Eurocinema Expo 2011

DIGITAL CINEMA - How to obtain funds and effectively manage a 3D cinema

Venue: KIJÓW.CENTRUM, Al. Krasińskiego 34, Kraków
Date: February 16-17, 2011

The idea to organize Eurocinema Expo was born out of the statutory mission of the Cinema Development Foundation, and also of the involvement of Apollo Film in supporting the development of traditional cinemas. As a result of the effort of these entities, as well as 4D media relations and a Japanese company NEC Display Solutions, organization of a two-day forum was possible, giving way to a meeting of the representatives of: studio and local cinemas, community centers and institutions running a cinema operation.


On 17th February this year, a two-day conference Eurocinema Expo has ended; it was devoted to issues related to digitalization of cinemas. The meeting attracted over 250 participants from all over Poland as well as guests from France, Belgium, Italy, Germany, the Czech Republic, Great Britain, and Hungary. During the conference the following were discussed: impact of digitalization on regional and cultural development, issues of 3D cinema funding, and opportunities of using alternative content.


During the conference, we have, above all else, discussed methods of fundraising for cinema digitalization, from public funds, support of the Polish Film Institute, Filmoteka Narodowa, through the VPF model, to bank leasing. The Lesser Poland Digital Cinema Network was also presented in more detail - it is a pioneering project for the digitalization of local cinemas in Europe, with the use of structural funds. Whereas Elisabetta Brunella from MEDIA Salles has presented the latest statistics regarding digital cinema e.g. verifying the number of digital screens in Europe. International companies AeroFilms and CielEcran - have presented their offers aimed at alternative contents. This includes transmissions from the most interesting operas and theater shows from Metropolitan Opera, National Theatre, or Bolshoi Theatre.

Apart from that, additional ways of income generation were discussed, such as: advertisement or social media. The latter was presented by Frauke Feuer from Peaceful Fish, indicating the promotional potential, which can be exploited with the use of such platforms as Facebook.

The leitmotif of the conference was the question, which appeared during various lectures: Will modern technologies make cinema fully commercial?

All doubts were finally dispelled by Marta Materska-Samek - MSKC Project Coordinator, who said:

Just look at the Mikro Cinema in Krakow, which lost nothing of its character. Mikro is still a studio theater, which plays a European repertoire, belonging to Europa Cinemas, and on the other hand it uses new opportunities. We broadcast transmissions from the National Theatre in London, ballet transmissions from the Bloshoi Theater, and from the Paris Opera. We should not, therefore, fear new solutions but use them skillfully.


The participants of the conference were also able to see the actual products they were interested in, e.g. the 2K NC2000 projector with Dolby 3D system, a Dolby cinema server and a preview of the NEC PX750U model. 5D cinema enthusiasts also found something of interest – volunteers could take a short trip aboard the Polar Express in a specially prepared D-Box installation, made by XDC International. Moreover, they could view other presentations on special video walls by NEC as well as short 3D movies shown by Cine Project. NEC Display Solutions has also shown their modern Digital Signage system, which enables displaying digital posters for specific movies and its trailers on large vertical monitors.


The high attendance and extreme interest in the topics discussed between the representatives of the cinema business confirmed the organizers in their plans to make Eurocinema Expo a cyclical event.

There is only one conclusion of numerous conversations I was lucky to have during these two days of the conference - and it's a very positive one - no-one denies anymore, that it is worthwhile to invest in equipment, in digitalization. There is no IF about it anymore, there is only WHEN and HOW, since many of my interlocutors believe that there is no sense in waiting anymore, and that the year 2011 must be the year of digitalization. – says Mariusz Orzechowski, Representation Director of NEC Display Solutions Europe GmbH in Poland.


  • Studio and local cinemas of Central Europe

  • Territorial self-government organisational units: culture centres, sports, leisure and recreation centres

  • Institutions conducting cinema activities or equipped with the infrastructure allowing to conduct such activities - an auditorium and a projection booth

  • Territorial self-government units organisers with the power to make decisions in terms of their operation, guaranteeing an earmarked subsidy and financial means for investments

  • Decision-makers in the area of development of culture and cinematography (Regional Film Funds, representatives of culture departments of Marshal Offices, the PISF)

The conference is organised within the frames of the Małopolska D-Cinemas Network project - the investment co-financed by the European Union within the frames of the Małopolska Regional Operational Programme for the years 2007-2013.

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