Independent and mainstream cinemas are run very differently and show a wide range of films, therefore having to appeal to their vastly diverse audience in order to survive. The majority of people who go to the cinema, in general go to see mainstream films at cinemas such as Vue or Odeon. Mainstream films are mostly made in Hollywood and are commercial with a wide release for example Batman and Forrest Gump. They are produced by major distributors such as Paramount Pictures and Working Title who made Love Actually and are owned by Universal meaning that lots of money is spent on the making of the films and advertising in order the get the largest number of people go and watch, meaning the largest profit possibly. Some mainstream films are even recognised as being ‘Blockbusters’ or ‘High Concept’; meaning that they have universal appeal being aimed at the lowest common denominator and achieve huge financial profit. They heavily use genre to sell their films, for example ‘Romance’ in Love Actually and ‘war’ in Saving Private Ryan. In order to attract the largest possible audience, they use huge movie stars already selling the film to a certain audience, no matter what the film may be about. For instance, I love Tom Hanks and because of this enjoy pretty much every film he stars in and film companies know this is the case for many other people too and have used him in films such as Saving Private Ryan, Forrest Gump and The Davinci Code. This is also the case for directors. For example, Steven Spielberg is associated with always making amazing films, arguably making the first Blockbuster with his 1975 classic; Jaws. Because of mainstream films’ large audiences and appeal, it is cinemas such as Vue and Odeon who can afford to show these films. As they are hugely profit driven, they want to appeal to the majority of people and do not want to risk showing films that are not classed as ‘mainstream’ in case none of their customers pay to go and see it, meaning money is lost.
Vue began in 2003 as it paid £225million to take over and re-brand the Warner Village cinema network, immediately making it the second largest films exhibitor in England with 68 cinemas and 657 screens. In order to attract their audiences, they are always using new technologies such as converting to digital, boasting their four times Full HD screens, showing 3D films and most recently IMAX screens, giving the feel that you are really there with huge screens that carry onto the ceiling giving the audience a truly cinematic experience. The films shown in Vue are booked from the main office in London by the film buying team who watch all of the mainstream film releases choosing those which best fit Vue’s customers. They do many other programmes attracting a wider audience, for example in school holidays; they show Disney films that may have been out for a while so families can enjoy a day out together. They also choose ‘older’ films to show in the evening, such as those with perhaps an 18 certificate as over 18’s are more likely to go and see a film later on because maybe that’s the only time they can go and see it, or if they were going to see a horror film, they may like the atmosphere of later on in the evening. Vue are always trying to increase the pressure on rival cinema chain Odeon. When Tim Burton’s Alice in Wonderland was released, Odeon said that they were boycotting the film after the window from the theatrical and DVD release was shortened to 12 weeks. However, Vue continued to screen it meaning that they took both cinemas’ profit as the Odeon’s usual customers had to go to Vue if they wanted to watch the film.
Independent films however, do not have millions of pounds/dollars spent on making them, or huge advertising campaigns. They simply do not have the funding to do so, therefore heavily depend on a good storyline, genre and location to make the film a success. Mainstream cinemas do not show independent films such as Red Road and London to Brighton as they do not appeal to their usual mass audience as they go to the cinema to see films with huge actors and special effects. Instead, it is cinemas such as Cinema City who screen them. Because the audience for independent cinemas are much more select, they have to advertise differently to Vue and Odeon and heavily rely on funding. Cinema City decides on its own programming and shows Arthouse and specialist films. It combines Category 1 and 2 of independent cinemas being both profit driven and receives public subsidy and cultural policy however; it is part of the PictureHouse network and also receives funding from Europa to show a specific quota of European language films.
PictureHouse are the leading independent cinema operator in the UK and are a network rather than a chain. They have 18 cinemas in England and usually are situated in University towns with their programming tailored to local audience. They help negotiate terms with distributors to get a better deal for Cinema City. Cinema City also gets given money for showing European films from the company Europa who fund over 811 cinemas to show a number of European films. Although this may not be everyone’s cup of tea, this attracts a certain audience, for example Europeans who live in England, or students who wish to extend their learning.
