"Technology advances and business change: that’s why unbiased information is crucial, especially for an independent exhibitor”. This message launched by a participant at the 2014 course summarizes the aim of DigiTraining Plus 2016, which will focus on four themes.Theatre Management : decisions on investmentsNow with the digital conversion nearly complete, new decisions must be made.Manufacturers are keen to sell products, such as new sound systems and new projection technologies, with features that may include HDR, larger colour gamut and higher light levels for 3D. Marketplace dynamics are reverting to that of earlier days in cinema, where sellers drove innovation. However, today technology is advancing at a much faster pace, and the cinema market is now highly leveraged. This could lead to disaster for small/medium sized exhibitors if ill-informed when making new investments. One of the aims of DigiTraining Plus 2016 will be to provide the necessary information to offset risk for independent cinemas.Programming contentFrom the point of view of enhancing the diversity and quality of the cinema offer, digitization offers many possibilities for ‘specialty programming’, such as cinema on demand, new forms of event-cinema and integration of added content. However, those who believe that flexibility and variety of programming are the automatic results of installing a digital projector may find themselves disappointed. In fact digitization compels exhibitors to rethink programming.DigiTraining Plus 2016 will represent a platform to compare views and share experiences on the opportunities offered by a more flexible way of programming. All this not only in view of better targeting potential audiences, but also of consolidating the role of the cinemas role as centres of culture and social aggregation in their own territories.Digital technologies for a new way of approaching audiencesThe use of the social media for marketing and for audience building will be one of the key points in the programme of DigiTraining Plus 2016. A workshop will be organized thanks to the collaboration of Aeropolis, a Czech art house cinema chain that has adopted a clear strategy on building an online community. Participants will be able to benefit from a hands on approach and learn how to improve their communication skills.Catering for specific needs: A cinema without barriers is made possible by digital technologyParticipants to DigiTraining Plus 2016 will experience some important new developments for the future of cinema-going: they will be able to try the most innovative systems to facilitate access to the cinema for those who have hearing or visual difficulties.