"I Miserabili"
Given the impossibility of opening movie theaters, Italy is boosting the sector with the launch of MioCinema, a digital cinema platform which will be available from May 18 and aims to create a community made up of exhibitors, distributors and the public.
Promoted by MYmovies, Lucky Red and Circuito Cinema, MioCinema will offer, together with the cinemas, an integrated offer and a communication system that reaffirms the central role of cinema as a social and cultural reference point in the territory. "The acceleration of the digitization processes that we have witnessed in recent weeks has not left cinema indifferent and today, MioCinema, with its network of cinemas located throughout the territory, aims to reach the public through a close and direct relationship, which makes it incomparable with all the other offers currently online,” said Gianluca Guzzo of MYmovies.it.
MioCinema will allow the public to access the best quality author cinema as it would in a movie theater, but it will also have access to a library of carefully selected films in Italian, as well as the participation of exclusive events, master classes and meetings with talents. The first film available from May 18 is the award-winning "I Miserabili" by Ladj Ly.
For exhibitors, the new platform guarantees an economic return and support, providing a tool through which to digitize and modernize all communication channels with the public. Once the Covid-19 emergency ends, the platform will continue to support programming with a parallel and non-conflicting offer, in full respect of the exploitation windows.
As for distributors, it allows them to enrich, diversify and make their offer more general. "MioCinema was born with the idea that people who love good cinema can enjoy the big screen online. It seems like a paradox but it is not. These people are now deprived of this experience due to the emergency we are experiencing. We want to offer them the opportunity to see the great films that they would see on the cinema through a digital platform. This is a tool that also serves to keep the public informed about the films that will be released when the cinemas reopen. The hope is that the platform will become, when the situation returns to normal, a digital extension of the cinema, where you can find everything that is no longer in the theaters, respecting the exploitation windows," explained Andrea Occhipinti of Lucky Red.
HOW MIOCINEMA WORKS
By registering on the site, the user will be invited to choose their reference room among the participating cinemas in their municipality. The choice of the cinema will be necessary to access all online and offline promotions because they will be broadcast from the room locally. MioCinema also provides, for the streaming service, a TVOD platform. In this case, the user will not have to get any subscription, and he will be able to directly pay for the viewing of one unique film, which will be available for 30 days and 48 hours after the first reproduction.
Once the user has indicated the cinema, he will be able to consult the offer of premium video on demand films and carefully selected and themed films from the library.
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