5 takeaways from CineEurope 2024

Last week, the MARKUS_ team was at the heart of the cinematic action, attending the 33rd edition of CineEurope in Barcelona. As the longest-running European trade show and convention for the cinema industry, CineEurope 2024 brought together leading minds and the latest innovations.

The event was packed with exclusive studio screenings, innovative product presentations, and educational seminars that showcased the future of cinema. Industry giants such as Sony Pictures, Universal, Warner Brothers, Paramount Pictures, Disney, and StudioCanal were in attendance, each presenting their latest offerings. The main sponsor, Coca-Cola, dominated the trade show floor with the largest stand, providing a prime spot for networking and exploring new industry trends.

Coca-Cola stands out at CineEurope with its expansive booth, ideal for networking and trend exploration.

As the cinema landscape continues to evolve, staying ahead of technological advancements and emerging trends is crucial for MARKUS. Here’s what we learned from this year’s event:

The future of cinema

Oskar Rossar, CEO of Apollo Digital Solutions, emphasized this year’s spotlight on groundbreaking cinema concepts. Rossar highlighted innovations poised to redefine audience engagement with cinema.

“The industry is relentlessly innovating, introducing exciting new experiences such as the private cinema-on-demand concept. The future of cinema involves not only films but also luxury pods and hospitality boxes, catering to the upscale champagne and macaron crowd. Beyond screenings, modern cinema venues are transforming into comprehensive entertainment centers, incorporating amenities like hotels, restaurants, shopping, and even spa services,” explained Rossar.

Discussions at CineEurope revolved around pivotal questions: What’s next for cinema technology? How can we enhance the big-screen experience to deliver unparalleled encounters? These dialogues showcase the industry’s commitment to pushing the boundaries of what a cinema experience can offer.

Elevated experiences

In 2023, the trend continued to affirm that cinema-goers are increasingly drawn to original, well-crafted stories that are optimally marketed and presented on the Big Screen. This shift highlights a growing preference for premium cinematic experiences over the comfort of home viewing.

At this year’s CineEurope, Kadri Kaldma, Business Development Manager at our Estonian partner, Apollo Cinema Baltics, took part in an Executive Roundtable panel. Alongside prominent figures from across Europe and beyond, they delved into crucial insights provided by the latest industry data, discussing the evolving metrics of success in exhibition and distribution.

Kadri Kaldma, Business Development Manager at Apollo Cinema Baltics

“Back in 2016, we created a new concept for our market, which was dine-in service in recliner seats. By now, it has already become standard. We have recliner seats located in the back rows of all auditoriums, and guests are able to order food and drinks through a digital tablet to their seats throughout the screenings. This is the kind of premium content that is most loved by our audiences,” shared Kaldma, recounting the story of Apollo Cinema, which has been partnering with the MARKUS_ sales and automation platform since 2014.

Audiences are increasingly willing to spend on premium tickets and experiences. This shift is not just about seeing a film; it’s about embracing a superior cinematic experience that cannot be replicated at home. As the industry adapts, we expect more exhibitors to lean into this trend, enhancing their offerings to meet rising audience expectations.

Team Apollo Digital Solutions: Robert Kokk, Head of Product; Oskar Rossar, CEO; Lauri Ojamets, CTO

Unattended retail

With rising operational costs and recruitment challenges, innovative solutions are becoming crucial across retail sectors, including cinemas. Businesses are adapting and evolving, focusing on investments that enhance both customer experience and profitability.

A key topic at CineEurope was the concept of ‘unattended retail.’ This approach aims for seamless, frictionless transactions without direct human interaction. The conference showcased emerging contactless technologies such as smart fridges, micro-markets, and fully automated stores.

These innovations are being implemented in diverse environments, from workplaces and travel hubs to entertainment venues and leisure areas, promising a more efficient and streamlined customer experience.

MARKUS_ showcased its innovative Markus in-seat ordering Star.app at the CineEurope 2024 Tradeshow, demonstrating its full functionality at the LINO SONEGO showroom. This cutting-edge technology allows guests to order food and drinks directly to their seats through a digital tablet, exemplifying the premium service experiences discussed throughout the event.

MARKUS_ showcased Star.app for in-seat ordering at LINO SONEGO showroom.

Digital signage

Modern multiplex theaters are revolutionizing how they engage with movie-goers from the moment they enter. A key element in this transformation is digital signage, creating immersive environments that captivate audiences and drive increased revenues.

The partnership between Strealer and MARKUS_ exemplifies cutting-edge innovation in digital signage. Strealer, under CEO Kustav Rossar’s leadership, brings cost-effective automation solutions that transform every digital display into a dynamic advertising platform. Integrating MARKUS_’ sales and automation platform with Strealer’s system allows for a seamless display of show information, schedules, and product offerings. This not only enhances customer engagement but also maximizes revenue potential with each transaction.

"Animation is back," announced Universal EVP Niels Swinkels at CineEurope, praising Disney's $295M opening for 'Inside Out 2.'

Animation is back

Major studio presentations are always a highlight at CineEurope, and 2024 was no exception. This year, studios teased their line-ups with potential blockbusters set to captivate audiences. Disney is set to thrill with “Deadpool & Wolverine” and “Alien: Romulus.” Universal is reviving beloved franchises with “Bridget Jones: Mad About the Boy” and the much-anticipated Michael Jackson biopic, “Michael.” Warner Brothers is slated to release “Joker: Folie à Deux,” Todd Phillips’ follow-up to his 2019 hit.

While the pandemic shifted the landscape of cinema, particularly for animation, the genre has made a remarkable comeback. Disney’s “Inside Out 2” opened to a staggering $295 million, confirming the audience’s appetite for animated films. Looking ahead, Universal aims to capture this momentum with “Despicable Me 4” in July, aiming to replicate the success of previous Minions adventures.

Paramount is also gearing up to launch three animated titles: “Transformers One,” “Paw Patrol 3,” and the next installment in the Smurfs saga. Disney continues to build anticipation with upcoming releases like “Moana 2” and “Toy Story 5” scheduled for 2026.