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CresCine presents strategies for small cinema at Media–Marketing Integration conference in London

The CresCine team recently took part in the Media–Marketing Integration: Practices, Policies, Problems and Remedies conference, hosted by the London College of Communication (LCC), where we presented the talk “Marketing Strategies of Small Cinema in the Age of Media Platformisation.”

Our presentation explored how small European film markets are navigating the challenges posed by global streaming platforms, fragmented audiences, and limited promotional resources. Drawing on findings from Deliverable D6.3, we shared key insights from our visual report and three strategic articles focused on:

  • Artificial Intelligence in film marketing

  • The role of alternative screening venues

  • Rethinking marketing effectiveness for small cinemas

Key takeaways from the talk included:

  • AI-driven film marketing must remain human-centred, transparent, and inclusive.

  • Arthouse and independent cinemas act not only as screening venues, but also as civic anchors that foster community engagement and cultural dialogue.

This presentation is part of CresCine’s broader mission to enhance the international competitiveness and cultural diversity of small European film markets.

We extend our sincere thanks to the Branded Content Research Hub and the Branded Content Governance Project for organizing such a timely and thought-provoking event. The conversations on AI, platformisation, AdTech, branded content, and regulation were both essential and inspiring.

Stay tuned — the visual report and articles will be available soon at: www.crescine.eu

Image courtesy of the team