A reflection on the place of cinema in our lives and in our society. On June 3, 2026, the CNC and French Touch brought together key players in the cinemafor a discussion aimed at announcing a new partnership between the two entities. This will take the form of a support program primarily designed to encourage innovation initiatives among distribution and operating companies. Innovation initiatives within our sector must be increasingly encouraged, better supported, and, in a sense, systematized and, above all, democratized. Innovation is not the preserve of any one group of players. Everyone—large, medium, and small—has or can have an innovation strategy, which we can and must support. “,” Gaëtan Bruel, president of the CNC, reminded everyone in his introduction. What we have learned from French Touch, the financing and federation platform for the French creative economy since its launch, is that success relies on the ecosystem, innovation, hybridization […] this is the best guarantee of ambition, optimism, momentum and resilience for our sector " added Nicolas Parpex, director of French Touch Capital and pilot of the French Touch plan of Bpifrance, referring to the book French Touch Vision: What futures for the creative economy? and to its section devoted to new trends in cinema and audiovisual.

In order to " to sustainably rebuild cinema's capacity to win back its audiences and attract new ones The event brought together, among others, key witnesses "of fashion and live entertainment, with the aim of exchanging ideas on this strategic axis for the future of the 7th art. Because beyond the specific challenges of each sector, the discussions largely focused on the challenges of breaking down silos of knowledge and best business practices, with a proposal to inspire film professionals by creating bridges with what is being done in neighboring markets."

Virginie Dubois (Vertigo - Universal Music France), Laurence Levy (Eric Bompard), Arnaud Meersseman (AEG Presents France) and Nicolas Santi-Weil (AMI Paris) spoke at a round table moderated by French Touch, focusing on the construction of desire beforehand and its continuation after the cinema experience. Our cinemas retain a clear power of attraction […]. Yes, audiences respond when films, theaters, and events generate interest. The challenge is to see how to transform these encouraging signs into a lasting resurgence. " says the president of the CNC, who points to the good attendance figures at the beginning of this year. We need to collectively fall in love with the movie theater again; it's a matter of storytelling, emotions, and experience. " adds Nicolas Parpex. And these five key players would certainly have some advice to foster this dynamic.

Experiments, hybridization and convergences

On the one hand, a screening of The Rocky Horror Picture Show at Studio Gallande, the film Sirat at mk2 Nation, the VFX for Jurassic Park in the early 90s, or even the first visit to a movie theater. On the other hand, the 40th anniversary of a beloved cashmere brand, Céline Dion's highly anticipated tour, a desirable brand with a big heart. What do a memorable cinematic experience and an unforgettable brand activation, a successful retail campaign, or a spectacular live performance have in common? Surely this: emotion maximizes everything, including the desire for cinema. How do you evoke it?

« Differentiation is achieved through image and all associated touchpoints, but also by placing the customer at the heart of the experience. “,” explains the CEO of Eric Bompard. For the brand’s 40th anniversary, she recounts implementing an in-store promotional program that included gifts for the most loyal customers, aiming to create a lasting impression. In the short term, this initiative strengthens the emotional connection to the brand, while in the long term, it transforms customers into brand ambassadors. In the film industry, a similar strategy can be deployed in theaters and major retailers for special releases, such as certain previews reserved for loyalty program members.

The president of AEG Presents France, for his part, suggests that film professionals take an interest in social media. For him, it's what drives the experiential aspect, strengthens its ability to segment audiences, cultivates scarcity, and means that this sector now has " all the characteristics of a true luxury product. "" We need to show that we're there to create FOMO To show others that you were lucky, that you were fortunate to be in that room to experience a special moment. » (FOMO: fear of missing out(fear of missing out on something that motivates action out of fear of exclusion or regret).

Can the movie theater also become a living space? Social integration is key, for a shop as well as for a cinema. “,” says the CEO of Ami Paris. The opening of its latest Parisian flagship store provided the brand with an opportunity to forge partnerships with neighboring retailers. Florist, baker, café, greengrocer—we demonstrate our commitment to connecting with and participating in the life of the neighborhood. This network is important. […] Not everything is replicable everywhere and not everything can necessarily be shared on social media, but the surprise, the experience, will leave a mark and will last. "" We worked on a regional tour for a band, aiming to link their concerts with libraries, cinemas, and community organizations, creating meaning and connections along their route. " adds the director of Vertigo Events.

Find the full exchange " Accelerating innovation to renew public desire " at the CNC. Sequence " How public desire is built up before the experience, and continues afterward "Starting at 1 hour and 55 minutes."

For further :

French book Touch Vision: What futures for the creative economy? Part 2, The transformation of the 8 creative sectors, Cinema and audiovisual, available in bookstores.

Etude « Movie theaters: what are the international trends? » from the CNC.