Country Focus: UK
Film Hub London reveals new strategies
by Naman Ramachandran
- Film Hub London, the city’s network of 220 cinemas, film clubs and exhibitors, managed by Film London, is investing £110,000 in diverse initiatives. Via a new “Exhibitor Activation Programme”, the Hub will invest in existing projects and innovative marketing initiatives, enabling them to engage new audiences and expand their reach across the city. The Hub’s “Community Screen Scheme” will hone last year’s most successful projects and support new activity in northeast London, an area where research shows that there is lower-than-average cinema attendance.
A pilot project will support the release of four specially selected British and specialist films, facilitating a closer connection between distributors and a broader range of exhibitors, while supporting non-mainstream releases to screen in more venues and reach more audiences. The Hub’s successful Boost Awards, which help exhibitors with screening fees, talent appearances and print transport, also make a return this year.
Adrian Wootton, chief executive of Film London and the British Film Commission, said, “Now that we’ve established the Hub, it’s time to build on its strong foundations and target our resources to ensure the most innovative, successful projects can grow and expand, while supporting the creation of exciting new activity. This reflects a strategy that is both ambitious and practical: capitalising on central London’s rich stream of programming, helping exhibitors in the outer reaches of the city grow, and all the time unifying our network of specialists, encouraging them to work towards the common goal of presenting an incredible film offer for the whole of London.”