See a YouTube video on a movie screen? It's soon possible! The cinema chain mk2, in partnership with YouTube, has just announced this Monday the creation of their cine-club. The principle? "2-hour screenings" of videos discovered on the platform, with the participation of YouTube content creators. The goal? "Encourage a return of the public in French cinemas, especially with younger audiences," says YouTube.
"There are many bridges between YouTube, its creators and the world of cinema, with a common passion for creation," said YouTube France CEO Justine Ryst in a statement. "We don't see cinema and YouTube as two opposing worlds, but rather as complementary creative industries," says Elisha Karmitz, Managing Director of mk2 Group.
Six appointments on the program
The content presented will be largely popular videos from the platform, as well as preview content, "related to cinematic creation and compatible with the big screen". "Creators and film critics on YouTube," such as "Math se fait des films" (1.8 million subscribers on YouTube) "have become key players in the promotion of cinephilia and the discovery of works," Ryst also said. According to a study conducted by Ipsos last March, 62% of 18-35 year olds say that watching content about a movie on YouTube would make them want to watch it.
A first "test" experiment was conducted in 2022, the "YouTube Club Sympa Cool", named after the channel of its host Ambroise Carminati. This time, "question and answer session, signings and even a giant quiz will punctuate screenings," said the organizers. For this new formula, six events are planned between now and the end of 2024, with a premiere scheduled for the Paradiso film festival, which will be held from July 6 to 9 at the Louvre.