Independent Cinema: shaping the future of the film industry
West London’s newly opened cinema ‘The Ealing Project’ is proving how cheaper ticket prices is the preferable business model when attracting an audience, and supporting the wider film industry.
General manager Andrew Carolus, 56, stated that one of the main motivations in opening the cinema was making it more accessible through affordability: “keeping the price under £10 is a really important thing to us.”
A motivation evident when looking at their prices: £9.95 during peak times, £7.95 during the week, and a special deal every Tuesday of £5.95.
A stark difference can be seen when comparing these prices to larger cinema chains such as Vue, who have recently implemented a new tier system in pricing their seats. These range from £9.99 to £14.99 depending on the seat’s favourability and remain the same daily.
Andrew’s motivations are not only admirable in giving more people the opportunity to go to the big screen, but are also highly intelligent from a business standpoint.
He stated: “I’d much rather have tickets for £5 and three people buy a drink, than have tickets for £15 and have one person buy a drink.” Detailing the fact that cinemas make the majority of their profits from food and drink, rather than the tickets themselves.
“If you charge a lower ticket price, you get more people in then they’re more likely to spend.”
September 23rd of this year was National Cinema Day. Cinemas all over the country, including The Ealing Project, lowered the price of the ticket to £3 and the increased uptake was evident to anyone who attended.
Regarding this day, Andrew said: “We were very busy all day, we sold a lot of popcorn… most of it was thrown on the floor by the seems of it.”
Clearly, the public still have an interest in going to see a film, if it were more affordable, as well as the obvious potential for higher profits when a bigger audience is reached.
Most people aren’t too quick to part with their money, especially in today’s climate. This makes them less likely to take risks in the films they choose to see. Opting for films they know can be rely on for enjoyment, over more obscure pictures.
This is why blockbusters, like Marvel and Star Wars, time and time again perform best at the box office.
The BFI’s (British Film Institute) weekend box office report for 18-20th November has Black Panther 2’s total gross at £22million in the two weeks it’s been out. Comparing that to The Banshees of Inisherin’s £2.5million in the five weeks it’s been out, proves this.
However, at The Ealing Project, this trend doesn’t seem to carry over. When prompted about what types of films preform the best, Andrew didn’t come to the obvious answer in the way I expected him too.
He stated: “Black Panther 2, that’s been very popular, but not as outrageous as some of us thought it might be.” Then unexpectedly highlighting “The Banshees of Inisherin has been really good all over.”
Does this then prove that a more affordable cinema experience will help smaller, more original films compete with blockbusters?
It seems so, as an affordable price will make people more inclined to not only see more films, but to also take risks in the ones that they choose. Leading to a larger market for obscure films, and allowing artistic voices to be heard over the booming sound of blockbusters.
“We do try and do a bit of everything for everyone.”