Cinema Survival

Cinema survival: Compare the ways in which Cinema City and Vue/Odeon attract audiences

In the last few years, cinemas throughout the world have had to compete with the growing technology of home cinema entertainment. Large high definition TVs, DVD/ Blu-ray equipment and surround sound gives a cinema-like experience at home, so many people prefer to wait until a film is released onto DVD so they can watch it as many times and whenever they want. These can be released as quickly as 12 weeks after the film has been launched. With the advancement of computer technology, films can also be shown via the internet which allows people to see them on a laptop while on the move, such as on a train or plane journey but this availability takes a lot longer.

So how can cinemas overcome this trend and win back their audiences?

Many mainstream cinemas, i.e. Vue and Odeon, have incorporated high tech HD digital projection and 3D viewing to try to outsmart the TV industry. Vue cinemas have installed Sony’s 4K projectors in its network of cinemas. These give 4 times the resolution of full high definition, producing a fantastic more realistic picture, which teamed with 3D technology, gives the audience an unbelievably lifelike experience, well worth going to the cinema for. They also have a lot of screens (Vue has 8) so they can show a variety of films and the more popular ones can have hourly viewings optimising on the excitement of a new film. For example: ‘Valentines Day’ (2010, directed by Gary Marshall) and ‘Eclipse’ (2010, directed by David Slade). When the initial interest of the film starts to diminish, they can move the film to a smaller screen, releasing the larger screen for the next premiere. They also usually show the more popular mainstream films to draw in the audience and raise their ticket sales. Vue cinemas have also created a DVD rental service called ‘Vue At Home’ which offers free DVD rentals to their cinema going customers: watch a film at Vue cinema, get a voucher to rent a movie; thus working with this popular format rather than against it. The mainstream cinemas can afford to spend a great deal of money on advertising, such as posters, leaflets and billboards on busy roads. Their promotions include discounts on next-visit to the cinema and internet sites discounting ticket prices bought in advance.

In contrast to Vue and Odeon mainstream cinemas, we have Cinema City, an independent cinema, in the heart of Norwich. How does this survive and retain its audience on such a small budget?

Cinema City is part of The PictureHouse network which receives funding from Europa (a company which incorporates cinemas across Europe with a view to show a specific quota of European Language films). They own 19 cinemas throughout the UK in city centre locations, mainly University towns, and choose diverse programming schedules tailored to the local audience, a blend of Arthouse and mainstream films. In Norwich it attracts UEA students and foreign nationals particularly from the language department. Also, the cinema appeals to an older, more mature audience who prefers its traditional style and atmosphere. It is more sociable as it has a bar and restaurant; more select because it only has 3 screens and feels cosy and comfortable; making the whole experience of going to the cinema pleasurable and luxurious. Films shown for example, ‘Tell No One’ (2006, directed by Guillaume Canet) and ‘This Is England’ (2006, directed by Shane Meadows) The PictureHouse network doesn’t compete with the mainstream cinemas as it negotiates its terms and schedules under a co-operative, which therefore offers different genres that cater for a more exclusive, diverse audience. Advertising is very limited, just posters in the windows and details on its website. They have recently brought out a giftcard promotion. The cinema has invested in digital projection in order to show more films made in this way.

In order to attract a wider audience, all the cinemas mentioned above have recently introduced events such as opera and ballet to their screens. These are transmitted live from a number of famous theatres around the world, in stunning high definition and add a whole new dimension to visiting a cinema.