Digital technologies are enabling the transformation of the established market boundaries and business models of the cinema industry, bringing opportunities for a reconfiguration of the conceptual framework of movie content distribution through movie theatres, as well as of the concept of the movie theatre as traditional projection space and as institutional site. This requires to sector organizations to negotiate new agreements related to theatrical distribution and to explore alternative ways of operating. The purpose of this chapter is to investigate existing opportunities of transformation for the theatrical distribution value chain in an era in which the Internet and social media change the conventional cycle of production, distribution and consumption, re-defining the function of intermediaries, gatekeepers and experts. The chapter analyses the case of Movieday.it, a platform designed to bridge the gap between content and theatrical distribution through audience engagement, with the aim to balance supply and demand.