Film Industry - Exhibition

In the Summer of 2007 cinema attendances rose to the highest point in 40 years. Blockbusters and good films brought people back to the cinema. Exhibitors need to move to the digital projection system. They also need good films that capture people's imaginations. In the 21st century they face piracy which is a main problem. Since 1984 multiplex cinemas and good films have driven the rise in cinema audiences. This is because before cinemas were run down with only a single screen. This lead to obstructed views, people being cramped and it being generally unhygienic.

Cinema Location
Older multiplexes were out of town because it wasn't economically viable to put them in the city centre. This meant that they had good parking. Nowadays, this has reversed and the majority of cinemas are in the city centre.
Curzon cinemas are 'niche' exhibitors because they have identified specific audiences and interspersed specialised films (e.g. independent, art house etc). They compete against the major cinemas by finding the 'niche' audience.

Audience
Baby boomers (the older generation from WW2) are an increasing part of the changing audience of cinema goers. 'Film bookers' decide on what films goes where by thinking about the films commercially not by personal preference. Each cinema takes on it's own merit; out of town cinemas are seen to be visited by mostly a younger audience and the in town cinemas used more by a discerning user. Films are booked 3/4 weeks in advance and the decisions are reviewed after the opening weekend of the Monday.
Two years ago Vue did a detailed analysis on customers at various sites called 'mosaic profiling'. This allowed them to identify who their customers are in each area. For example, at one of their London branches they found that they had a large Turkish population so they showed a popular Turkish film which increased their audience members.
It has been found that people usually decide which cinema to go to based on many reasons:

• Is it easy to get to? (Access/parking)
• Are the viewing times suitable?
• Is it an old cinema? (Obstructed views)
• Do you have to que for a ticket?
• What is the brand?

The brand of the cinema is actually placed at 7 or 8 in the top 10 list of why people choose to go to a cinema. It has even been found in a poll that 75% of people didn't know the name of the cinema when they left.
Curzon cinemas attempt to differentiate between themselves and their majors by challenging an intelligent film (showing a special screening).
With the arrival of digital projection, sporting events, live concerts and events can be shown in cinemas. 3D is likely to change things because it becomes more of an event/experience. The cinema is almost accessorising it by making it more interesting - and they can charge more.
Digital screen network will help niche exhibitors like Curzon reach a wider audience than their typical 25-45 age range by using tools like the digital screen network. Cinemas are attempting to differentiate themselves from home entertainment by becoming a more event based experience with better quality films. It has been said that people will always want to watch films because people enjoy sharing the experience in an auditorium full of people. Cinemas are an important part of the community.