Here is a draft answer to question 1: The attractions of going to the cinema today still hold appeal when competing against other viewing options, but cinemas face challenges in fully competing. Watching a new release film on the big screen, with high quality sound, provides an immersive experience that cannot be replicated at home. However, the ability to watch films at home using streaming services, Blu-Ray, or downloads is convenient and cheaper. Cinemas aim to enhance the experience through premium formats like IMAX, 3D and 4DX to encourage viewers to choose the cinema experience over watching at home. Marketing events and exclusive previews also entice audiences. Overall, cinemas remain attractive for certain films and audiences, but competing

1. Exhibition
Hollywood vs. British
Company ethos
Independent vs. Mainstream

2. Exhibitor Backgrounds
Using your note-sheet, cite evidence from the internet
sources suggesting the company’s ethos on cinema-going and
exhibition.
You are welcome to use different websites but these ones are
recommended…
• Cineworld: www.cineworldplc.com/strategy
• Vue: www.myvue.com, www.skillset.org
• Picturehouse: www.picturehouses.co.uk

3. Local Area Exhibition
Collect cinema listings for Cineworld and Picturehouse: Research can be done on the
internet: Over one week, how many separate screenings of films are being exhibited in
Bury St Edmunds?
• How many films in total are being exhibited?
• Select a range of 3 different films for each cinema. How many times is each film
screened? How many films are being screened several times at the same cinema
What does this mean for audiences?
• Identify the total number of films in relation to the total number of screenings. Of
these, how many are being screened at more than one cinema at the same time?
• Identify the % of Hollywood films vs British films for each cinema that week
• What conclusions can you draw about how different audiences are catered for in
your local area?
Think about:
• Over dominance of Hollywood films particularly at Multiplex Cinemas – explain
problems of USA dominance of screens.
• Health of British film industry and opportunities for British film makers, actors,
directors, technicians.

4. The Digital Screen Network
• Funded by the National Lottery
• 240 screens in 210 cinemas
• Exhibitors committed to showing more specialised films
• £300m spent on distributing and marketing films in UK in 2005
• Only £18m (6%) spent on specialised films in 2005

5. UKFC definition of Specialised Film
• Foreign language with subtitles
• Documentaries
• Archive/classic films
• Genre - more difficult to categorise
• Hook or USP - less easy to summarise
• Cinematic style - more innovative
UKFC = UK Film Council

6. Benefits of digital technology
• Choice – more ‘product’ and the ability to match it to customer demand
• Quality – better sound and image, no deterioration of the print
• Alternative content – cinemas diversifying through live concerts, sport
• Spectacle – higher resolution, new 3D technologies (Avatar)

8. Spider Diagram
Create a spider diagram in pairs or small groups
listing technology that impacts, or is linked to, the
film industry.
Consider ‘new’ technologies, consoles, platforms,
access, etc. (think about what has been
introduced in the last 10 years).
Leave room by each branch/leg/point.

9. Technology

10. Pros & Cons
• Cheaper. • No longer a need for latest
• Convenient. releases at the cinema.
• •
Add to the list of pros and cons for each piece of new
technology.
Add them (where they are relevant) to your spider
diagram.

11. What is it?
Technological Convergence:
“the tendency for different technological
systems to evolve towards performing similar
tasks.”
Give an example.

12. New Technology
How is digital cinema production affecting the film industry?
• discuss the issues of technological convergence
• argue the importance for the institution(s) you have
studied (WT, Cinema City, Vue…)
• how it affects the products those institutions produce/
distribute/ exhibit and how audiences consume these
products
• evaluate the advantages and disadvantages of
technological convergence for both institution and
audience.
• comment on your own experience
GIVE THE MINI ESSAY A NEW TITLE. IT SHOULD DISCUSS MORE THAN DIGITAL CINEMA.
The best answers usually consider the internet and the affects of this or deal with
how the British film industry spans across a number of platforms.

13. New Technology Notes
HD
• Rock n Rolla shot entirely in HD
Digital
• Cameras more readily available and smaller reducing transport and general costs (as opposed to
celluloid film)
• Easy to use – rise in non-specialist users
• Digital distribution – Digital Screen Network
Marketing
• Viral marketing campaigns – Rock n Rolla
• Links to websites
3D
General Internet
• Speedier
Mobile telephones
• Accessibility
• Ease of use Wi-fi
• Cost effective
Broadband
On demand

14. Homework:
Select a question, write the answer
1. Are the attractions of going to a cinema today sufficiently strong
to compete against other ways in which we can now watch films?
2. How far does your experience of watching films depend upon the
technology used to view them?
3. In what ways do factors such as who we watch films with and
where we watch films influence our viewing experience and our
response to film material?
4. How has the experience of watching films changed in recent years
and how do you think it might develop in the future?