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CineEurope: A call for more trailers

Sony’s Rory Bruer urges exhibitors to screen more trailers; UNIC’s Phil Clapp wants studios to keep supplying 35mm prints where needed.

CineEurope 2013 kicked off its second edition in Barcelona with Sony’s President of Worldwide Distribution Rory Bruer making an empassioned plea for exhibitors to show more trailers. In his keynote address, Bruer said simply: “Everybody loves trailers, all ages, every country. They love to see what’s coming up…doesn’t it seem reasonable to show more?”

Just boosting the sheer number of trailers shown pre-feature “would benefit everyone in the industry,” he stated.

He asked the assembled European exhibitors, “Are we doing everything we can to make the best pre-show entertainment?We think offering separate packages for trailers and advertisements could work better.”

He offered recent survey data that showed 60% of audiences wanted to have trailers separate to advertising in cinemas. The research also pointed to better audience response to advertising when it was separate.

Of separate packages of ads and trailers, he added: “This is a model that works in many parts of the world and we believe it will work in many others.”

Government support in Europe

New UNIC president Phil Clapp, also CEO of the UK’s Cinema Exhibitors Association, cautioned that with cinema admissions numbers basically flat, and economic troubles continuing in Southern Europe, that governments should be supporting the sector with beneficial financial incentives, not taxation programmes that could further damage the sector. “Cinema is a key driver of economic and social renewal,” he said. 

Looking at some cinemas in Europe that were struggling to survive, much less upgrade to digital equipment, he emplored the studios to continue to supply 35mm prints to those sites that need them.

He noted that exhibitors of course have to work with distributors and technology companies to work for a common future. “It is important ot say that exhibitors must have final say about technological advancements in their cinemas,” he said.

“Cinema exhibiton remains the key driven in the film value chain. Exhibition and distribution need to work together.”

The UNIC Achievement Award this year goes to former UNIC President Ad Weststrate, who is unfortunately unable to attend this week’s convention.

DreamWorks and Warner slates

The studio presentations started with Jeffrey Katzenberg presenting the DreamWorks Animation slate, including footage from How To Train Your Dragon 2 and Mr Peabody and Sherman, followed by director David Soren and voice cast star Ryan Reynolds introducing a full screening of Turbo [pictured].

Warner Bros’ Veronika Kwan Vandenberg was the second studio presenter of the day, showcasing footage from films such as Seventh Son, Gravity and The Hobbit: The Desolation of Smaug and concept work from Winter’s Tale and Godzilla before screening two full features: Guillermo del Toro’s Pacific Rim and Rawson Marshall Thurber’s We’re The Millers.

CineEurope runs through Thursday.

For today’s news roundup, click here.

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