The motivation to attend a cinema, and the opportunities for doing so, varies considerably from group to group. Teenagers living in a rural community may want to see a film each week but might have to travel tens miles or more to get to the nearest cinema. Families may want to attend regularly but the total cost is sometimes felt to be too great. Older audiences may enjoy cinema-going but feel that the area around their local cinema is unsafe during the evening




Our main considerations for audience development can be summed up as follows:

New audiences : Bringing to the new films people who have not attended before.

Cultural diversity :Increased take-up from minority ethnic and social groups and expanding audience knowledge and taste through programming of a broader range of cultural forms and traditions.

Social inclusion: Increasing audiences from deprived areas and communities.

Rural inclusion: Increasing audiences from isolated rural areas.

Geographic reach: Achieve awareness of this type of cinema across a particular geographic area.


We will attempt to select films that explore the human condition and focus on the issues we are facing today. Independent films that deal with refugees and immigrants, women and their everyday struggles are our top priority to achieve:

Audience retention; keeping existing audiences.

Added value; enhancing the experience of audiences; providing audiences with opportunities to develop knowledge and better understanding of film.

Frequency; making existing audiences attend more often