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Capital’s young audiences get a boost with £50,000 investment from Film London

Date posted: 17.09.2014

Young people of London, Cinemania is coming for you! This October the ambitious audience development project is going to do everything in its power to increase the engagement of young audiences with cultural cinema,  thanks to a major investment by Film Hub London. 
A consortium of organisations led by Picturehouses has been awarded £50,000 to deliver diverse programming and engagement activity at 12 cinemas in 11 London Boroughs.

The participating cinemas are:

ArtHouse Crouch End
Cineworld Feltham
Clapham Picturehouse
Greenwich Picturehouse
Hackney Picturehouse
Lexi Cinema
Phoenix Cinema
Stratford Picturehouse
The Gate Cinema
Rio Cinema

Peerless programming

Working with people aged 12 to 24, each cinema will define their own specific age brackets and recruit a team of young ambassadors who will act as an advisory group on how best to programme for, promote to, and provide a welcome for their peers.
The project will target marginalised groups who rarely engage with their local cinema, and aims to develop a lasting appetite for a wide range of film amongst young people. 

The future of audiences

The scheme was developed as a positive response to the challenges exhibitors face in engaging young people with the capital’s diverse offering of cinema – a key issue highlighted by consultation with the exhibition sector during Film London’s development of Film Hub London.
Cinemania capitalises on the collective expertise of the project partners to deliver a substantial and unprecedented eight-10 month initiative, offering a total of 140 screenings. 
Its aim? To develop sustainable core young audiences who are engaged, inquisitive and enlightened by a diverse range of film.

About Film Hub London

Committed to expanding the film culture offer across the whole of London and growing film audiences, Film Hub London is part of the UK-wide BFI Film Audience Network. 
Do you show films in London? Would you like to find out more about funding, training and networking opportunities? Join Film Hub London

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