SAMENVATTING PRESENTATIE AVIVA SILVER - MEDIA 2007
Dag van het Filmberoep - 12 oktober 2009

• We are in the middle of a digital revolution. It is amazing how far and fast digital technology is changing everything in the production chain, and changing customer behaviour. New operators, enormous audiovisual amount available, social networking and content providers trying to use these social networks. Formats are changing, new platforms (VOD, online film communities): great opportunities for circulation of European content.
  
  
• But also risks: great financial risks for exhibitors, and implications for distributors. Is there enough digital content available? How will exhibitors' and distributors' roles change? Cinemas are very important as meeting places, they need to tap into the opportunities of digital (cinema-on-demand, festivals, wider offer,...) and they need a solution for the financial risks. One such solution is the VPF-deal, but no European distributor has signed such a deal to date, and it is not sure they meet the needs of smaller and European cinemas. Cinemas are also important in terms of accessibility of culture => important for member states.
  
  
• New skills will be required for digital screening
  
  
• In this enormous offer of audiovisual content, marketing becomes very important. In the States +/- 20% of a movie's budget goes to marketing; in Europe, max 5% à how to make audiovisual content visible?
  
  
• Business models: free + advertising? Rental/purchase? Monthly payments? How to deal with rights? What about illegal downloading?
  
  
• MEDIA is supporting multiplatform works, 360° degree projects, bridge-building between games, tv, animation and cinema. Interactivity. Some new online film community projects from member states have shown how Europe can come up with some really intelligent designs, if Europe understands and uses innovation.
  
  
• MEDIA is elaborating a policy specifically for digitisation of cinemas: digital projection and its consequences in the production value chain. Next up are a public consultation and a communication on a support scheme (to be announced early 2010). Also Eurimages provides support for digitising masters, but almost no take-up so far! (little interest on the side of distributors)
  
  
• The role of cinemas is crucial, they are a way to make content visible. Going digital is a question of using new forms of marketing, being innovative with emerging audiences, using networks and communities to bring films to people's attention.
  
  
• MEDIA supports all forms of content (unless a commercial or racial message).

Aviva Silver. Dag van het Filmberoep. 12 oktober 2009. Foto: Ann-Sophie Kestelyn