Trends in Film Exhibition

Last Updated on 18 de July de 2026 by S22 Digital

On January 16, 2025, the Embajadores Cinemas in Madrid became the epicenter of debate and reflection on the challenges and opportunities in the film exhibition sector. Under the title “Innovation and Training in Film Exhibition: Challenges and ProposalsThe event, organized by the CPS (Spanish Confederation of Film Exhibition), brought together experts, professionals, and representatives from academia to analyze the present and future of the industry.

Institutional Opening

The event began at 9:30 a.m. with a welcome address by Luis Gil, president of the CPS. In his remarks, he emphasized the importance of training as a key tool for addressing the technological and social challenges facing the sector, as well as the need to adapt to changes in audience consumption habits.

First Roundtable: New Training Challenges in the Sector

Moderated by Luis Gil, this roundtable offered an overview of the most pressing training challenges in the industry. Participants included Juan García (ODEON Multicines), Fernando Lobo (Cines Embajadores), and Julio Navio Marco, professor of digital skills at UNED (National University of Distance Education).

Elena Neira, an expert in distribution and new technologies, analyzed common myths about consumption and how it has evolved in recent years.

The debate also explored the possibilities offered by new technologies to optimize the audience experience in movie theaters, from personalization to the design of more effective campaigns to attract new viewers.

Following this, Luis Gil presented a round table discussion on the role of the CPS (Consumer Protection Service) in Training. He was joined by Rubén José García García (UGT) and Francisco J. Pérez Huertas (FSC-CCOO), who contributed a labor and union perspective on how training adapts to consumer habits.