EXCLUSIVE: Looking to elevate the cinema-going experience, Matthew Shreder and James Andrew Felts’ Concourse Media is launching Concourse Cinema Ventures. The new company is aimed at developing innovations for the premiere theatrical window which it intends to maximize by providing moviegoers with engaging products that enhance the cinema experience both in, and outside, the theater.

CCV is designed to act as a research and development arm, as well as an incubator, for creating new customer experiences for the major studios and exhibitors. An oft-heard refrain from exhibitors is that offering moviegoers something extra is a means to getting them out for a night in an increasingly option-filled world.

Data regarding habits, engagement and loyalty is a key component to that end. CCV says that by utilizing results from internal research campaigns, it can define moviegoer value in “new and exciting ways.” Its first initiative will be unveiled next year.

Shreder says CCV “tasks itself with expanding communication with moviegoers through content delivery vehicles that appeal to consumers of all ages and demographics. The hope is to draw outside of the lines. Moviegoers are the most curated media consumer in today’s landscape — demanding the most premium experience and willing to pay a premium price for it. By keeping consumers engaged, we are constantly reminding them of the cinema experience and its foundational connection to movies.”

Concourse’s core business is dedicated to feature film marketing and distribution. Its Concourse Film Trade division is a global film licensing company that represents and finances six-eight movies a year including this year’s The Little Hours. Its Industry & Company division is a marketing firm that engineers creative release campaigns and audience engagement strategies for feature films across North America. CCV will act as a standalone company and has ambitions to expand internationally.