Promoting the European Arthouse Cinema Day on Social Media: Benefits and Ideas

In the digital age, social media has become an indispensable tool for promoting events, connecting with audiences, and building communities. The Internet is frequently used to participate in social networks. According to a projection, the total number of active social media users worldwide is 4.76 billion in 2023 (Statista).

For events like the European Arthouse Cinema Day, social media is the most accessible platform to address a great amount of people and even plan out an advertising strategy to reach new audiences.

About the European Arthouse Cinema Day

The CICAE organises the European Arthouse Cinema Day, in association with the Europa Cinemas network and co-funded by Creative Europe's MEDIA programme. Since 2016 more than 700 cinemas in over 40 countries have participated in the event, offering magnificent programming including previews, films for young audiences, and classics from the history of European cinema.

What social media platforms to use

Social media platforms can be categorized into several different types based on their primary functions and features. Discover an overview and recommendations for the promotion of the event.

List of possible Social Media outlets

Social Networking

  • Facebook: A general-purpose social network for connecting with friends and family, sharing updates, photos, and videos.
  • LinkedIn: A professional networking platform for job seekers, recruiters, and business professionals.


  • X (Twitter): A platform for short, real-time updates called tweets.

Photo and Video Sharing

  • Instagram: A platform for sharing photos and short videos, often with a focus on visual aesthetics.
  • Snapchat: Known for its disappearing photo and video messages, and stories feature.
  • TikTok: A short-form video platform for creating and sharing user-generated content.

Video Streaming

  • YouTube: A video-sharing platform where users can upload, view, and comment on videos.
  • Twitch: Primarily focused on live streaming video game content and related activities.

Messaging and Chat

  • WhatsApp: A messaging app for text, voice, and video communication.
  • Messenger: Facebook's separate messaging app.
  • Telegram: A messaging app known for its security features.
  • Signal: Another secure messaging app with a focus on privacy.

Professional and Interest-Based

  • Pinterest: A platform for discovering and saving visual inspiration, such as images and videos.
  • Reddit: A collection of user-generated communities where discussions on various topics take place.
  • Quora: A platform for asking and answering questions on a wide range of subjects.
  • Goodreads: A platform for book enthusiasts to discover, review, and discuss books.
  • Letterboxd: A platform for film enthusiasts to discover, review, and discuss films. 

Remember that the popularity and features of these platforms can change over time, and new ones may emerge. It's essential to stay updated with the latest trends and developments in the social media landscape.

Recommendation for the use of social media

Most cinemas are trying to reach audiences regularly on Instagram and Facebook as their go to platforms. When planning an individual social media strategy, it is important to research about potentials of further platforms such as Letterboxd or YouTube

Depending on the platform, the type of content can be very different to Instagram and Facebook. Whereas YouTube focuses on high quality video content for a broad audience, on Letterboxd users can share dedicated reviews about films with friends - a valuable niche target group. 

Promoting the Arthouse Cinema Day, think about the target group you want to reach with your event and the films you programmed and research where to find them on social media. 

  • For example, on Facebook older generations increased their use significantly (Hubspot)
  • Over 50% of Instagram's global user base consists of individuals aged 34 years or younger (Statista 2023)
  • On, the most significant age bracket among visitors falls within the 18 to 24-year-old range (Similarweb)

How to plan your social media posts

Social media content planning can help you keep track of your activities. The plan helps you to plan in advance, identify synergies between platforms and prepare content in a bundled way to save work in the daily cinema routine.

