Country Focus: Switzerland
Gokino, the brand-new member of the We Want Cinema family, arrives in Switzerland
by Giorgia Del Don
- Gokino.ch, the brand-new film-on-demand platform born of the experience of its predecessor, We Want Cinema, is starting off in the French- and German-speaking regions of Switzerland with the aim of expanding further later on – across the whole of the country.
The new project, which is currently only available in the two biggest Swiss cities, Zurich and Geneva, has been carried out in conjunction with the Dutch company We Want Cinema, one of the earliest and most important film-on-demand platforms in Europe. Since it was founded in 2012, We Want Cinema has not ceased to enhance its concept, which is aimed at fostering a new way of enjoying cinema within the European film landscape. Thanks to the fruitful dialogue it conducted with its Dutch predecessor, focusing on the exchange of knowledge, experience and strategies, the Gokino venture is undoubtedly setting off on the right foot.
The idea behind Gokino is rather simple: anyone can choose a film, the date when he or she would like it to be shown on the big screen, and the venue for the screening. At this point in time, there are two options on offer to the viewer: a private event or a public one. In the latter case, it will be up to the person concerned to promote it through sending traditional invitations to friends (real or virtual ones), colleagues and so on. Once a minimum number of people have bought their tickets, the screening will take place. In its early stages, Gokino will only be available in Geneva (seven big Pathé screens in the city centre and, inevitably, the Grütli cinemas) and Zurich (Gokino has plumped for the historic Arthouse Commercio AG and the Neugass Kino AG, making a total of nine screens).
Gokino is an initiative launched by Outside the Box, a Lausanne-based marketing company, and Cinergy AG, which is the number-one film platform in Switzerland. The venture is backed by the country’s Federal Office of Culture and is part of the We Want Cinema pilot project, which is in turn supported by MEDIA.