Nagra, a Kudelski Group company and a provider of digital content distribution and content protection, and the Cinema Buying Group – National Association of Theater Owners (NATO) have signed a definitive partnership agreement. Under the agreement Nagra will bring alternative content and live event cinema to the CBG-NATO membership. myCinema, the new Nagra broadband-based solution, which debuted at Cinemacon 2018, will offer a large catalog of titles both live and previously recorded content to theater circuits of all sizes with a significant focus on serving independent theater owners.
Bill Campbell, Managing Director of NATO’s Cinema Buying Group said,
“With myCinema, theatre owners are able to offer a broad range of alternative content and live events, including live musical events, sporting events and Broadway shows, faith-based programming and independent films from around the globe, as well as unique e-sporting events and leagues. This is an exciting new evolution in theatre programming.”
Launching this year in North America, the Nagra service leverages the best available streaming, sound, data/recommendations, loyalty programs and high-value content security solutions, pioneered by Nagra and its technology experts.
Alternative content has been discussed for some time with exhibitors, but this new service may be the catalysts needed to see significant adoption. After all, theaters are an underused asset almost any time except weekend evenings, so finding new ways to fill theaters is an obviously desirable avenue. Campbell continued:
“myCinema is a win-win for theatre owners. It provides CBG members the opportunity to more effectively appeal to the diverse interests of their individual communities and the audiences they serve. By programming high-quality events, presentations and experiences at any time of the day, myCinema allows for and encourages improved attendance during off-peak periods through non-traditional uses of our member theaters. This program is exactly the kind of programming option that was envisioned during the industry’s conversion to digital cinema and is evidence that the CBG remains attentive to all areas of operations in our program offerings.”
Nagra Looks at ‘Fandom’
To support the myCinema launch, Nagra has also debuted a partnership with USC School of Cinematic Arts (ETC@USC) to conduct a data science study dubbed Fandom Genomics. Nagra will rely on its Nagra Insight big data and AI platform as well as ETC’s Data & Analytics Project, led by Yves Bergquist, who, with his team, has helped the entertainment industry accelerate the deployment of next-generation analytics standards and solutions. Bergquist defines fandom genomics as, “an AI-driven semantic map of fandoms: who and where they are, how passionate they are, what they care about, how influential they are, why they are fans, and what cross-affinities exist between fandoms.”
myCinema will apparently be developed to be hyper-local by targeting content recommendations to the fandoms which comprise the local community, and therefore will drive increased footfall and revenue plus a renewed sense of community and most importantly consumer satisfaction.
myCinema was developed after a year of discussions with theater owners who have been seeking greater control and improved quality of their live and alternative content programming. They want access to a large choice of content, such as: live musical, Broadway, e-sporting events, opera, ballet, cultural and sporting events, as well as classic and independent films from a variety of genres.
Other alternative content news came from Fathom Events, which says they operate the largest cinema broadcast network in North America. At CinemaCon, they announced that more than 200 additional theaters will receive content over the next 12-18 months, expanding live event delivery capabilities to more than 1100 total cinemas and 1700 screens across the U.S. The expansion and upgrade is part of an extended agreement with DISH Network for the delivery of both pre-recorded and live cinema events.
The network expansion will include adding theater locations and screens for current network exhibitors including Fathom Events’ owners, AMC, Cinemark and Regal as well as new partners, including Harkins, Megaplex, Bow Tie and others. Capacity in major markets as well as new markets nationwide will be added based on historical event cinema performance data.
In terms of AR content, Noovie ARcade announced that it will expand its pre-show interactive AR experiences out to the lobby. There, attendees can play big screen interactive augmented reality games on their mobile phones by using Noovie Arcade. Noovie ARcade is available free in the iTunes and Google Play stores from National CineMedia (NCM), America’s Movie Network. The first of its kind, Noovie ARcade gives movie fans the chance to enjoy a gaming experience like no other while waiting for their feature film to start on over 20,800 movie screens in over 1,650 top theaters nationwide, including AMC, Cinemark, Regal Entertainment Group, and 50 other regional and local exhibitors.
The Noovie ARcade app will feature a variety of game formats, including shooting, catching, and tossing games. Current games include:
- Cinevaders – A galactic worm hole opens up and aliens pour out to invade the theater. It’s up to the player to use powerful lasers to protect the theater from certain destruction.
- Emoji Escape – The emojis in your phone have escaped and are wreaking havoc in the theater lobby. Catch them all before they run off with all your favorite concessions.
New games will be continuously rolled out starting this summer. – CC
