Cinema Expo '10 Kicks Off, Alternative Programming Hot Topic.

The 2010 Cinema Expo International convention began today in Amsterdam; like the more prominent ShoWest in Las Vegas, this annual film industry tradeshow primarily serves as a hawking ground of new technologies and idea-swaps in the movie business.

While the main hall for vendors and exhibits doesn't open until tomorrow, there's plenty of talk and industry speculation about what to expect. THR reports that alternative cinema programming is going to be a hot buzzword this year, with Arts Alliance Media's programming slate of opera, classical music, and other non-movie fare cited as a particular success story in Europe.

On this side of the pond, we've watched companies like NCM Fathom generate surprising sold-out houses with events that range from Metropolitan Opera simulcasts to rock concert events to LOST fan events to mega-church services to...well, you get the idea.

A big trend of the past few years is the potential for cinemas to be about considerably more than just movies; when you've got a space to seat a few thousand people and a peerless multimedia setup, the possibilities for programming and connectivity are near-limitless. The spread of digital projection over the last decade has made this even easier, with live broadcasts and transmissions joining the array of possibilities at the local cineplex.

Movies, of course, remain reigning champion at theaters, and aren't going anywhere. Alternative programming is a great way to supplement theater incomes at off-peak hours--say, on a Sunday morning at 11am for church services or a Wednesday night at 7:30. You're never going to see something like this hog a screen on a Friday or Saturday night; that said, companies are hinting at Cinema Expo that there's new options in the pipeline, including 3-D sports events.

While the Cinema Expo was once regarded as a sort of sleepy little event, things have kicked up in recent years, with James Cameron formally unveiling the first Avatar footage at last year's event. So, keep your eyes peeled--we'll let you know what's popping up in Amsterdam this week, right here on Cinema Blend.