About · Discover · Assess · Test · Share
Discover what cinemas are doing. Assess the evidence. Decide what to test.
Cinemas in Action is the global intelligence platform for cinema exhibition. We discover initiatives from cinemas around the world, assess them critically, and turn the strongest examples into practical ideas that other cinemas can adapt, test, measure and share.
Evidence-led
We separate what has been observed from what has been measured. We do not treat activity as evidence.
Practical
Every substantive article helps an operator understand what they could test and what they should measure.
Global
The research ambition is international. Coverage will be stronger in some territories than others; we say so.
Independent
We are constructively sceptical of operator, supplier and consultancy claims. Not affiliated with any single body.
Operator-focused
The audience is people responsible for improving cinema performance, relevance and audience engagement.
What we are not
We are not a cinema news site, a directory of promotions, a repository of press releases or a showcase for uncritical supplier claims. Routine activities are not treated as noteworthy merely because a cinema has announced them.
Our job is to reduce noise and make practical value immediately visible — so an operator can decide, quickly, whether an idea is worth trying in their own venue.