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

International Edition No. 58 - year 5 - 20 February 2010


From the seventh edition of the course
“DigiTraining Plus: European Cinemas Experiencing New Technologies”

Helsinki, 17-21 February 2010

- daily update -

Welcomed by the manager, Aku Jaakkola, this morning the DGT participants visited the Biorex cinema in Espoo’s Sello shopping mall, one of the most important in Finland, situated a few kilometres from the capital. One of the most important topics of the day – how movie theatres will be evolving in the near future – was introduced in the presentation by Walter Munarini of Open Sky, centring on the 3D events offered live via satellite. Digital technology thus promises more varied content but also a new way of establishing the relationship with spectators and potential audiences: this is what emerged from the talk by Frauke Feuer, of Peaceful Fish, who outlined the project “Digital Alfie”, which the Biorex Sello is taking part in. This initiative – which has obtained the support of the MEDIA Programme – aims to provide digital theatres with the means for building an online community and responding better to the expectations of their audiences.
After the brief journey through a northern landscape of sun and snow at a temperature of -20°, the participants regained the Auditorium of the Finnish Film Foundation where Guillaume Thomine-Desmazures explained the business model for digital transition proposed by Arts Alliance Media, giving further information on the topic dealt with the previous day by Fabrice Testa representing XDC.
Jonathan Davis, consultant for audiovisual policy, then spoke on the financing of digitalization. In his overview of the forms of public support already adopted or being identified in Europe at a national or regional level, he recalled the declaration signed last September by the national institutions responsible for cinema in Europe: “It is in the public interest for the digitalization of European theatres to take place rapidly and efficiently and for public support to increase diversification of offer in the field of the cinema.” He thus completed the picture traced by Kerstin Degerman, Head of the MEDIA Desk Finland, who had announced the intervention of the MEDIA Programme, to be launched next summer: “The European Commission is aware that digitalization may represent a strong risk for small exhibitors. This is why the measures that are to facilitate the adoption of digital equipment will be directed mainly towards those who need it most.”
Harri Ahokas, Director of national distribution for the Finnish Film Foundation, took up these points: “Public aid is money with ethics and a moral. When we talk about digital transition, this can be translated into greater diversification. Diversification of programming in terms of cinema genres, the films’ countries and cultures of origin and the public they address. Making space in the programming for different types of home productions is part of the ethics of public financing.”
The course was rounded off by a glance at the future: Tommi Rissanen, of Dicole, attempted a sortie into next decade, sharing some reflections on how audience expectations will evolve. There are three key concepts: technology, interaction, experience.

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