(No) Cinema Paradiso

Michiel Veugekers is creative strategist for UniversalMcCann in Amsterdam

The average share of cinema advertising in the Netherlands compared to the total media spending is less than 0.5 %. Gross total spending in 2006 was 17 million euros. Compared to other countries the Dutch do not go to the cinema very often. The total number of cinema visits in 2006 was 23 million. The average visit per person was 1.3. The total reach of a whole year advertising in cinema is 44.1 % for 13+ years old (all) and 73.3 % for 13-24 years old. Core target of cinema is 15-34 years old and families with little children. But why is Holland such a small cinema country?

We do have a small but successful film industry. With Foreign Language Film Oscars for Character (1997), Antonia’s Line (1995) and The Assault (1986) and an international success such as Black Book. Actors such as Rutger Hauer and Famke Janssen and directors such as Paul Verhoeven and Jan de Bont. A Dutch version of Love Actually (Alles is Liefde) is currently breaking all records. Dutch cinema is very popular these days, therefore that can not be the problem. Of course we have all the Hollywood blockbusters here and a selection of other foreign movies, popular movies such as Das Leben der Anderen (German) and Volver (Spanish). So the diversity of the film offer is o.k. over here.

The capacity of cinemas has been a problem in the past. There were not enough screens to have a variety of movies showing in the same period. Therefore movies that appeal to smaller audience often had shorter cinema runs to make way for blockbusters.

But now there are roughly 125 commercial cinemas in the Netherlands, with 534 screens and 97.580 chairs with more screenings a day. A lot of these screens are situated in multi- or megaplexes. So there is enough capacity now to cater a lot of people and show lots of different movies.

Cinema is not the most innovative medium in the Netherlands. It is far behind on digital cinema. There are some test screening rooms with digital cinema opportunities in the Netherlands, but that is all. For ten years now the industry has been saying that everything will be digital in cinemas in two years time. No long lead times for commercials anymore, no huge production costs for copies and transfer, but flexibility and new opportunities for advertisers. I think it will take still some time for every cinema in the Netherlands to have digital projectors. But cinemas are becoming more and more a place for brand activation with live gaming and live commercials. So there is some motion. And if a movie is projected digital or not should not make adifference at the box office because the experience is almost the same for the consumer. So it must be something else.

Since the Netherlands is a very small country with a lot of people living on a small surface the concept of an entertainment mall (cinema, bar, restaurant, bowling alley all together) has not really taken off in the Netherlands. In particular in the West of the country there is a restaurant and bar near almost every cinema. So why build an entertainment mall, when everything is already nearby. So for people on a night out there is more than enough to do before or after seeing a movie.

I think cinema is not that big in the Netherlands, because people like to stay at home and are not fond of spending a lot of money. With home cinema sets, HD and Blue Ray DVD, people like to watch films at home. No parking problems, no walking in the rain, no loud teenagers with mobile phones. You do not have to buy an expensive ticket, but can watch your illegal download or film on TV. No expensive Coke and popcorn, but food and drinks from your own fridge. Going to the movies is seen as a date or group activity, rather than for the joy of movies on its own. This is a shame because the real movie experience with the best screen quality and sound is in the cinema. And with more visitors, cinema becomes more interesting for advertisers, and with more money from advertisers, investments can be made to become more innovative. So we need a bit of a cultural change here to become a big cinema country. Michiel Veugelers can be reached at michiel.veugelers@um.nl