08 
Oct

The rise of Thinema, the saviour of cinema

thinema

Last week, when finalising the October programme for Light House in Wolverhampton (The Black Country’s only indie cinema), CEO Kelly Jeffs reminded me that we needed a new word for our ‘Alternative Content’. For those outside the cinema industry, this refers to the increasingly popular use of ‘live via satellite’ or recorded and shown ‘as live’ content, from National Theatre to Shakespeare, plus Opera, ballet and special concert screenings.

We’d been labelling it ‘Theatre’ in our programme, but having also booked an actual live theatre one-woman show this month, we needed to start differentiating between ‘live theatre’ and live via satellite/recorded theatre. Hence the term Thinema, which I think rather neat and tidy…. Let me know if you come up with anything better!

As Cohesion is also involved in planning award ceremonies, I’m keen to develop Light House’s audience award show, which we held for the first time at the start of 2014. Voted by our customers, we awarded Richard II, staring David Tennant, best live theatre of 2013 however I am now talking to award producers about Thinema having its own national awards ceremony by 2015, so watch this space…

This relatively new activity is so central to saving indie cinemas, each fighting with early release DVDs and the cheap access to new films on the internet and TV. With Thinema, venues like Light House, with a bar and a decent, welcoming front of house team, can become a West End theatre for the night, making previously inaccessible content available for around £12.

Feedback from our audiences is that it has actually boosted their actual theatre going, for example visitors for last week’s Billy Elliot were keen to go and see the real thing, and I know several people who have ‘got into’ Shakespeare from the safety of their cinema, and are now going to Stratford or local productions for more. What’s your experiences of Thinema and do you want to see more? Get in touch and let us know…

Feedback from our audiences is that it has actually boosted their actual theatre going, for example visitors for last week’s Billy Elliot were keen to go and see the real thing, and I know several people who have ‘got into’ Shakespeare from the safety of their cinema, and are now going to Stratford or local productions for more. What’s your experiences of Thinema and do you want to see more? Get in touch and let us know…

Julie Homfray

Cohesion Ltd

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Published Date: 8th October 2014
Category: Uncategorized
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