CINEMACON: EXHIBITORS HOPE ALTERNATIVE CONTENT WILL FILL SEATS
“Alternative content requires targeting a new audience of senior citizens, singles and empty-nesters, who typically shun theaters on Friday and Saturday nights but are receptive to visiting the rest of the week if the right content is offered,” notes the article. The concept also requires exhibitors to understand marketing.
One problem with new approaches to alternative content in theaters is the distribution process. While feature films are usually shipped to theaters on hard drives, this does not work with live content.
The Digital Cinema Distribution Coalition — a partnership of Cinemark, AMC, Regal, Warner Bros. and Universal Pictures — is working to deliver content electronically using satellite bandwidth and high-performance “catch servers.” DCDC has signed content partners Disney, Fox, Lionsgate, Open Road, Paramount and Sony, while National Amusements and Southern Theatres are now exhibitor customers.
The new equipment, which is being provided at no cost to exhibitors, launched at 1,200 venues representing 17,000 screens last fall. The coalition is “doing substantially better” with the rollout in 2014, says DCDC CEO Randy Blotky, who will appear on a CinemaCon panel to discuss such progress.
In related news, DCDC has pacted to acquire the Deluxe/Echostar satellite network. “It’s a huge leap forward for DCDC and for the industry, really,” said Blotky about the acquisition.
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