The UK Audience Development Scheme, a £3m initiative to encourage cinema audiences to sample non-mainstream films has been launched by the UK Film Council. In 2004, there were over 170 million visits to the cinema in the UK; however, the expansion of multiplex cinemas has led to a narrowing of the range of films on offer to cinema-goers, leaving the market dominated by Hollywood blockbusters.
The Film Council is looking for a partner to work with them on the initiative, liaising with distribution companies and cinema chains to make the public more aware of foreign language and small budget arthouse films and encourage cinema-goers to take a more adventurous approach to the films they go to see. The scheme will work in tandem with a £12m Film Council scheme designed to increase the range of films exhibited, by establishing a national network of 200 digital screens (AP issue 93, 14 March). The first screenings from the Digital Screen Network are due to start later this year.
Published: 20-06-2005