Milan, 23 September 2004
PRESS
RELEASE
An analysis of the European cinema market,
with special attention to the Hungarian situation and that of the multiplexes,
based on the statistical data collected in the "European Cinema Yearbook",
opened the second day of the MEDIA Salles' course "European Cinema
Exhibition: A New Approach" now taking place in Budapest.
This was the background for the talks by Tony Meehan and Rob Arthur
of RAAM Management Limited (UK), who explained the role of strategic communication
and promotional events in the success of movie theatres.
Particularly for Tony Meehan, "clear communication objectives and planning
are essential for any cinema exhibition company. Companies who fail to
plan, are planning to fail. The dynamics of the European exhibition business
have changed dramatically in the past twelve months. The sale of Warner
Bros, Odeon and Uci will provide new and exciting challenges to all operations
across Europe".
According to Rob Arthur, "it is essential for all cinema companies,
large and small, to have clear management guidelines and procedures to
ensure excellence in the delivery of customer services. Consolidation
of the cinema exhibition in Europe is only just starting. European cinema
operators have the responsibility and opportunity to take their businesses
forward".
The importance of devoting attention to the spectator, to his tastes and
demands, as a starting point for the elaboration of diversified strategies
according to the different types of audiences, also emerged in the visits
to two art-house cinemas in Budapest: the Cinema Muvész - whose programming
addresses a young audience - and the Uránia National Cinema Palace. Ilona
Kozma, Distribution Director of Budapest Film, who manages the Muvész,
stressed "entirely original programming, with activities and screenings
specifically for young people and schools and films of alternative content,
together with great European successes". All this is accompanied by carefully
organised promotional work, which also uses pricing as a device: one example
is the "Muvész card", which allows for a 30% discount on screenings.
The Uránia - as was explained by Edit Bakos, Vice Director of the
Cinema - "has three screens with a programme that makes ample room for
Hungarian films, European movies and débuts by new directors; it includes
the screening of "classics" for primary and secondary schools and "cult"
and art-house movies for university students, while during the Hungarian
Film Festival art-house films specifically addressing young directors
are screened". The special activities organised by the cinema do not neglect
series devoted to "far-off" cinema, like the one now running on Australian
films, concerts of classical and jazz music and tango lessons, amongst
others.
For further information:
MEDIA Salles
Via Soperga, 2
I-20127 Milan
Tel.: +39.02.66984405 - Fax: +39.02.6691574
E-mail: infocinema@mediasalles.it
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