The cinema experience is evolving and increasingly, that evolution is happening in cinemas – with a little help from YouTube. While the streaming giant was once seen as a competitor to theatrical releases, a growing number of European film companies are now embracing the platform, not just for promotion, but as a legitimate distribution channel and even a source of new audiences for the big screen.
This shift is particularly notable in Europe. According to reporting, YouTube is the most-watched media service on smart TVs in the US, surpassing both Disney+ and Netflix. In the UK, it trails only BBC iPlayer in popularity on smart TVs. This dominance isn’t limited to user-generated content; long-form content now accounts for over 70% of viewing on the platform.
For years, the film industry largely relegated YouTube to a marketing tool – a place for trailers and behind-the-scenes footage. However, companies like Sweden’s SF Studios, Italy’s Minerva Pictures, and France’s mk2 are actively changing that perception. SF Studios launched SF Studios Classics
, a YouTube channel dedicated to its film archive, signaling a willingness to leverage the platform’s reach.
Perhaps the most striking example of this new approach comes from mk2, a Paris-based exhibition, production, distribution, and sales outfit. They experimented with YouTube content in their cinemas as early as , but truly disrupted the French industry last year by releasing Inoxtag’s Everest documentary, Kaizen
, a day before its YouTube launch. The gamble paid off handsomely: the film sold 368,000 tickets in just 24 hours in France.
Elisha Karmitz, co-CEO of mk2, believes that cinema’s future hinges on its ability to connect with the creators’ economy
and shed the notion of being an exclusive space for auteur films. Cinema is not just for feature films,
Karmitz stated, emphasizing the need for a more inclusive and adaptable approach.
This embrace of YouTube isn’t happening in a vacuum. The platform’s growing influence on television screens is undeniable. A New York Times report highlighted YouTube’s ascent, noting it now attracts more TV viewers than Netflix, Disney+, or Amazon Prime Video. This shift in viewing habits is forcing the entertainment industry to reconsider its relationship with the platform.
The success of F1: The Movie
also demonstrates the continued draw of the theatrical experience, even in a landscape increasingly dominated by streaming. Legendary producer Jerry Bruckheimer discussed the film’s success in a interview, though details regarding specific box office figures were not provided in the available sources.
Beyond established studios, the potential for individual filmmakers to build an audience on YouTube is also gaining traction. A discussion on Reddit’s r/Filmmakers forum from suggests that success on the platform doesn’t necessarily require focusing solely on filmmaking. The advice centered on creating great videos about anything you love doing
and prioritizing quality content.
The emergence of Immersive Cinema Experience (ICE) technology, utilizing LED panels alongside the main screen, represents another avenue for innovation within the theatrical space. While the provided information doesn’t detail the success of ICE cinemas specifically, it highlights a broader trend of experimentation and a desire to enhance the cinematic experience.
The changing dynamics between cinema and YouTube suggest a future where the two aren’t necessarily at odds. Instead, they may find themselves in a symbiotic relationship, with YouTube driving audiences to theaters and cinemas offering unique experiences that complement online viewing. As mk2’s Elisha Karmitz suggests, the key is to embrace change and recognize that cinema’s relevance depends on its ability to adapt to the evolving media landscape. The industry is beginning to understand that YouTube is no longer simply a place for trailers, but a powerful platform for reaching new audiences and redefining the cinematic experience.
