CINEMA%20KIDS

1
CINEMA KIDS PARADISO Or Attracting Young
Audiences to an Arthouse Cinema
2

• The Script
• Introducing an new Arthouse Cinema in Multiplex
  Country
• Concept of Cinema Paradiso, Austria
• Young Audiences in Cinema Paradiso

3

• Multiscreen/plex Countryside Cinemas
• Towns of about 5.000 inhabitants got
  Multiscreens (6 screens)
• Bigger Towns (50.000) Multiplex
• i.e. St. Poelten 8 screen in 1997, Hollywood
  Megaplexx (Hueber Group, 2nd after Cineplexx, Top
  5 have 40 )
• 3 town cinemas in St. Pölten closed (last in
  1998)
• Reasons technically old-fashioned, less
  comfort, same films, or lost first-run status

4
Cinema Paradiso 1993 St. Poelten 1st Open Air
Film am Dom Growth several Open Airs with the
most modern technic in Austria 1996 Arthouse
Shows in Town Cinema 1998 Town Cinema
Closes 2002 Town Cinema Re-Opens as Cinema
Paradiso 2003 10th Open Air (14.000 in 4 days)
5
(No Transcript)
6

• Concept
• Art House / Independent Mainstream (1st only
  in region)
• Small Scale (100.000 in 12 months), 2 screens
  3rd (Open Air), 120 / 60 seats ( 80 for
  specials)
• Crosscultural Event Oriented
• Miniplex Total Cultural Center
• Stylish, original Architecture Design
• High-quality Technical Standards
• High Profile Marketing (very focused)
• PR-driven (cheaper!)
• Mixed financed (Public / Corporate Sponsors /
  Private)
• - gt problem of taxation (10 VAT, 1,2 AKM, 10
  Entertainment Tax)

7

8
(No Transcript)
9
(No Transcript)
10

• Marketing
• PR Special Events
• Cooporations
• Monthly High-Value Programm Brochure Posters
• Direct Mailing (Special Newsletter for Teachers)
• Posters Flyers for Specials (special for
  Schools)
• Website Central, but Print still important
• www.cinema-paradiso.at
• Online Booking Buying, Forum, Gallery etc.
• Club, Community Building
• Crossmarketing

11
Kino 2
Kino 1
Concerts DJs Specials
Readings Premieres
12

• Cinema School
• PUPILS (6 yrs. and older)....
• Give pupils better understanding of European
  films and teachers material for teaching about
  it.
• Collaborators Institut für Kino- und
  Filmkultur, Germany
• All year round European Films are available for
  schools with special conditions and some
  additional offers. Teachers get a Filmheft
  (provided in cooperation with Institut für Kino-
  und Filmkultur, Germany sample attached) for
  further work on these films in school.
• Group discussions talks with the pupils are
  organised in many cases - including teachers, but
  also experts from the topical field e.g.
  European history film experts, directors
  Marketing monthly brochure, newsletters, special
  publication

13

• School Specials
• Womens Pictures (5th-7th July 2003 around Int.
  Womens Day) engaging children and youngsters
  with gender politics in films and have them
  discuss with female directors about their films
  topics (e.g. Sabine Derflinger, Käthe Kratz)
• Cinema and Manipulation Collaboration with
  Filmmuseum Wien, historical Propaganda films
  talk by popular historian and journalist Peter
  Huemer
• Political Awareness Days Topic 2003 Holocaust,
  2004 Migration, in cooperation with Ministry of
  Education, Institut für die Geschichte der Juden,
  Flüchtlingshilfe Caritas
• Film as Art Experimental filmmaker Martin
  Arnold showing parts of installation in
  Kunsthalle Wien and older film work

14

• Directors Class
• since January 2004, once every month
• PUPILS (14 yrs. and older)
• Objectives Give pupils the possiblity to talk
  to filmmakers, understand their work and write
  about it.
• Collaborators Österreichisches Kulturservice,
  Der Standard
• School-Workshop with Austrian directors. First
  film(s) is/are shown to the pupils, then
  directors discuss with pupils certain aspects of
  their work. Pupils then have the opportunity to
  write about the film, the director and the topics
  a newspaper article or film review which is
  published by Schüler Standard a special page of
  the national newspaper Der Standard
• Pupils got better understanding in film making,
  also of certain difficult films (i.e.
  Struggle by Ruth Mader)

15

• Cinema Kids
• all year round, on weekends afternoon
• younger kids (5-10 yrs.) parents
• Objectives Offer European films for very young
  Audiences
• Collaborators Institut für Kino- und
  Filmkultur, Germany Planned collaboration with
  child care instituions
• A focus on European Classics and contemporary
  films for young audiences is provided. A reduced
  price is offered (5 eur). For groups a cinema
  tour is organised (projection room, film material
  etc.). When buying ticktes parents and educators
  are offered a Filmheft (provided in coporation
  with Institut für Kino- und Filmkultur, Germany
  for further work on these films with the kids.
• Birthday in Cinema with tour an party

16

• Young Video
• ONCE EVERY MONTH
• STUDENTS AND PUPILS (14 yrs. and older)
• Motivate young Audiences to make their own
  films, by providing an ½ hour slot for young
  videos. Chosen films (by Cinema Paradiso and a
  jury) are shown on big screen. Youngsters get
  Videos feature film for special price.
• Collaborators Fachhochschule St. Pölten, BORG
  St. Pölten
• Marketing programmefolder, internet special
  newsletter for pupils students. young
  filmmakers present their work themselves
• Different kinds of presentations (e.g.
  TV-feature)

17
...education young audiences now, means
havinggrown up audiences later
Contact Gerald.Knell_at_Cinema-Paradiso.at