1. 1 Film exhibition Film Studies Unit 2 Producers and Audiences.

2. 2 Introduction The exhibitor = The cinema Cinema exhibition is the final part in the delivery/production process of a film. Showing the film in a cinema is as much a financial process as the rest of the production and in most cases, the main purpose is to get as many “bums on seats” as possible. Box office figures in most European countries fell during the 1980’s, and Hollywood was unhappy with their profit margins being reduced. European, and especially British audiences, were visiting the cinema in old and sometimes run-down buildings, owned independently, who had maybe 2 or 3 screens at most. The big Hollywood studios realised that there were too few screens to cater for the market they were aiming at (very large) so invested in the creation of a new kind of cinema; one which would change cinema-going for European mankind… the Multiplex! As a result, currently there are two main kinds of cinema: The Independent and the Multiplex

3. 3 Topics of Discussion How exhibition patterns affect film production. The role of the multiplex The role of the independent The role of the exhibitor How much choice do we have as consumers? New methods of exhibition.

4. 4 The multiplex. “The multiplex cinema is a new building situated on the edge of a large conurbation or city and houses between 8 to 10 screens.” US distributors in the UK decided that the these should be located close to large shopping centers, restaurants and other “leisure” activities such as bowling, arcades or even ice-skating. This would attract as large an audience as possible. With large, spacious car-parks, and easy access, the concept of going to the cinema transformed into a combination of the film, the shop and the meal: a “family-centered” activity. As Multiplexes tend to be well-funded, they can offer the newest sound and projection technology; ideally suited to blockbusters.

5. 5 The multiplex. As there are so many screens, all with different seating numbers, the exhibitor is able, in theory, to cater to a variety of different audiences. The larger screens can accommodate the latest “Blockbusters” alongside more obscure art-house or independent films in the smaller screens. They can also cater for the ethnic diversity of the local communities by offering relevant foreign language films. Hollywood films are often screened in areas with large Indian communities. Ultimately, however, the exhibitor’s motive is profit, and he/she will only screen alternatives to Hollywood film if there is money to be made. For many, the Multiplex has become the only cinema experience, as it offers the most comfort, the best quality, a large amount of catering (popcorn etc…), the biggest films and the benefit being able to shop and eat at the same time. But do they offer the most choice?

6. 6 Facts and figures Mainstream films are booked 3 to 6 months in advance Typically, in the US exhibitors take 50% of box office receipts, sometimes 80% on big opening weekends. The less popular the film the more exhibitors want in term of percentages The five largest exhibitors own 71% of UK screens.They include: Terra Firma (Odeon and UCI), Cine-UK (includes UGC) and Vue. 73% of UK screens are in multiplexes Only 6% of screen were dedicated to “specialised” programming (non- mainstream) with only 0.5% dedicated to Asian films in 2004-5. Total exhibitor revenue in 2004-5 was 932 million pounds, more than 70% of this went to multiplexes. Under 5% of screens are in rural or suburban areas.

7. 7 The Independent/ArtHouse There are 2 kinds of independent cinema in the UK: 1. Those that are privately owned and profit-driven: Art-house cinemas 2. Those that are non-profit-making and receive public subsidy in recognition for a cultural policy. Both types will show films you cannot find at the multiplex: non-Hollywood American movies, foreign and art-house movies. However, type 1 will show the most popular of this genre (The Notting Hill Coronet) whereas type 2 will show widest possible range of new world cinema as well as older films and organise festivals. The second type will often organise special events around certain films the enhance the enjoyment for audiences. The British Film Institute is an example of this type.

8. 8 The Independent/ArtHouse The experience of going to an independent cinema is different to that of a multiplex because: 1. They generally show different films 2. Films are selected and programmed in a different way 3. The cinema has a different ambience 4. Audiences have different expectations Whether or not they are in it for the money, independent cinemas are the only way that audiences can view different kinds of films. They are few and far between and often struggle to resist the onslaught of the multiplexes and consequently Hollywood. Without them, independent films would not get made and the national cinemas of other countries would never be exhibited. As institutions, they strive to present film and film going as more than just a product, but something that has cultural value.

9. 9 Key differences The film programme: Multiplexes usually only show the latest Hollywood blockbusters and retain screen-time for as long as they remain popular and profit making. Independent cinema’s programmes span cinema’s history and forms, often including experimental work, animation, documentary as well as feature film from around the world. They will also show older film and reruns of more recent classics. However, they often feature for very short periods, 2 weeks at the most. Material is presented differently also. A new French film might be presented within or alongside a season of French classics for example, thus encouraging audiences to consider the context of the films. Multiplexes encourage audiences to shop, eat, watch and play. The atmosphere: In place of the hot dog and popcorn stands you find at the Multiplex, independent cinemas will often have a café/bar and sometimes a bookshop. Some have exhibited art, or may be part of a larger cultural center that also includes theatre and art galleries (The Bardbican/ The ICA). Multiplexes often use their foyers as opportunities to market other blockbusters through both print and visual advertising.

10. 10 Key differences Sources of Funding : even if they are profit-making, independent cinemas rely on audiences need for alternative programming to make money. Government subsidies will only go so far. Multiplexes rely on the successful marketing of the films they show, as well as the appeal of the other facilities available. They also use promotional tie-ins with distributors (King-Kong coke cups for example). A cultural policy. Audience expectations. Audience expectations differ between these types of cinemas. With customers paying for different kinds of experiences.

11. 11 Summary. The Multiplex experience is different to that of the Independent, both offering different pleasures to their audiences. Both are valid and enjoyable, but when more than 70% of screens are owned by Multiplexes, it is debatable as to how much choice audiences have. Most independent cinemas are found in cities which means those living in in suburban or rural areas can only watch blockbusters. On the other hand, Multiplexes would argue that they would show more “specialised’ films if there was a demand. As these types of films often have very limited marketing budgets, this demand is hard to generate. Do customers really have a choice in an exhibition environment geared towards Holywood and the mainstream? Multiplexes are often seen to be failing ethnic minorities within their comminunities. As opposed to localised programmes, they offer globalised leaving local audiences with no choice but to watch American films. Do Multiplexes contribute to the idea of film as a product?