Open Air Business February 2017

EVENTS
Open Air
Cinema
Open Air Business investigates the outdoor
cinema scene and asks what a venue owner
needs to run an event themselves
AS WE LOOK forward to longer days
and warmer evenings, why not take
advantage of the growing demand
for alfresco film screenings?
Increasingly, they are attracting
a crowd looking for a different
experience that includes the
opportunity to take in atmospheric
surroundings as well as a movie.
It’s not all about California
sunsets and convertible Cadillacs
- Britain has so much more to offer
the outdoor movie-goer than that.
For many, escaping to the cinema
is the ideal treat for a cold and
rainy afternoon or evening. Despite
the unpredictable British weather,
enjoying a movie outdoors is an
increasingly popular pastime in the
UK. With a wide variety of beautiful
as well as historic settings already
hosting events, there is certainly
an air of romanticism about the
concept.
The growing popularity of the
alfresco film experience may be
due to advances in screening
technology, or simply the desire
for an alternative to the standard
multiplex cinema. Of course,
advances in digital technology
have made it possible to provide
the highest quality images and
surround sound to suit settings
that would previously have been
considered unsuitable. There
are also a growing number of
companies that can provide hire
of the equipment required as the
demand increases for the ‘pop up’
cinema experience.
Warwick Royden, owner of
Skylight Cinema, a company
specialising in the hire of mobile
outdoor cinema equipment,
agrees: “There has never been a
better time to organise an outdoor
cinema screening. With increasing
awareness and demand on the
up, events can be very profitable,
whether it is a commercial affair,
or one raising money for charity, a
community group, or a school PTA.”
There are more screenings taking
place in unusual temporary venues
all the time, from palaces and
manor houses to themed locations.
So, what makes a suitable venue
for an open-air cinema screening?
As Roydon explains: “The list is
endless. However, the main factors
are whether there is enough space
SKYLIGHT CINEMA
“PERSONALLY,
I THINK THAT
THE VENUE
CAN SELL
ITSELF. FOR
EXAMPLE, A
CLIFF TOP
LOCATION IN
CORNWALL
ALWAYS
SELLS WELL
BECAUSE OF
THE VIEW
AND THE
ATMOSPHERE
IT CREATES”
for your audience and whether
the site is sheltered from the wind.
Personally, I think that the venue
can sell itself. For example, a cliff
top location in Cornwall always
sells well because of the view and
the atmosphere it creates.”
Karen Pitman, director, Future
Projections and Cineanywhere.
com, agrees: “Anywhere with a flat
area for the screen and enough
room for the projector image to hit
the screen, although we did have a
client hire our set up for a hen night
in the woods and it looked great.”
While Future Projections provides
design, procurement, project
management and installation
services to the cinema and
theatre industry, sister company
Cineanywhere.com manufactures,
supplies and rents custom and
standard portable cinema packages
for use indoors and out.
If you’re looking for inspiration,
there are plenty of high profile
mobile cinema venues that have
become a resounding success and
a regular fixture. These include
Film4 Somerset House screenings,
SKYLIGHT CINEMA
SKYLIGHT CINEMA