THROUGH THE REALISATION OF THE PROJECT AND ITS PLAN, THE PARTNERS-COMPANIES AIM TO RECONFIGURE THEIR VALUE PROPOSITION IN THE CONTEXT OF A NEW INTEGRATED BUSINESS MODEL, CAPABLE OF OFFERING NEW CULTURAL SERVICES FOR THE LOCAL COMMUNITY, IN A LOGIC OF INTEGRATION AND STRENGTHENING SYNERGIES BETWEEN THE CINEMA OFFER ODEON SRL AND THE PROPOSALS FOR EXHIBITIONS AND ENHANCEMENT OF CULTURAL, EDITORIAL AND ARTISTIC HERITAGE CONCEIVED AND PROMOTED BY SGMS, QU.BI MEDIA SRL, EMMEPI CONSULTING SRL. THE ADJUSTMENT AND RELAUNCH PLAN WILL MOVE ALONG TWO MAIN LINES: THE CREATION OF AN INNOVATIVE CULTURAL HUB MODEL, FOCUSED ON CINEMA AND SUPPORTED BY COLLABORATIONS WITH OTHER ACTORS IN THE CULTURAL AND CREATIVE SECTORS, INCLUDING ONLINE PLATFORMS, CAPABLE OF DEVELOPING NEW SERVICES AND INTERACTIONS WITH THE EXISTING AUDIENCE AND REACHING OUT TO NEW YOUNG AUDIENCES; THE REVISION OF THE ORGANISATIONAL STRUCTURE, OF THE