For the past few months, movie theatres around the world have been working hard to prepare to welcome audiences back safely. In response, Cinionic, the Barco, ALPD, and CGS cinema joint venture, launched the #CinemaReady campaign. The initiative celebrates the shared love for the big screen experience and provides resources on what to expect during your next trip to the movies.
“With theatres reopening around the world, our passionate team of cinema professionals wanted to be some of the first to reconnect with the movie-going experience,” said Carl Rijsbrack, chief marketing officer, Cinionic. “Audiences have missed getting out of the house and going to the movies. With #CinemaReady, we celebrate our colleagues across the exhibition industry who have worked to create ways for us all to return to the big screen experience, where it is safe to do so.” I recently spoke with Rijsbrack via email to learn more about the effort.
Digital Cinema Report: What was the impetus for the #CinemaReady campaign?
Carl Rijsbrack: As Cinionic is 100 percent dedicated to cinema, we felt it was our responsibility to take a leadership role in the recovery of the exhibition industry. Throughout the pandemic, we have continued to introduce new initiatives to support our global partners, including a free 3-month warranty extension, custom financing programs and free virtual training, as well as additional resources and guidance to help cinemas as they begin to switch back on.
Cinionic delivers the best movie-going experiences for audiences worldwide, so we keep that in mind in everything we do. As cinemas around the world begin to reopen, #CinemaReady was the natural evolution of our efforts. The campaign speaks directly to moviegoers, celebrating the shared love of the big screen experience and providing resources on how cinemas are preparing to welcome audiences back safely.
DCR: What has been the reception so far?
CR: We are heartened by the response of our peers across the industry. Alongside local initiatives in many countries, we look forward to monitoring and supporting the return of moviegoers over the months ahead.
DCR: How many theatres have participated to date?
CR: #CinemaReady is a global celebration and the initiative has been resonating with moviegoers and exhibitors worldwide. So far, theatre participation has been organic, fueled by the passion of moviegoers, and our exhibition partners’ efforts to reopen as safely as possible. We’re proud to include theatres from around the world, with more being added all the time.
DCR: What other initiatives has Cinionic taken to support the global exhibition community?
CR: Over the past few months, Cinionic has become a leading resource for exhibitors worldwide, launching a series of measures to support our partners in exhibition. This includes everything from a free three-month warranty extension and custom financing programs to webinars, free virtual training, and guidance for partners as they begin to switch back on.
DCR: How long will the #CinemaReady campaign last?
CR: #CinemaReady will continue as long as the campaign is relevant and supportive of exhibitors and moviegoers looking to return to cinema.