REACH’M is a partnership between virtual cinema pioneers Picl and Medialoc, supported by the Creative Europe MEDIA program. Over the past three years, REACH’M has aimed to expand the audience base for European arthouse films and make them more accessible. By focusing on hybrid release models that combine online and offline viewing experiences, REACH’M seeks to broaden access, reach a diverse range of viewers, enhance these films’ impact, and deepen audience engagement.
A Focus on Hybrid Viewing for cinemas
The film industry has undergone significant transformation in recent years, driven by evolving audience behaviour and rapidly emerging technologies. Cinemas face the challenge of integrating online programming alongside their traditional in-theater offerings, calling for a hybrid model that combines both viewing experiences and opens up new opportunities for engagement and growth. At REACH’M, our foundation is Virtual Cinema: offering films online in collaboration with local cinemas.
This approach allows for a deeper connection with audiences, improves film accessibility, and enriches the viewing experience. Additionally, data collection offers valuable insights, enabling cinemas to tailor programming to audience preferences and gain a better understanding of viewer interests.
However, this hybrid model also presents challenges. Combining Virtual Cinema and Classical Cinema requires a different organizational approach. There is strong demand for clear expertise on managing this transition. To support cinemas in this shift, REACH’M conducted research on how cinemas across Europe are developing and implementing their Virtual Cinema offerings.
Read more about the insights, results and impact of REACH’M here.