What makes Cinefile different from Netflix & Co.
Published: Monday, Apr 22nd 2024, 10:40
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Andreas Furler is the founder and CEO of the Swiss streaming platform Cinefile. In an interview with the Keystone-SDA news agency, he talks about pointed formulations, figures and a dilemma.
Andreas Furler, there are several domestic streaming services. What is the unique selling point of Cinefile?
Andreas Furler: "First of all, the consistent curation. We are four film fans, proven connoisseurs, seasoned writers and only offer films that we think are worth seeing. A maximum of 1000, so that the selection remains manageable. In this way, we spare our users the dilemma of the big platforms: the endlessness of the offer, of which we basically know that a lot is not worth the time and money."
What else sets you apart?
Furler: "We developed the entire platform ourselves - technically, in terms of content and visually - and did not buy an off-the-shelf solution. Although this comes at a price, it gives us great flexibility to try out offers and respond to customer requests, for example with editorial features, small film cycles for current events or the free combination of individual rentals and subscriptions."
And then there's the newsletter.
Furler: "Exactly. It stands for our way of communicating. We place the films in a wider context and don't mince our words when we have reservations. Every week, we not only comment on our streaming news, but also on all the more important movie premieres - after all, we also run the most comprehensive cinema guide in Switzerland. This high journalistic standard sets us apart from other providers. The response proves us right: if newsletters are opened by less than 10 percent of recipients on average, we get 50 percent."
Is there cooperation with other providers?
Furler: "Of course we watch each other. But everyone looks out for themselves, because we are in a competitive environment. But with niche players, overlaps in the range are in the nature of things."
How have the figures developed?
Furler: "During the pandemic, there was a leap from around 3,000 to over 12,000 users in a very short space of time, but we lost many of them again because, as newcomers, we simply weren't technically good enough yet. Since then, we have continuously worked on the details. There are currently around 21,600 people registered with Cinefile."
What are Cinefile's plans?
Furler: "We want to further simplify access to films and will soon be publishing additional TV apps for all popular television brands. We also believe that there are still many untapped treasures in series, classics and documentaries for audiences with an affinity for culture. We will be presenting a whole series of these in the coming weeks."
*This article by Raphael Amstutz, Keystone-SDA, was realized with the help of the Gottlieb and Hans Vogt Foundation.
©Keystone/SDA
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