In an era where cinema is available from the comfort of our homes at the click of a button, streaming has completely changed how we watch films.
Independent venues are left competing for audiences with chain cinemas, so how do they keep customers coming in?
The Station Cinema is ranked as one of the top 50 cinemas across the UK and Ireland, according to experts at TimeOut. Based inside a former Victorian railway building in North Yorkshire, their three-screen independent cinema now transports audiences to the worlds of different film releases – and offers a personalised experience.
According to their general manager, Dan Westgarth, “nothing beats the cinema experience if it’s done right. And we do it right.
“You have to adapt to an ever-changing market, and you can’t just throw films on a flyer or a website and expect people to come. You have to give people reasons to come.”
Rather than following trends of what is playing nationwide in the likes of Vue, Odeon and Cineworld, they offer something for everyone: from the latest Hollywood blockbusters, to locally made documentaries.
From the growing popularity of retro films, they have been able to attract teens and young adults to their viewings. They’ve even built a relationship with this new-found younger audience through their TikTok account. Set up by staff, they use the platform to discover what customers want to see.
This experimental approach extends to their events. In some viewings, you might find the lights up. This is known as “Knitflix,” and is where people come to do knitting or craft projects with friends whilst enjoying a good movie.
When screening live events, audience members can enjoy an ice cream during the interval, just like at the theatre. They are renowned for hosting ‘Pyjama Party’ viewings of Polar Express. For big releases, they have balloon arches, things on the screen, and parties for families to enjoy – complete with characters from the film in attendance. They even offer dog- friendly showings, which have been extremely popular, with their upcoming Christmas howing having sold 24 tickets by the end of July.
The focus on their audiences is what Dan says makes them “a key part of the community.”
They are operated by the Richmondshire Building Preservation Trust, and the non-profit element does appeal to many of their customers. They feed back to the community, literally, during screenings they run in support of local foodbank StoreHouse. People are able to swap 4 cans of food in exchange for a free ticket to see the film.
“We get things right a lot and I think you’ve just got to be bold, risky and go for it.”