  1. Create a content calendar and plan your measures: Map out a content calendar that outlines what and when you'll be posting in the lead-up to the event. Incorporate a mix of promotional posts, sneak peeks, behind-the-scenes content, and engaging visuals to keep your audience intrigued and informed.
  2. Tap into the marketing materials you have at your disposal, such as posters, graphics, trailers, and teasers. Remember to use consistent branding elements to maintain a visual identity.
  3. User-generated content (UGC) from past years' events is a powerful way to demonstrate the impact and appeal of the European Arthouse Cinema Day. Scroll back in your timeline or search posts that have been created and shared in the past years.
  4. Feature ambassadors: The European Arthouse Cinema Day is promoted by well known ambassadors. Highlight them on your social media platforms. 
  5. Run contests and giveaways: These are great ways to easily reach new audiences. Make sure to combine the contest with the values of the event: Encourage them to share their favorite arthouse film memories, tag friends, or create their own event-related content.
  6. Engage with audiences: Respond to comments, messages, and mentions on social media. Engaging with your audience fosters a sense of connection and encourages more people to participate in the European Arthouse Cinema Day.
  7. After the event, express your gratitude to attendees, partners, and supporters through heartfelt posts. Share highlights, photos, and reflections that capture the essence of the celebration and the impact it had. Make sure to also include the pictures on the landingpage of your website to start creating a consistent base of information for next year's event. 

You can either plan on paper or use digital tools like Google Sheets, Asana or Trello to map out your activities and keep track on your posts. 

Example for an editorial calendar by Asana (
Example for an editorial calendar by Asana (

Ideas for creative social media posts

Social media gives you the freedom to share your creative ideas in various formats. Make use of your possibilities to engage as many people as possible and spread the word about the European Arthouse Cinema Day.

  • Create an interactive quiz - either on instagram stories or by posting a graphic and asking for answers in the comment section. Reward participants with a shoutout or a small prize for their arthouse expertise.
  • Start a chain of arthouse film recommendations by posting about a European film. Ask your audience to comment with their own favorite arthouse films and why they love them. This interactive post encourages meaningful conversations and allows participants to discover new films they might not have known about before.
  • Post a captivating still or screenshot from a European arthouse film and invite your audience to create their own captions.
  • Host a poll asking your audience to vote for the film they'd like to see screened on the European Arthouse Cinema Day. Allow users to vote in the comments or through interactive poll features on platforms like Instagram or Twitter.
  • Create a slideshow explaining the vision of the European Arthouse Cinema Day or sharing facts like: How many cinemas participate?
  • Share quotes of you audience, ambassadors or team about the past events or their favorite European Film.
  • Create a reel or slideshow with behind the scenes footage of you organzing the European Arthouse Cinema day.
  • Invite to the event on Facebook and LinkedIn and invite local partners as hosts to gain more reach.

Can you think of more ideas? Make sure to pick the ones, that speak to you the most and feel easy to implement and use the content calendar to structure your communication measures.

Example for engaging social media posts

This post was created by @otthonmozi.
This post was created by @otthonmozi.

What does cinema mean to you? In 2021, in cooperation with Zurück ins Kino, cinemas were asking for their audiences' thoughts through sharable graphics to foster engagement and reach on the European Arthouse Cinema Day.

The power of social media

In today's digital era, social media is a vital tool for promoting events like the European Arthouse Cinema Day, with over 4.76 billion users worldwide in 2023. To effectively utilize these platforms, consider your target audience and preferred platforms, create a content calendar, engage with your audience, and leverage the event's ambassadors. Use interactive posts and express gratitude post-event to maintain a consistent online presence and enhance the event's reach and impact.


Profilphoto Valentin Jassin

Valentin Jassin CICAE

Valentin is administrative and finance assistant at the CICAE since April 2022. He is also the French referent of the team and thus participates in our relationships with our French-speaking correspondents.Educated in cinema in Paris between the rue Champollion and the big networks, he worked as a projectionist in many cinemas and was trained in arthouse cinema management in Lyon through a master’s degree at the university and in the Cinémas Lumière. more from the author

Stay in touch!

Take advantage of every new idea: Sign up now and stay tuned or simply follow @arthousecinemahub on social media. Whatever option you choose, we are beyond happy to have you as part of this growing community.