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The Preparatory Action on "Circulation of European films in the digital era" is an initiative funded by the European Parliament and implemented by the European Commission.
The initiative was designed to test the impact of releasing films simultaneously or near-simultaneously on video-on-demand (VOD) and cinemas, festivals, or television in several countries.
By increasing complementarity between the different distribution platforms and releasing films on the same day in different countries, the action sought to define conditions that could increase the global audience for European films.
In addition to the main objective, testing the potentially beneficial impact of simultaneous multi-platform release on the distribution of a film, the initiative also sought to disseminate the findings to its stakeholders.
This is done by informing market players and policy makers of the results of the experimentation by a reporting exercise and a public presentation. In this context, the results of the first generation have been published and a public presentation took place in Cannes on 16/05/2014.
The report highlighted that most European films released gained from the approach, in terms of visibility, revenue and cost savings. The report also highlighted that no major risks to the approach existed notably in terms of potential cannibalisation between the several platforms of exploitation (e.g. cinemas and VOD).
The second generation of projects has been implemented, with the results published in a report analysing the experiments:
Report 2 - "New approaches for greater diversity of cinema in Europe? - Preparation Action - waves 1 & 2" (French version also available), by Thomas Paris, Researcher at CNRD (GREC HEC) and affiliate Professor at HEC PARIS (June 2015)
Short Summary Report 2 -"New approaches for greater diversity of cinema in Europe? - Preparation Action - waves 1 & 2" by Thomas Paris, Researcher at CNRD (GREC HEC) and affiliate Professor at HEC PARIS (June 2015)
The second generation of projects consisted of:
The reporting should include, where possible, considerations on the relationship between theatrical release and digital distribution, synergies between traditional and new marketing, and the effect of increasing the multi-territorial dimension of the distribution.