Magazine article Screen International

Event Cinema in the Spotlight at CineEurope

Magazine article Screen International

Event Cinema in the Spotlight at CineEurope

Article excerpt

The Event Cinema Association (ECA) - the international trade body for the event cinema industry - is set to host a panel about the future of the medium at the forthcoming CineEurope trade show in Barcelona.

The panel will mark the nominal ten-year anniversary of the medium, which encompasses content from sports to theatre and concerts being beamed into cinemas, either live or pre-recorded.

Speakers will include Marc Allenby of the UK's Picturehouse Entertainment, Franco di Sarro of Italy Nexo Digital, Nicole Heim of Germany's Cinecitta, Simon Tandy of the UK's Motion Picture Solutions, Mönica Tornblom of Sweden's Folkets Hus och Parker and James Dobbin of Showcase Cinemas UK & International.

Speaking to Screen, ECA managing director Melissa Cogavin [pictured right] recalled the origins of the medium: "We [the ECA] branded it event cinema but before then it was branded alternative content. The hardest thing was trying to get the message out there. Part of what we did at the ECA was to give it a brand and to help it on its way.

"At first, the industry were accepting of event cinema but didn't instantly embrace it, says Cogavin: "The industry welcomed it but people were bemused by it as well because they couldn't categories it and they didn't know where it was going to go."

Ten years later, bouyed by heavyweight cultural organisations embracing the medium such as the Metropolitan Opera and the National Theatre, event cinema revenues have grown substantially, with grosses hitting $300m worldwide for the first time in 2014.

In the UK, the medium grossed $52m in 2014, 3. …

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