How to find a new audience for De Uitkijk, the oldest film theatre in the Netherlands? The answer: Upload Cinema. A film club that brings the best videos on the web to the big screen. Every first Monday of the month, a fresh programme of internet shorts is screened in the De Uitkijk in Amsterdam. Each month there’s a new theme. The audience submits films through uploadcinema.nl; an editorial board selects the best and compiles a feature-length programme. Upload Cinema was silently launched in October 2008 and has developed the way many online communities do: without any form of traditional advertising, just by word of mouth and ‘member get member’. The film club has been a great success right from the start.
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