Picl & Film Houses: Hybrid Works!

Data-driven working

The world of film is changing. More and more people are watching films online, and this also applies to arthouse enthusiasts. But does this mean the end of the film house? Definitely not! Picl, the Dutch arthouse platform, proves that online and offline can actually strengthen each other. In fact, smart digitization and collaboration lead to more visitors in the theaters for the film houses.

7 minutes9 dec `25

Knowledge & Inspiration

The coronavirus pandemic was a catalyst for digitization in the cultural sector. Film houses already collaborating with Picl had an advantage. They were able to continue serving their audiences with online films. Now that the pandemic is behind us, the question is: what’s next? Back to ‘business as usual’ or embracing the opportunities of digitization? Picl believes in the power of hybrid working.

The Bridge Between Online Arthouse and Film Houses

Picl started in 2016 as a collective platform for film houses. Through a collaboration with 36 film theaters and 23 distributors, Picl has grown into a successful platform. It offers film houses the opportunity to provide arthouse films online while maintaining the connection with physical film houses.

Research: Hybrid Arthouse Offering Expands Audience Reach

To achieve this growth, Picl invests in research on the effects of digitization. A great example of this is the project "Everybody in the (art)house!", for which Picl was selected for the Innovatielabs program. In 2024, this project had a follow-up with the same name, where these results were further tested in practice, co-funded by Cultuurloket DigitALL and the Film Fund. Together with various film houses, Picl researched how digitization and hybrid offerings can contribute to audience expansion. This question was answered by:

An audience analysis based on the Cultural Target Group Model in collaboration with Rotterdam Festivals and

Extensive (data) marketing tests in collaboration with theaters and distributors.

“By strengthening the connection between online and offline and through collaboration in knowledge and data sharing, we lower barriers for the audience”
Noortje van de Sande, Picl Management

— Under the name Everybody in the (art)house!, the new hybrid arthouse audience was researched. This provides valuable insights into how cultural institutions can effectively reach their audience, both offline and online.

Research Results: Hybrid Viewing Leads to More Film House Visits

The "Everybody in the (art)house!" project yielded important insights:

The same audience, online and offline: Arthouse enthusiasts watch films both at home and in theaters. Online platforms reach a slightly different profile than film houses, offering opportunities for targeted marketing.

Online leads to offline: 25% of Picl users who visited a film house did so for the first time. Online offerings thus encourage new audiences to take the step to the theater.

Hybrid expands reach: By combining online and offline, you reach a broader audience. People who cannot visit the film house can watch at home. This keeps arthouse films accessible to everyone.

Hybrid viewers watch more: People who watch films at home on Picl and in the film theater see an average of 9.1 films per year. In comparison, people who only go to the theater or only watch via Picl average 2.6 and 3.8 films per year, respectively.

“As a sector, we are missing opportunities. Not due to a lack of public interest, but because we do not always align optimally in terms of timing, offerings, or marketing,” says Saskia Tuijp, head of marketing at the film theater De Lieve Vrouw. She further explains: “Some people choose Picl because a film has already left the theater by the time they want to watch, or because the screening times do not work for them. User data shows that most people watch on Picl between 8:30 PM and 9:00 PM. Film theaters often start their first film just before this time to show another film later in the evening.”

Animatie van een bank met de tekst: 'Het filmtheater. Maar dan thuis.'

Data-Driven Collaboration for Film Houses: The Key to Growth

Picl and the film houses collect data about their audience. By sharing and analyzing this data, they can:

Better understand target groups: Who watches which films? What are their interests? What are their tastes?

Optimize marketing: Conduct targeted campaigns that appeal to people’s taste preferences.

Improve the film experience: Both online and offline.

The strength lies in collaboration. Film houses and Picl share knowledge, costs, and data. This leads to a stronger position for the arthouse sector in a changing media landscape. Digitization is not a threat, but an opportunity. By making smart use of data and online tools, film houses can expand and deepen their audience. The future is hybrid: a mix of online and offline that keeps the love for arthouse films alive.

Of course, legislation comes into play when it comes to data processing. “In addition to the regular ongoing data processing agreements, we have specifically for the pilot signed new agreements focusing on GDPR. Other points included: specific purpose, specific period, which data we exchange, and that it was anonymized,” says Noortje van de Sande, member of Picl’s management.

Joint Strategy: Concrete Steps by Picl

Picl and seven film houses (Eye Amsterdam, Filmhuis Bussum, Filmhuis Den Haag, Filmtheater De Lieve Vrouw Amersfoort, Forum Groningen, Fraterhuis Zwolle, and LantarenVenster Rotterdam) collaborated in 2024 on a follow-up to the Innovatielabs project. The goal is to increase the hybrid sales of arthouse films and attract more visitors to the film houses. They achieve this by:

Conducting joint marketing.
- Segmenting target groups based on film preferences.
- Exchanging user data to better understand local audiences.
- Cross-promotional newsletters and direct mailings.
- Social media campaigns with shared target groups.
Optimizing customer journeys: Ensuring a smooth transition between online and offline.
- Collaboration through joint email campaigns, social media, and discount promotions.
- Discount promotions (e.g., 50% off film theater visits via Picl).
Improving data insights: Analyzing online and offline viewing behavior.
- Analysis of online and offline tastes for better segmentation.
- Data exchange between theaters and Picl to discover opportunities.
- Evaluations and surveys with audiences and involved parties.

Along with the tools and requirements for success:

Using email marketing software for audience optimization, with funnel/automation capabilities.
Having a CMS with audience segmentation capabilities.
Joint agreements on segmentation methods (speaking the same language makes it easier to exchange and share information).
GDPR-compliant agreements through contracts and data processing agreements.

The message is clear: digitization and data offer opportunities for the cultural sector. Digital platforms like Picl show that online and offline can strengthen each other. By collaborating and innovating, we can create a thriving future for arthouse films.

Picl is a knowledge partner and connector in the film sector. Through research, data analysis, and knowledge sharing, it helps SNF film houses navigate the digital era. SNF aims to empower film houses to reach and grow their audience, both online and offline.