According to Swiss owners and distributors, teenagers have abandoned the cinema. Certainly, the children’s cinema club, “la Lanterne magique”, which has 20,000 members in Switzerland, helps those aged between 6 and 12 years to discover the seventh art, but does this mean that they will grow into fans of the cinema itself? The answer is no. “Cultural autonomy develops between 15 and 20 years old. It is therefore necessary to offer something to this age group,” explains Ilan Vallotton, director of “la Lanterne magique”.
The association and other industry players have therefore developed the #ciné concept, to entice 14-18 year olds to reinvest in film and become regular cinema-goers. Currently present in eight towns throughout the country, the project entrusts the organisation of cinematic events destined for teens to groups of adolescents of the same age. Once a month, they take over a cinema in their town to present a preview of a film of their choosing. “The idea is to position the cinema as a place where adolescents can take control,” explains Ilan Vallotton.
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