Cinema-As-A-Service: Meet Bas van Heek, Director Strategic Marketing at Barco
Tune in to Episode 4 of the Product-As-A-Service Champions Podcast! Join Yann Toutant, CEO of Black Winch and Bas van Heek, Director Strategic Marketing at Barco, as they discuss the evolution of cinema technology and the shift towards a Cinema-as-a-Service model.
Cinema-As-A-Service: Meet Bas van Heek, Director Strategic Marketing at Barco
Tune in to Episode 4 of the Product-As-A-Service Champions Podcast! Join Yann Toutant, CEO of Black Winch and Bas van Heek, Director Strategic Marketing at Barco, as they discuss the evolution of cinema technology and the shift towards a Cinema-as-a-Service model.
Guest speaker
- 8+ years of experience at Barco.
- Seasoned marketeer with senior experience in strategy, circular economy, digital transformation, product marketing, product management and business development.
- Strongly guided and motivated by the voice of the customer.
About Barco Cinema
Barco, a pioneering force in visualization and collaboration technology, leads the global market with innovative solutions tailored for the entertainment, healthcare, and enterprise sectors.
With over 100,000 projectors shipped and a global presence serving more than 200 exhibitors, Barco Cinema champions cutting-edge advancements such as laser projection, HDR technology, and comprehensive services that elevate the cinematic experience for filmmakers, exhibitors, and audiences.
Barco is the undisputed #1 in laser projection, setting the stage for the industry since they introduced the world's first laser projector for cinema in 2014.
Its award-winning laser portfolio, recognized with accolades like the AIS Lumiere, AIS Wheatstone, and BTOB awards, highlights a relentless drive for innovation and excellence.
Cinema-As-A-Service
Barco’s Cinema-As-A-Service (CaaS) offer allows movie theater exhibitors to access high-quality cinema projection without the risks and responsibilities of owning equipment.
The service is priced based on performance parameters like screen brightness, with a fixed monthly fee linked to a pre-agreed usage (usually 4,000 hours per year).
It offers flexibility, with customers selecting performance requirements such as 2K vs 4K or 2D vs 3D, rather than focusing on hardware specifications.
The CaaS model relieves exhibitors from uncertain operational costs, provides cash flow benefits by eliminating CAPEX, and guarantees consistent performance.
Available in North America and Western Europe, it helps exhibitors differentiate their offerings and keep up with technology renewal.
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Key insights
"We've been selling Cinema projectors for 20 years in a CAPEX model with various finance variations. But what we have seen over the past years, and that's also a little bit linked to technology and renewal waves, is that the market has changed."
"Owning projection equipment is not always the core business of our customers. Using projection equipment to give a magical experience to their audience to make sure that they have a great time and come back - that is their core business."
"When we talk about Cinema as a Service we do not focus at all on the projector or on the hardware. We really focus on the quality of the projection, about what the customer sees, the final result on screen."
"We are going to ensure that we deliver a promise of a qualitative movie representation for a fee per month instead of saying ‘ah this is the new Barco box’."
"At the core of an as a Service offering, and in my belief, it's a partnership, it's companionship. You do not do that as a supplier. You do it as a partner because you partner up with your customer - whatever service you offer. You take a lot of responsibility away from your customer, but you bring it to yourself."
References
Barco: https://www.barco.com/en
Barco Cinema: https://www.barco.com/en/solutions/cinema
Article "Hollywood recognizes Barco for achievements in cinema with Scientific and Engineering Academy Award": https://www.barco.com/en/about/press-releases/hollywood-recognizes-barco-for-achievements-in-cinema-with-scientific-and-engineering-academy-award
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