The Verdi bring the cinema to the living room
Samsung’s proposal, a pioneer in Spain, consists of offering on its brand televisions movie titles from the catalog of the distributor A Contracorriente Films, owner of Verdi cinemas, through the Cines Verdi TV channels (which includes film content classic and recent, fiction and documentary, author…) and Cine Feel Good Verdi TV (with a more commercial and entertainment offer). The service, which has been in operation since last January, is free and “is intended to create a love for cinema”, in the words of Eduardo Escudero, director of business and virtual content management at A Contracorriente, who has been convinced that that will help people return to theaters after a critical year due to the covid. The head of business development in Spain at Samsung, Amalia Martínez de Velasco, explained in the presentation of this initiative, this Wednesday at noon in the large room of the Verdi in Barcelona, that no additional service is needed, nor you have to download any application on the device: “Just turn on the TV,” he said.
The two channels are found on the free content platform of Samsung TV Plus, which currently has 48 thematic channels of all kinds (entertainment, children’s programming, series, news, sports …). The programming is uninterrupted 24 hours a day and includes an on-demand service to choose the movie you want at any time.
Escudero has revealed the program, which offers a new film every day, dedicates a monthly cycle to an author and proposes a specific genre each day of the week. Thus, on the Cines Verdi TV channel, on Mondays there will be film adaptations of literary works; on Tuesdays there will be titles related to history and art; on Wednesdays, films (fiction or documentaries) about knowledge and knowledge; on Thursdays, films from the cycle The essentials, which are already offered in theaters, will be resumed; Fridays will be devoted to modern classics; on Saturdays they will remember award-winning titles at major festivals and on Sundays they will be for signature comedy.
On the Feel Good channel, with a more commercial offer, Monday will be the day of sports and adventure; on Tuesday, gastronomy; the Wednesday of discovery and knowledge; Thursday, of friendship; travel friday; Saturday, comedy and Sunday, romantic movies. The February cycle is dedicated to Louis de Funes and his gendarmes films and that of March to Don Camilo.
The gratuitousness of the service forces to offer publicity but, according to Escudero, this will be the least invasive possible. “Advertising will be the minimum necessary, the ads will be before the beginning of the film and during it there will be very few and very, very small, so that they will not ‘cut the roll’ to the viewers”, has advanced the business director .
The linking of channels to cinemas is a pioneer in Spain, while in Europe Samsung TV Plus has been operating since last year in six other countries: Germany, Switzerland, Austria, the United Kingdom, France and Italy. “In these places, growth is being exponential,” said Martínez de Velasco. Likewise, it has also advanced that in the United States since November of last year it is already being used in other brand devices, not only in televisions. “In Europe it has not started yet but it will be the next step.”
Defense of the rooms
“We believe more than ever in cinema in movie theaters,” Escudero said categorically. “That is why we offer free and very careful programming that will help us to generate moviegoers, who will search in theaters for those authors they have seen on TV.” Consider that this reinvention does not mean that the best place to see movies is the movie theater. “In the 21st century our duty is to find the audience and encourage them to return to theaters.”
The Verdi manager recalled the exceptional situation in which the initiative was born, after a year with confinement at home, with cinemas closed for many months and still with significant time and capacity restrictions in much of the world. And he finds in China a reason for optimism: “This past weekend a record of attendance at the cinema in China has been broken,” he reported. “We are sure that in a matter of two, three, six months, the same thing will happen here.”