Discover Panama’s Stories, Frame by Frame
Intro
To revitalize Cines Moderno and reconnect it with its audience, we introduced a national film festival showcasing Panamanian filmmakers’ talents. This initiative aimed to highlight local creativity, strengthening the bond between the cinema and its community.
Problem
Cines Moderno struggled against larger international chains due to inconsistent branding, weaker advertising, and a disengaged target audience. These challenges diluted its unique local appeal and hindered its ability to compete effectively in a growing market.
Response
Leveraging Cines Moderno’s local roots, the film festival aimed to attract audiences, enhance community ties, and establish the cinema as a cultural focal point, redefining its role in Panama’s entertainment scene.
Process
Concept Statement
Cines Moderno introduces a vibrant film festival celebrating Panama's rich cinematic culture. This event showcases the brilliance of local filmmakers, bringing communities together to explore diverse narratives and experiences. It's a unique platform that elevates local talent and fosters national pride in Panama's storytelling heritage.
Objective
Our goal is to reignite passion for domestic cinema, offering an alternative to international movie chains by highlighting homegrown stories that resonate with Panamanian audiences. We aim to create a communal space where film enthusiasts can discover new local favorites, engage in cultural dialogues, and celebrate the art of cinema together.
Opportunity
This film festival opens a window for Panamanians to connect with their cultural roots and each other through cinema. It serves as an exciting reason for people to travel within their country, exploring new cities and experiences while supporting local industries. By focusing on accessibility and community, Cines Moderno can build a loyal audience eager for quality, locally-produced content and experiences that break the routine of daily life.
Target Audience
Key Demographics
Age Group: 18-35 years old
Education: High school graduate or higher; intellectually curious regardless of formal education level
Location: Across the countryside of Panama, focusing on medium sized cities
Income: Moderate, with some disposable income for entertainment
Key Psychographics
Passion for film, travel, and culture
Seek diverse cinematic experiences and support local talent
Value local industries and community events
Enjoy exploring different parts of the country and participating in local activities
Challenges
Finding new and exciting activities to break the monotony of everyday life
Seeking reasons or opportunities to travel and explore different parts of Panama
Desire for cultural and entertainment experiences that are affordable and accessible
Looking for community connection and shared experiences in leisure activities