying routes and a look-ahead at the upcoming film-slate. For news and information on more DCM presentations and events, find out more from your DCM sales representative.

The presentation from the event can be viewed here