YouTube launches its Cine Club with mk2
(ETX Daily Up) – YouTube comes to the big screen. The video streaming platform joins forces with mk2 to launch a Cine Club. This meeting, which starts in July, aims to encourage young audiences to visit cinemas regularly.
This new type of Ciné Club will offer two-hour screenings for €15. Six evenings are already scheduled in France by the end of 2024. The first will take place this summer on the occasion of the Paradiso Film Festival, which will be held from 6 to 9 July at the Louvre. YouTube and mk2 have decided to join forces to offer a show in the heart of cinemas and this in the presence of different content creators, whose selection is still being defined.
The events will be hosted by Ambroise Carminati of the Sympa Cool channel, who had already presented a similar experience in 2022 with the YouTube Club Sympa Cool.
mk2’s YouTube Cine Club program will feature discussions between creators and their community after viewing a selection of popular videos discovered on the video platform. The public will also participate in Q&A sessions, signing autographs and a giant quiz.
At the moment, tickets are not yet available for sale. The different cinemas that will host this Ciné Club will also be revealed soon.
The goal of this partnership? Enticing a younger audience, accustomed to YouTube, to return to cinemas: “In a context where one of the main challenges of the creative industry is to bring the younger generation back to cinemas; YouTube & mk2 are joining forces to develop cinephilia, especially among young audiences, offering a unique experience around YouTube videos in the unique conditions offered by a cinema”.
Present content creators will have carte blanche to stream their favorite videos. YouTube channels can be highlighted and exclusive content will even be previewed.
“There are many bridges between YouTube, its creators and the world of cinema, with a common passion for creation. Creators and film critics on YouTube have become key players in promoting cinephilia and the discovery of works. Like this YouTube Ciné Club of mk2, open up new perspectives for the film industry and encourage their audience to return to theatres,” said Justine Ryst, general manager of YouTube France.
“Mk2 theaters have always been spaces for life, exchange and transmission. Our desire is to hybridize and promote all forms of creation. We do not consider cinema and Youtube as two opposing worlds, but rather as complementary creative industries which, if valued together, it can deliver memorable experiences and thereby attract new audiences to the cinema,” added Elisha Karmitz, mk2 Group CEO.