The Independent Cinemas Association of Australia (ICAA) today launched the My Cinema – The Heart of the Community marketing platform and website.

Tying in with the launch is a national promotion for the Disney release of Planes Fire and Rescue, which opens on September 18, offering a trip for a family of four to Disneyland.

ICAA said the next competition will be run in conjunction with the January launch of Roadshow’s Paper Planes, a children’s film directed and co-written by Rob Connolly, starring Sam Worthington, Anthony LaPaglia, Ed Oxenbould and Deborah Mailman, which won the $100,000 CinefestOZ prize for best film.

Operating as a national umbrella circuit of Australian independent cinemas, My Cinema creates marketing opportunities for cinemas and audiences to participate in co-ordinated promotional campaigns across more than 160 member locations.

Independent cinemas comprise 25% of the 1,991 screens in Australia and 32% of cinema sites. ICAA represents the owners and operators of 669 screens.

“By aggregating our members as 30% of the market, the My Cinema group has the strength to attract national promotions and campaigns with distributors and commercial brands that many individual independent exhibitors would not be able to attract,” said ICAA CEO Adrianne Pecotic.

“My Cinema has been carefully designed to provide ICAA member exhibitors with the benefits of working together on national promotions whilst still keeping the spotlight firmly on each member’s brand and customers.

“With the tagline ‘The Heart of the Community,' My Cinema also provides an opportunity to promote the message that independent cinema is the social hub of communities, offering quality entertainment at affordable prices. We want to ensure that consumers choose going to the movies as a priority and make independents their cinema of choice.”

All ICAA members are automatically part of the My Cinema group and can choose to ‘opt in’ or not to any promotions. Promotional materials and templates are available to all cinema operators, with the capability for large audio-visual files to be delivered via ICAA’s NOC digital operations centre.

The public can access information about My Cinema promotions from the cinemas’ own websites and social media, supported through ICAA’s website.

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