Cineuropa talked to KWEB (Movie Hunters) CEO Domenico La Porta at Cannes Film Market's NEXT pavilion.

Domenico La Porta explains the concept of his new marketing innovation, which comes in the shape of a smartphone app. The idea is that when people go to the cinema, they have access to a "virtual goodie bag" containing games, coupons and storyboards, etc. The aim is to encourage the consumer to go to the cinema more and more, creating virtual communities bringing film lovers together. This project is marketing, pure and simple, with the purpose of bringing consumers, exhibitors and distributors closer together and making them work together.