CINEARTE. A network of Arthouse cinemas in Spain

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1 CINEARTE A network of Arthouse cinemas in Spain Sevilla, 14 November 2014

2 In the last 10 years, Spain has lost 35% of its movie theatres and 43% of the tickets sold at the box office cinemas tickets cinemas tickets Reduction: cinemas tickets CINEMAS BOX OFFICE - 35% - 43%

3 Most of this cinemas that closed were urban movie theaters the last cinema in small towns the only one that programmed Arthouse movies

4 They couldn t cope with: reduction of incomes because of lack of public free access to films through TV and internet downloading financing the costs of digitalisation

5 The shut down of Altafilms, the main arthouse chain across the country, with 18 Renoir cinemas and 170 screens was a great loss. Some of those closed Renoir cinemas has been reopened by Non-Profit associations created by citizens that wanted to preserve their Arthouse theatres CineCiutat (Palma de Mallorca) July 2012 Cines Zoco Majadahonda (Madrid) December 2013

6 Each of this community supported movie theaters has gathered over members, paying 100 /year to support the cinema They proofed that Arthouse movie theatres can be sustainable, with a much more active audience-building strategy

7 There are some other groups trying to reopen an Arthouse cinema in several spanish towns At the same time, new Arthouse cinemas has started recently in Barcelona, Madrid and Sevilla

8 Opposite to other european countries, in Spain there is no organised Art & Essai system Just isolated initiatives, with no public support The only support they get comes from Europa Cinemas

9 But is there a public for Arthouse movies in Spain? Yes, we think there is, and it could increase if there were an organised effort and a strategy to improve cinemas that can program this films

10 How big can this Arthouse audience be? How much cinephiles do we have in Spain?

11 If we take our own data: Palma inhabitants members of CineCiutat = 0,31 % of total population Majadahonda (area) inhabitants members for Cines Zoco = 0,32 % of total population

12 If we extrapolate this percentages to the whole population in Spain 0,3 % of inhabitants = potential cinephiles This audience of cinephiles go at least 2 times a month to watch a film in a theatre That makes cinephiles * 2 times a month * 12 months = tickets/year

13 Total tickets sold in Spain in tickets Tickets bought by potential cinephiles tickets (4,66%) 4,66 % of the total tickets buyers are potential cinephiles In other european countries, Arthouse cinemas represent 10 to 25% of the total box office

14 We believe that the potential Arthouse audience in Spain can be much bigger But for that, Arthouse cinemas need to survive, get support, and build their own audiences That s the reason for us to create CINEARTE Red de Cines Independientes

15 CINEARTE starts with 11 cinemas in Barcelona Sant Feliú de Llobregat Girona Majadahonda (Madrid) Las Rozas (Madrid) Sevilla Palma de Mallorca Ferrol Alfas del Pi (Alicante) (Barcelona)

16 And groups working to reopen a cinema in Santiago de Compostela Santander Zaragoza Pamplona Granada Avilés Tenerife

17 We will invite all the cinemas programming Arthouse films to joint this network We need a strong network, with a solid support from the citizenship With international backing from CICAE and Europa Cinemas

18 Who we are? CINECIUTAT (Palma de Mallorca) CINES ZOCO MAJADAHONDA (Majadahonda, Madrid) CINES EL SEPTIMO OFICIO (Las Rozas, Madrid) CINEMAS GIRONA (Barcelona) CINES MALDA (Barcelona) ZUMZEIG CINEMA (Barcelona) CINEBAIX (Sant Feliú de Llobregat, Barcelona) CINEMA TRUFFAUT (Girona) CINECLUB PATHE QUINTERO (Sevilla) CINE DUPLEX (Ferrol) CINES ROMA (Alfas del Pi, Alicante)

19 WHAT TO DO NOW WE WANT TO BECOME A STRONG NETWORK TO INCREASE THE ARTHOUSE PROGRAMMING IN SPAIN WE INVITE ANY OTHER CINEMAS WITH THE SAME AIMS TO JOIN THIS NETWORK

20 OBJECTIVES AND ACTION PLAN

21 ASSOCIATIVE MOVEMENTS Promote the association of movie theaters programming or wishing to programm "Arthouse" cinema Promote and support new forms of management of movie theatres, such as "associative cinemas", "citizens cinemas" and any other public or private formula that allow their survival Promote the programming in Original Version Contribute to the reconstruction of the productive tissue of the cinema in Spain, through the recovery of viewers to the theatres

22 QUALITY BRAND Coining the term CINEARTE as a quality brand that identifies the movie theatres with this type of programming, and at the same time defining the cinema produced and distributed in Spain under labels like arthouse, art and essay, author cinema, independent film, cultural cinema, etc... Promoting the "Cinediversity" through a programming that accommodates all the cinematographies, depending on their quality and interest, and irrespective of its merchantability

23 NEW AUDIENCES Provide access to viewers to quality films in largescreen movie theatres Encourage the creation and consolidation of new audiences for Arthouse movies in Spain, especially through specific attention to child and youth publics Add value to the experience of watching quality film on large screen, as a way to reduce the interest for illegal downloading and piracy

24 EDUCATION Promote the assistance of scholars and students to movie theatres, programmings quality cinema, thematic cicles, classic films, etc... Support film education, both in schools and in the own exhibition rooms, through masterclasses, workshops and training courses Promote the awareness and exhibition of classic quality films, with special measures of support (by filmoteques and other cultural institutions) for the programming of these films

25 RESEARCH AND INNOVATION Developing research and innovation in the ways of watching movies in theaters, to increase the viewer's experience and its added value New forms of recruitment and activation of niche and specialized audiences, through systems such as the "TOD Theatrical On Demand" and others using internet and social networks as a platform of promotion

26 SPANISH CINEMA Supporting the programming of spanish quality cinema, and to films in the different coofficial languages (catalan, basque, galician, etc...) and to less represented formats such as documentaries

27 MEASURES OF SUPPORT Reclaiming measures of support to Arthouse cinemas from the Government, ICAA, regional administration and municipalities, like the ones that are usual in other european countries Reduced VAT for this type of cultural movie theaters State, regional, or municipal support at different levels: stable premises, assignment or rental equipment rehabilitation of former cinemas or theatres), and make them available price bonification for specific audiences (young, retired, unemployed, etc...)

28 ARTHOUSE COMMISSION Creation of a Commission to define what movies could be labelled as Arthouse films in Spain

29 CITIZENS CINEMAS GROUPS OF SUPPORT Supporting citizens groups, neighborhood associations, professional bodies and any other type of public initiatives proposing the rescue of movie theatres and its re-opening under the model of "Arthouse" cinemas Launching of campaigns for the recruitment of partners and support for groups that promote the rescue of cinemas

30 DISTRIBUTION Promoting the distribution of quality films, european cinema, independent film and emerging or under represented cinematographies Boosting the relationship of these movie theatres with film festivals and distributors

31 MARKETING AND PROMOTION Development of social networks and new systems of promotion and communication for networks of cinemas "Arthouse" in Spain Establishing of differentiated marketing and promotion circuits for this type of movie theaters Support for the promotion of arthouse cinemas, their programs and film releases: - in public media (TVE, regional, local TVs, radios, etc.) - promoting the presence of directors, actors and producers and their contact with the public