Bringing audiences to independent cinema in Europe via digital & social media
Guest blogger Chiara Pannazzo takes some independent cinema virgins on a revelatory visit to Edinburgh's Filmhouse
all text and images by Chiara Pannazzo
The Experiment
As a lover of arthouse cinema, in my circle I am in the minority. With the tide of change away from the global to the local, I sensed it was time to tackle my friends’ preconceptions of arthouse cinema!
I chose Filmhouse in Edinburgh as my experimental habitat, inviting four arthouse cinema and Filmhouse virgins for a night of international splendour. As we moved through the foyer into the bar area, I could sense the group were surprised by the energy and general buzz throughout the cinema. “I’d never been to The Filmhouse before, as I felt a bit intimidated by the genre of films they show,” said Elaine, a 24 year old teacher, “and I had no idea that they also showed more mainstream films.”
As well as three film screens, Filmhouse has a deservedly popular bar and restaurant, serving a range of food and drinks, from spicy lamb curries, to beautiful vegetarian stews. Robert, a 27 year old technical support analyst, spoke of his surprise at the restaurant and bar facilities. “I had no idea that Filmhouse served food! It would be great to come here for a meal first and then go into watch the film,” he said. As we struggled to find a seat in the bar, he commented on the number of people enjoying the wider experience that is Filmhouse - “ The atmosphere is really good,” he said.
Changing Perceptions
As we left the bar and moved through to the screen, I could tell that my friends were upbeat about Filmhouse, and from their comfy seats, happy to allow Diego Luna’s Abel to take centre stage. As I had chosen the spectacle on their behalf, I spent almost as much time watching their reactions to the film, as I did sympathising with Abel’s troubles. However, what I did notice was that every time I laughed, they laughed, and each time I gasped, they gasped. So far, so good!
As we left the screen for our second visit to the bar, I was desperate to hear their verdict. First and foremost, all four of my friends enjoyed the overall Filmhouse experience, and would visit again. “It’s much more intimate than the cinemas I usually go to,” said Elaine. “They have a much better range of facilities than more mainstream cinemas,” said Louise, a 26 year account manager. “I like the restaurant, and the shop. Being able to buy DVDs from the cinema is an added bonus,” she says.
Breaking down the barriers
Despite the fact that all four of my friends were in agreement that the overall Filmhouse experience was more enjoyable than a trip to a mainstream cinema, I wanted to know if that would be enough to keep them coming back. Rob was positive – and surprising. “I have really enjoyed tonight. The film was really good and I would definitely come here again, because you introduced us to it. If you hadn’t brought us here, I don’t think I would have come!” he said. My friends agreed with him. “I feel that both Filmhouse and the films they show need better promotion,” said Craig. “If they were to upload trailers onto their Facebook page, I think that would encourage more people to go.” Louise had a slightly different strategy for getting more people through the door, “Promotions! I would definitely come here much more if they had occasional financial incentives. Everyone loves a two for one,” she says.
Conclusion
My experiment concluded, I came away with some interesting insights. Over the course of a few hours, I was able to help a small group of people eliminate barriers to an experience that they could regularly be enjoying. In turn, they were able to help me continue to understand the power of social media. All four of them were very keen to see trailers and incentives being used regularly on Filmhouse Facebook page - this would push them towards seeing more European arthouse cinema, and of course, more regularly frequenting Filmhouse.
You can find the Filmhouse at:
Comment by Nicola Sinclair on January 26, 2011 at 9:02pm 
Comment by Chiara Pannozzo on January 26, 2011 at 9:26pm 
Comment by Jolle Desloover on January 27, 2011 at 3:09pm In my opinion, going to an arthouse is much more than watch films. i really see it as an experience. We often take groups for a visit through our cinema or we spontaneously start aftertalks in the bar. But because of the new mediatools, we take these debates to the internet. it's like the birth of a great community...
I guess this is only possible in arthouse, where you have this intimacy and personal contact with us (the 'professionals'). That's a big up for us, but as you mention, sometimes people don't know this in advance, they think we are intellectual, or even worse to alternative. And yeah, sometimes we are, but that's the whole part of having an experience, after (or before) there's a possibility to share the experiences with other minds and filmlovers!!
thank you for this article, I like it. It suits my experience in our arthouse!
Comment by Léa Germain on January 27, 2011 at 4:38pm I agree with Nicola and Jolle- I think a lot of people would never come to the idea of going to a arthouse because they have not been "introduced" there, and they are not familiar with the often more intimate space of arthouse cinemas. They may have preconceptions on arthouse- films, -theatres, and -cinema-goers.
This is something I had not really articulated before reading your article, Chiara, being myself also in the minority of inconditional arthouse cinema-goers. This reinforces to me the thought that new media tool shall help arthouse cinemas encourageing their ambassadors to spread the word (online and offline, of course) about the greatness of the experience they offer- with loyalty programmes, or discounts when you bring a friend, etc..
Comment by Rachael Castell on January 28, 2011 at 12:11pm I've been thinking about this too! I think this experiment could actually be a model for other cinemas to take up - perhaps offering a lucky prize draw winner 5 tickets to take their friends out for an evening of arthouse joy (and only those friends who have never visited the cinema before). It would be a small investment with a potentially wide-reaching effect: assuming each of the newcomers not only returns, but also becomes an ambassador both on and offline. Chiara - can you keep us posted on whether your friends return to the Filmhouse, if they are now recommending it to their friends etc.?
Any other cinemas out there thinking of following this concept?...
Comment by Jolle Desloover on January 28, 2011 at 12:27pm what I do at BUDA:
in stead of offering 5 duotickets in magasines, on sites, ..., i only give away one price: 10 tickets for the winner. He (or she) must use them at 1 and the same night. So he has to invite 9 friends, we offer drinks and a visit of the building (if they want).
It's a succes, as for the winner, as for us... the winner gets to organize an evening for his friends -> so his friends are very happy. We have an extra group in our cinema, with (almost) always some people who have never come here and they always have a great time (they are in group, stay and drink a lot), so they're coming back for sure...
Comment by Rachael Castell on January 28, 2011 at 12:40pm Comment by Jolle Desloover on January 28, 2011 at 12:51pm Positive!
they will never be the cinemaniacs, but they return. Even just for once to get a drink :-) And most important, if they see me (or the person who welcomed them), they recognize us and will often have a chat about their experience :)
grtzzz
Comment by Léa Germain on January 28, 2011 at 1:59pm Comment by Jolle Desloover on January 28, 2011 at 2:02pm © 2013 Created by Benjamin Krause.
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