Whoever thinks cinema is dead, is wrong. At least according to Gerben Kuipers. Mr. Kuipers is the founder of the Cinemec theater near Ede, The Netherlands. Cinemec is fast becoming the most famous cinema in The Netherlands and now they are ready to expand this formula to the rest of the country.

Despite the vastly improved quality (whether free and / or illegally or not) of downloaded movies and online streaming services, the cinema industry does not throw in the towel. It's nice to see how this rather traditional sector in the entertainment industry manages to reinvent itself. Last February, I wrote about the Imax cinemas, which do well by converting a night at the movies into a luxurious five-star experience.

Also in the Netherlands there is plenty of innovation going on. Many Dutch people have fast broadband connections at home and own an excellent TV with home theater system. Still, it proves to be possible to get these movie fans off their couch and into the theatre. Mr. Kuipers’ cinema is now more popular than ever. 

Cinemec is not your regular cinema. First of all: they do not sell popcorn. Mr. Kuipers' vision includes a number of fun and innovative ideas. This weekend, the cinema entrepreneur explained his concept in an interview with BNR News Radio.

According to Mr. Kuipers, cinemas are best located outside the city center, preferably on a highway. In The Netherlands, this is quite unusual. “People just want to enjoy a night out without worrying about finding an overpriced parking space;” says Kuipers. Cinemec started with 3D films, but admittedly, Kuipers cannot manage it with movies alone. Cinemec is also a conference location. The building is suitable for various events and fairs. Its location, right on highway A12 makes the complex convenient as a meeting place. During office hours, the film rooms are open for business meetings such as video conferences, high level meetings and presentations on the big screen.

In addition, Cinemec brings special performances, both on screen and live on stage. There are regular jazz concerts programmed and they broadcast live events that take place elsewhere, for example, ballet, The Metropolitan Opera in New York or West End musicals. These broadcasts also take the customers behind the scenes. The live shows –both on and off screen- are a unique experience and the audience loves it. For the artists, it is a compelling new business opportunity too, as many songwriters, musicians and theatre actors have to make a living through their live shows. With Cinemac, an artist or script writer can sell his show two or more times, as it is broadcasted in cinemas.

This concept creates added value for both producers and consumers. The very fact that you do not have to fly to New York to see a classical opera definitely appeals to the Dutch audience, as the opera and musical evenings are immensely popular. By the end of the year, Cinemec hopes to open many new ‘infotainment centers’ along strategic highway locations in the Netherlands.

Sources:  BNR News Radio (Dutch), Opera Magazine, Cinemec (Dutch) (English)