Jon Michelena

Jon Michelena is Head of Cinemas at Lumière Group, where he oversees five venues and leads the development of new city cinemas. With over 10 years of experience in the sector and degrees in sociology, economics, and cultural management, he combines hands-on cinema management with strategic thinking on cultural entrepreneurship, positioning Lumière as both a guardian of auteur cinema and a forward-looking player in the European film landscape.

At Cinema Cartoon’s he laid the foundation for a future cinema network by professionalizing operations and creating a strong basis for growth. Building on this experience, he opened Lumière Antwerpen, oversaw the renovation and launch of Lumière Mechelen, and developed new formats such as the seaside pop-up Lumière aan Zee. Following the acquisition of Cinema Focus in Geraardsbergen, he coordinates Lumière’s cinema operations and drives new projects. His vision emphasizes cinemas as cultural meeting points that strengthen urban vitality and livability.

Within Lumière’s management team, he contributes to the group’s broader strategy, ensuring links between exhibition, programming, and distribution. He represents Lumière at industry forums and serves on the boards of the Belgian Cinema Federation and Cineville Belgium.