Theaters Partnering for Online Content, Live Event Service

A consortium of independent theatrical venues and the National Association of Theater Owners trade group are partnering for an online platform offering alternative content and live streaming events.

Dubbed “MyCinema.live,” the broadband platform is officially launching at Cinemacon 2018 through April 26 in Las Vegas.

Theaters and Cinema Buying Group-NATO are working with digital TV unit NAGRA to deploy the technology they claim will “revitalize” their operations, expand their customer base and enhance the cinema-going entertainment experience.

With the rise of over-the-top video, mainstream and smaller theatrical chains have seen attendance diminish for non-blockbuster movies. Theatrical attendance in the U.S. and Canada in 2017 fell to its lowest point since 1992, according to industry estimates.

MyCinema enables theaters to more easily offer a broad range of alternative content and live events, including live musical events, sporting events and Broadway shows, faith-based programming and independent films, as well e-sporting events and leagues.

For example, the Georgia Theatre April 21 streamed the annual G-Day: UGA Spring Football Game for fans unwilling to the watch the event live at nearby Sanford Stadium.

“The imagination is the only limit and the programming library theater management can choose from is growing constantly,” Bill Campbell, managing director of NATO’s Cinema Buying Group, said in a statement. “This is an exciting new evolution in theatre programming.”

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