Abstract
Digital technologies are enabling the transformation of the established market boundaries and business models of the cinema industry, bringing opportunities for a reconfiguration of the conceptual framework of movie content distribution through movie theatres, as well as of the concept of the movie theatre as traditional projection space and as institutional site. This requires to sector organizations to negotiate new agreements related to theatrical distribution and to explore alternative ways of operating. The purpose of this chapter is to investigate existing opportunities of transformation for the theatrical distribution value chain in an era in which the Internet and social media change the conventional cycle of production, distribution and consumption, re-defining the function of intermediaries, gatekeepers and experts. The chapter analyses the case of Movieday.it, a platform designed to bridge the gap between content and theatrical distribution through audience engagement, with the aim to balance supply and demand.
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Appendix: Data collection
Appendix: Data collection
As for the case study, while the overall population includes 195 informants (the details are shown in Table 10.1), we are first considering for this paper a sample of 11 informants, comprising all the Movieday.it staff (5 interviewees), 2 providers, 1 director and 3 cinema halls owners.
The field study and interviews have been started in March 2016 with one of the authors also organizing four screenings through Movieday.it, taking memos further discussed with the other author during monthly sessions of 1 hour through Skype or face-to-face meetings. Yet, the interview sessions started in December 2016 and have been closed in June 2017, further evaluating the degree of the theoretical saturation for the current codes and related concepts. The interviews are in Italian or English, depending on the language preference of each interviewee (the interview averaged one hour with a semi-structured protocol), and they are subsequently coded and analysed in parallel sessions by the two authors of this article on paper and with the support of MAXQDA 12.
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Solidoro, A., Viscusi, G. (2020). Digital Transformation and Business Model Innovation in the Film Industry: The Case of Movieday.it. In: Strandgaard Pedersen, J., Slavich, B., Khaire, M. (eds) Technology and Creativity. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-17566-5_10
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