Where physical screenings suffered back in 2020 and 2021, virtual screenings blossomed. During the pandemic, film exhibitors did not really have a choice and massively moved its program online. Technically, virtual cinema took a huge leap forward in a short time-frame because of this.

During the REACH’M project we made use of this momentum and explored how this technological peak could be best anchored and further nurtured. We aimed to explore how hybrid technical solutions could best support European cinemas and distributors in reaching their audiences, doing so through a number of technical pilots and innovations in the course of 2022, 2023 and 2024. Moving technical solutions from ad hoc and reactive to sustainable in order to strengthen European arthouse cinema for the long term.

In our extensive report on the position of technology within virtual cinema and hybrid models we delve into the technical pilots we conducted and technological innovations we developed during the past three years. We also explore the relationship between the technology underpinning film exhibition and the opportunities or limitations it creates for establishing a business case for film exhibitors. Because in essence, film is a technical medium. The emergence of modern film exhibition as we know it today is rooted in numerous technological developments. Looking at the history of film exhibition, we see that technology and technical innovation have always been key enablers for creating business models around film exhibition. Technical innovation can create new conditions for certain aspects of the existing business case for “traditional film exhibition,” such as staffing costs, distribution costs, and programming flexibility. But technology and technical innovation can also play another role in cinema: that of a driver for new business models.

How we can use technological innovation, rapidly developed in the past few years, in a sustainable way so it can cater a hybrid viewing situation? In our report, we explore how we can better support business models for virtual cinema or identify new opportunities. Read our full on the position of technology within virtual cinema and hybrid models here.