After weeks of planning, talking and devising we are excited to launch Amplify, Film Hub Scotland’s programme of strategic support and activity. Working with eight venues from across Scotland, Amplify aims to create and support a confident, connected and skilled network of cinemas showing a rich programming mix and welcoming a diverse audience.
We hope to explore new methods of knowledge sharing and marketing, drawing upon the wider FAN network, distributors and festivals. The priorities for Amplify and Film Hub Scotland reflect those of BFI2022; increased access to independent British and world cinema for a wider, more diverse audience, a celebration of the UK’s screen heritage via archives and a focus on 15-30 year olds across all activity and programming.
The venues taking part in Amplify are:
We launched at the Theatre Royal in Glasgow with an audience development day led by Sarah Boiling, in which Amplify participants had the chance to introduce themselves and to discuss the virtues and challenges of their particular cinema. The day was also focused on presenting the new batch of BFI New Release titles - find out more on those here.
Sarah led a workshop on audience development and marketing, facilitating frank and honest discussion about attracting young people into cinemas, positioning the cinema as a diverse and accessible cultural space in rural areas, and the importance of identifying and segmenting audiences (and then programming accordingly!)
A panel of young programmers from the Glasgow Youth Film Festival then offered their invaluable insight of cinema-going and media consumption. Some of the issues raised included: having ownership of and input into programming and marketing at GYFF, films timed to start after they leave school or college to avoid late buses and trains, social media visibility, and the motivation to meet like-minded people at cinema clubs and groups. Linnea Pettersson, Young Audiences Coordinator at the Showroom Cinema in Sheffield, gave a hugely inspiring presentation on their Cine26 scheme – a loyalty card-based, flat-rate ticket scheme (£4.50 for cardholders) that has led to collaborations with local influencers and community groups, specially-programmed seasons and screenings, and some brilliant instagramming.
A marketing brainstorming session for the New Release titles led to some really creative and interesting marketing and event ideas for the upcoming slate. Amplify venues will be leading the way on the scheme in Scotland in collaboration with Film Hub Scotland.
We're delighted to be working with the Amplify cohort to bring a wider range of cinema to more people and look forward to building relationships and telling stories that will benefit our wider membership, Scottish audiences, and the FAN network. Watch this space!