Enterprising Community LibrariesTuesday 5 March 2013

Christoph Warrack – CEO, Open Cinema

What is Open Cinema?

• Open Cinema enables vulnerable communities to have their own cinemas• It is a social enterprise, sustainably building life and media skills• Clients and partners include:

We provide...

Film Clubs (29 in UK and Ireland since 2005)

Co-Curated Film Seasons

Special Guests (117 since 2009)

Filmmaking (24 participatory films since 2009)

Public Galas

Clip from film broadcast on Channel 4 (2010 and 2011)

Evidence of the impact of Open Cinema

Formal evaluations done at 7 centres with 58 participants over 2010-2012 period.

A full report is available at www.opencinema.net/impact.

Participants report that Open Cinema:

• ENGAGES: Adds value to their centre (100%) and would recommend the film club to someone else (88%)

• INSPIRES: Inspired them to try new things (75%)• DEVELOPS: Made them feel more able to socialise and express

themselves (range from 50-100%, depending on centre)• PROGRESSES: Accessed other services at their centre as a result of the

film club (90%).

Open Cinema in Libraries: First steps

• PILOT: An ACE-funded pilot with Fresh Horizons is still running. From 13/13 to 8/13 in borough libraries lending league table

• ACE LIBRARIES FUND: £6m to support partnerships between libraries and cultural organisations

• COMMUNITY HUB: Engage community sub-groups, and bring them together

• RENTAL VALUE: Market the facility to third parties• FILM CLUB REVENUES: Ticketed licenses and Umbrella Licenses (and

suggested donations). Open Cinema License from 2014…• AUDIENCE GENERATION: NB which times and days work best for the

sub-groups being engaged. Family sessions have proved most popular. Sub-groups require a passionate advocate.

Open Cinema in Libraries: Marketing

• PARTNERS: Build relationships with local businesses, schools and colleges, and media organisations. Offer links and media for their websites.

• SOCIAL MEDIA: Launch and sustain Twitter, Facebook, Youtube / Vimeo, Google+, Pinterest feeds (and delegate contributions)

• “OLD MEDIA”: Invite the local and regional media to ‘adopt’ the cause• PUBLIC MARKETING: List the cinema in all local papers and websites.

Simple ‘search engine optimization’ (www.wemakewebsites.com). Include your social media links in all communications. Present live!

• VOLUNTEERS: Delegate roles to those volunteering for them, and give them good titles (projectionist, critic, usher, cinema technician)

• REVIEWS: Encourage audience members to write film reviews, and publish the best online.

Open Cinema in Libraries: Participation and Growth

• TAKE IT SERIOUSLY! Introduce programmes as though this is the BFI• MEDIA MATERIALS: Take photos, record Q&As on audio and video,

keep and publish all posters, press clippings, etc• QUIZ: run a film quiz• POSTERS: Make one-off posters for special guest visits• FEEDBACK FORMS: Encourage feedback – as a tool for participation –

but don’t scare people away. And respond to what you hear!• LINK ATTENDANCE TO LIBRARY MEMBERSHIP: This can help you track

borrowing levels• LINK PROGRAMMING TO COLLECTIONS, AND TO OTHER ACTIVITIES IN

THE LIBRARY• BE PATIENT: Building an audience takes time (at least 6 months).

Management Team

• Christoph Warrack, chief executive: 11 years in film industry, 15 years support work in voluntary sector / Future 100 Award 2009 / UnLtd Ventures / Director, Choices Consortium / former chair, Churches Together in Westminster

• Laura Hopper, director of marketing and partnerships: MBA Columbia Business School / founder and former president, Warsaw Coffee Company

• Jesse Vile, director of operations: producer, Raindance Film Festival / head of production, Future Shorts / award-winning documentary filmmaker

• + Network Manager, Guests and Industry Manager, 31 film club Coordinators, and 35 professional filmmakers.

Contact Us info@opencinema.net www.opencinema.net 020 7247 5069

@weareopencinemafacebook.com/weareopencinemaYoutube.com/opencinemafilms

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