Noortje van der Sande on the Hybrid Consumer and the Intersection of Online and In-Cinema Experiences

In this episode, Noortje van der Sande, founder of the pioneering virtual cinema platform Picl.nl, discusses the innovative ways in which movie marketing and distribution are being transformed. Noortje shares insights into the development of Picl, which allows cinemas to offer films online simultaneously with their theatrical releases. Noortje delves into the concept of the "hybrid consumer" and reveals research that the same people often watch movies both online and in cinemas, making virtual cinema a valuable tool for fostering loyalty among customers. We also explore how offering an online component to in-cinema can enhance the consumer experience and foster a stronger connection to the cinema. About Noortje van der Sande: After a 20+ year career in the film industry Noortje van de Sande is co-owner of film marketing agency Herrie Film & TV. Together with Anke van Diejen, she currently forms the management of virtual cinema platform Picl in The Netherlands and Belgium. She is momentarily conducting research into the new hybrid film consumer and the Creative Europe financed research into the future of Virtual Cinema in Europe under the title REACHM. Together with Babette Wijntjes and Anke van Diejen she is also owner of distribution company Vedette Film.