Smartainment - The Future for Cinema?

Smartainment or smartaining is the production of entertainment content that is also educational or informative.  This term can most definitely be applied to the content available from the National Geographic Society's Cinema Program, which offers an alternative to regular big-screen movies.

To find out more about their Cinema Program CMG spoke with Howard Owens, Nat Geo's President.

CMG: Howard, how would you assess Nat Geo's Cinema Program?

Owens: It speaks to National Geographic's premise that cinemas are a place for upscale, aspirational and smart, fearless programming.  That is the audience we are trying to reach, both adults and children.

Howard Owens, Pres. Nat Geo

CMG: There was some question that having a cinema program would represent a move away from the traditions of the Society. Do you believe the success of the cinema program have quelled critics?

Owens: Yes, in fact it has done the opposite of what critics predicted. We have enhanced the Society's brand with new life and made it a contemporary brand.  National Geographic tries to bring out the inner explorer in everyone in an entertaining and enlightening way.  With the cinema program we are embracing the Society's core values of exploration, endurance, and mind over matter.  We don't do programming about the lowest common denominator or that talk down to our audience.  We want to elevate the conversation with programming that we're part of. This holds true for our TV channel as well.

CMG: You use the term 'smartainment' to describe Nat Geo's brand of programming, what does that mean to you?

Great photo from Nat Geo

Owens: It is programming that entertains but also informs and educates, and the success of our cinema program affirms that people want more engaging, highly entertaining but smart, aspirational content that's not afraid to be fun and fearless.  So, we're looking to expand that in unique and different ways.  We learn more about the digital content space everyday and we are really trying to use all aspects to keep our audiences more engaged in our shows and to allow an opportunity for advertisers to have a more intimate relationship with our audiences and not just run ads, however clever.

CMG: Thanks Howard.