Popcorn; les films parlent aux spectateurs


The aim of the POPCORN project is to bring the actors involved in the distribution of European independent cinema - distributors, cinemas and VOD platforms - to exploit the powerful marketing potential offered by chatbots to communicate with their audiences, in particular the 15-34 year olds.A chatbot is a conversational robot, which interprets a message sent by a user, responds to it taking into account the user's message and thus initiates a personalised dialogue.Chatbots are generally accessible on the web, via a pop-up window, or within instant messaging applications (Facebook Messenger, Whatsapp...).Beyond their service functions (information, purchase, assistance...), chatbots allow for interactive and multimedia writing (text, sound, image, video), which makes them very suitable for cinema marketing, more powerful and innovative than traditional digital channels (newsletters, display ads). For a theatre or a VOD service, a chatbot is also a CRM tool for data collection, audience segmentation and communication personalization. Within the framework of this project, are deployed :- 16 promotional campaigns for European film releases based on chatbots, some of them with a strong pedagogical angle- 1 chatbot application for a Europa cinemas theatre (the Star in Strasbourg), and then for thirty cinemas- 1 pilot chatbot application for a VOD service, in partnership with UniversCine Belgium. In the 3 configurations, the technological platform is developed to easily industrialize the project (back-office, generic application, connectors with APIs showing the catalogue or the programming schedule). Indeed, if POPCORN aims, at the start, the French-speaking market, a rapid commercial deployment throughout Europe is planned, relying on the professional network of the 3 structures that carry the project.

Structure porteuse: 
Europe Créative
Financement obtenu: 
235 000 €