Reg. Trib. Milano n. 418 del 02.07.2007 - Direttore responsabile: Elisabetta Brunella

International Edition No. 198 - year 17 - 4 July 2022

Special issue on the occasion of the eleventh edition of Ciné
- the convention of the Italian exhibitors and distributors -

more than 15,000 subscribers

Dear Readers,

Paolo Protti not only in Italy but throughout the world, cinema exhibition is going through an epochal change after the shock caused by the pandemic.
It is on this changing scenario that, particularly in Europe, the ecological transition of movie theatres is taking place. Directed towards the practical need to safeguard the Planet’s resources and reflect society’s growing environmental sensitivity, this shift can at the same time propose new business models that make cinema management more economic and with lower environmental impact.
We cannot forget today what is happening in the field of energy supplies and the costs deriving from the economic crisis linked also to the war in Ukraine. But looking to the future means attention to necessary and unavoidable “green practices”.
MEDIA Salles contributes to the debate on this issue, so crucial for the future, by making available to industry players and their institutional counterparts reliable and up-to-date data and information, as always.
In this issue, the focus is on recycling and re-use, essential strategies for reducing plastic waste and for a more rational use of the Planet’s not unlimited resources.
This is an objective that requires a close alliance between theatres, audiences and institutions.

Looking forward to seeing you again at Ciné 2022,

Paolo Protti
President of MEDIA Salles


When the trash of many becomes a treasure for everyone
by Elisabetta Brunella

Not to resign ourselves to “trash” is one of the messages that emerges from the animated film “Trash - La leggenda della Piramide Magica”, which narrates the adventures of a series of waste products - a cardboard box, a soft-drink bottle, a battery container - all looking for a second life. But it is also one of the objectives clearly taking shape in the strategies of cinema exhibition businesses in their path towards sustainability.

Science and technology have a lot to say in this innovative approach. Suffice it to quote the exemplary case of Prof. Alireza Kharazipour, a keen film buff, who followed the intuition that came to him at the cinema, to re-use popcorn waste. Today the university where he teaches, the Georg-August in Göttingen, is in the avant-garde of experimentation in the application of this new material in various fields: from packaging (one of the sectors where most plastic is consumed) to furnishings, from the insulation of buildings to tableware. Single-use yes, but compostable.

Several cinemas are attempting to limit the use of plastic - often almost “invisible”, yet ever-present - for example in the form of the film covering the inside of paper containers.

There are two main directions in the most frequently adopted measures: to opt for biodegradable materials or those that can be recycled or to make sure that plastic recipients can be re-used several times.

The cinema Lux in Massagno, Canton Ticino, – newly renovated and with thermal insulation coating – has opted to re-use cups and flûtes, which have been personalised with the cinema’s own logo.

From the United States, in particular from the NCG chain with its 25 complexes in 9 states, comes the “free refill” formula, aiming to encourage the spectator to spend around 20 dollars on a giant bucket of popcorn at his first visit. Afterwards, for a whole year, the owner of the “magic bucket” can refill it as full as they like for just 4$ every time they revisit the cinema.

The “Recup / Rebowl” initiative also focuses on re-use. Widely used in Germany, it offers all businesses selling food and drinks in plastic containers a formula for encouraging the customer to return the classical coffee cup or salad bowl to one of almost 12,000 locations. As for the movie theatres, amongst the “early adopters”, the Cinecitta in Nürnberg stands out, the famous complex founded in 1995, which has continued not only to add to the number of its screens, but also to adopt increasingly advanced technology.

(To read more, click here)

From CineEurope 2022

An Italian exhibitor at CineEurope, in search of good ideas for the future of his cinema
Interview with Donato Cosmo, Cinema Gerardo Guerrieri, Matera

Why did you decide to take part in this year’s CineEurope?

Donato CosmoWith the aim of leaving the pandemic behind me, I came here in search of new developments. I’ve always been curious and understanding what lies just round the corner is important to ensure a future for the cinema. This is the attitude that inspired me from the start of the digital shift to take part in the training courses offered by MEDIA Salles in various European countries. And I’d also like to offer my audiences something new.

Who is your audience?

I might define it art house. Our spectators like quality films - and this is very stimulating for a programmer - whilst, on the other hand, they find it hard psychologically to get back to the cinema.
Unfortunately, the fact that in Italian theatres masks have remained mandatory even after the first of May, while this measure has been lifted in other places, has indirectly fuelled the idea that the cinema is not as safe compared, for instance, to a restaurant.

Many Italian cinemas lately have applied for access to the PNRR funds devolved for innovation and energy saving. Have you done so?

The cinema I manage in Matera was recently renovated, when the town was nominated the European cultural capital. The renovation work affected various aspects, more or less directly visible to the spectator. The armchair seats, for example, were replaced and the heating and air conditioning was overhauled.

(To read more, click here)

CineEurope 2022: the participants' impressions
Bernard Collard
Director of Sales and Business Development EMEA - Strong-MDI

CineEurope was indeed a very good show for Strong-MDI and I trust for the whole cinema industry. There were more than encouraging and positive signs coming from our partners and from exhibitors during our multiple
meetings. It looks like there is more confidence in a better future.

(To read more, click here)

Ilmari Arnkil
Exhibition and Distribution Specialist – Finnish Film Foundation

It was reassuring to hear from all the studios and key players that they are still largely committed to a meaningful theatrical window. The pandemic might still make a comeback and that commitment could be put to the test.
But all in all, it was very inspiring to see the optimism and confidence of the industry after such a rocky couple of years.


This column hosts news and information coming from theatres that have been the subject of previous articles.

Issue no. 194 of DGT online informer presented a panorama of the main cinema circuits operating in Hong Kong. From 15 to 31 July several of these theatres will host a wide-ranging selection of films made in Europe, promoted by the European Union's Hong Kong and Macao Office in collaboration with member states and Switzerland.
Prestigious cinemas such as the
Broadway Cinematheque, Premiere Elements, PALACE ifc, MOViE MOViE at Cityplaza, and MY CINEMA YOHO MALL will screen premières for this region of the titles that have won awards at important festivals.

Amongst these are the Polish film "Leave no Traces", the Slovakian “Servants", the Hungarian “Cream" and the Finnish “The Blind Man who did not want to see Titanic". From the European countries with a Mediterranean coastline come the French film “À l'Abordage", the Maltese “Luzzu" and the Italian “Like a Cat on the Highway 2".

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Edito da: MEDIA Salles - Reg. Trib.
Milano n. 418 dello 02/07/2007
Direttore responsabile:
Elisabetta Brunella
Coordinamento redazionale:
Silvia Mancini
Raccolta dati ed elaborazioni statistiche: Paola Bensi, Silvia Mancini