Milan, 28 September 2004

PRESS RELEASE

The importance of developing strategic communication - now of decisive importance, due also to the new balance of the cinema market determined by the multiplexes - based on careful attention to the tastes and demands of different types of audiences. But also the various forms of promotion for European films in different types of cinemas, from single-screen to multiplex, and a good look at the numerous initiatives that are springing up around digital cinema, such as the use of electronic systems for the screening of advertising and the launch of digital screen networks supporting domestic and "specialty" films. These were the main topics in the fourth edition of the course "European Cinema Exhibition: A New Approach", run by MEDIA Salles in Budapest from 22 to 26 September. The initiative, which was held with the support of the European Union's MEDIA Programme and of the Italian Government, involved over sixty professionals, including exhibitors and experts, from 15 different countries. An important role was played in the course by the exchange of experience amongst the participants themselves, who represented both small- and medium-sized exhibition companies as well as large chains, and by the visits to the different types of cinemas operating in the Hungarian capital.

All the press releases issued during the course in Budapest can be consulted on-line at the MEDIA Salles' website, in the "Training" section.

The next training event promoted by MEDIA Salles will be held in April 2005 in Kuurne, Belgium, with the second edition of the course "DigiTraining Plus: New Technologies for European Cinemas", devoted specifically to digital cinema and organised in collaboration with Barco.

For further information:
MEDIA Salles
Via Soperga, 2
I-20127 Milan
Tel.: +39.02.66984405 - Fax: +39.02.6691574
E-mail: infocinema@mediasalles.it