Programming and Audience
Mission Statement To provide the public of Norwich and the surrounding area with the opportunity to experience a wide-ranging programme of cultural cinema and related activities with the aim of enhancing the audience's appreciation, enjoyment and understanding of world cinema.
What is an Independent Cinema? 1. 2. 3. 4.
They generally show different films; Films are selected and programmed in a different way The cinema has a different ambience; Audiences have different expectations.
Source: Independent Cinemas: A Case Study. BFI Publishing 2000
Cinema City’s approach • Offers different experience to mainstream/ chain cinemas • Autonomy – Decides on its own programme (not told what to screen/ do) • Profit-driven
• Exhibits the most commercially popular films • Arthouse, specialist and foreign language films • Cultural policy: Striving to present the widest range of new world cinema, plus older films and special events
Cinema City 2004 – decide to adapt by changing… AUDIENCE •Change content/ programming – Show blockbusters/ mainstream films ‘with a twist’ (e.g. SATC2 cocktail night) – Use revenue from blockbusters to support exhibition of niche films (e.g. East Anglian Film Archive)
•Widen audience – Cater for niche groups
•Retain: specialist films; education and niche groups; Premium ‘audience experience’
OWNERSHIP •Change focus (profit and sustainability) •Change ownership to support the work – Become part of PictureHouse
TECHNOLOGY •Refurbish and modernise – 3 screens – Digital – (Later) 3D
Programming at Cinema City • “Programming” = The films exhibited by a cinema (What is in their ‘programme’? What films have they selected to screen?)
• What do Cinema City exhibit? – Some mainstream films – Specialised Films – Local Films – Alternative Content
Programming at Cinema City • • • • • •
First run titles (e.g. new releases) Contextualisation of films Themed seasons Festivals and special events Archive programming Education programme
Programming at Cinema City Film category Mainstream
Description High profile mainstream and crossover films and a few very familiar classic films
Crossover
More complex and ‘difficult’ crossover films, light arthouse and popular archive programming
Challenging Specialist
Arthouse titles •Foreign language with subtitles •Documentaries •Archive/classic films •Difficult-to-categorise genre/ complex hook or USP •An innovative film (has an innovative cinematic style)
Range of films in typical brochure • • • • • • • • •
United States UK France Canada China Spain Italy Australia Germany
• Sweden
Cinema City Top 20 1. Slumdog Millionaire 2. Mamma Mia! 3. The Reader 4. Quantum of Solace 5. The Duchess 6. The Kite Runner 7. No Country for Old Men 8. Sex and the City 9. Burn After Reading 10. Revolutionary Road 11. Indiana Jones 4 12. Elizabeth: The Golden Age 13.The Dark Night 14. There Will Be Blood 15. I’ve Loved You So Long 16. The Young Victoria 17. The Golden Compass 18. Happy Go Lucky 19. The Edge of Love 20. The Boat That Rocked
(Oct 07 –May 09)
ALTERNATIVE CONTENT
What else can you do with a digital projector that you can’t do with a film projector?
Alternative Content • Sports -live World Cup screenings • Film Related Events - director Q&As, transmitted to other sites. • Opera & Music Events- music concerts. • Gaming- games consoles can be connected and played on the big screen. • TV Shows- ‘event’ TV shows such as the first or last episode of a series – e.g. The Day of the Doctor • Corporate- laptops can be connected to digital projectors to show presentations. • Educational- Surgery broadcast to students in cinemas as part of training.
Alternative Content
AUDIENCE
The Cinema City audience • • • • • •
Varied and unpredictable A ‘quality’ film helps Adaptations and period dramas Dame Judi Foreign language: crossover /key directors Music films
Loyal Audience • Membership Scheme • Social Media: Facebook, Twitter, direct email – Creates a direct and local connection with the audience – Audience can: • tweet reviews • take part in competitions for tickets • get info on up-coming releases • discuss films • request screenings
Niche Groups and Special Events • • • • • • • • • • •
Big Scream! Kids’ Club Metropolitan Opera Cult Films Silver Screen Archive screenings Slackers Club Out at the Movies Autism-friendly screenings Short films Popcorn free screenings
How does Cinema City adapt to compete and also to cater for specific audiences? •Institutional structure and ownership (Picturehouse> CityScreen> Cineworld) •Alternative Content •Programming/ Films shown •Cinema “Experience” •Niche groups •Outreach/ beyond film •Investment in technology (digital; 3D; Marketing Technology)