Taking place at the inspiring Il Cinema Ritrovato Film Festival, dedicated to ‘rediscovering’ lost or forgotten cinema, the Lab is led by Madeleine Probst (Vice-President of Europa Cinemas and Cinema Producer, Watershed, United Kingdom) together with Daniel Sibbers (Director of Marketing, Yorck Kinogruppe, Germany) and Hrvoje Laurenta (Manager, Kino Europa, Croatia). It is a great opportunity to share current thinking and practical solutions.

The focus of this year’s Lab is on Generation Z. Gen Zers, the post-millennials born between 1997 and 2010 into a digital culture they did not create, are already reshaping society and our understanding on how people interact on and offline. Take for example, green icon Greta Thunberg whose call for action on climate change has inspired people all over the planet.

What can we learn from them and how can we make sure our offer remains relevant to this mix of hyper connected, self-conscious and socially aware generation? How might we re-invent cinema going culture and venue brands with the insights and help of Gen Zers? Whether that’s developing opportunities that connect with their search for personal growth and informal learning; building authentic “personal” brands on and offline; being inclusive and “safe” spaces; or just joining forces with them to make the world a more sustainable and fairer place, the time for action is now! We need to understand and respond to the growing demand for this new generation of socially aware digitally connected consumers and makers.

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