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CASE STUDIES
Burlesque Undressed is an event film with an exciting mix of live performance and behind the scenes explanation of burlesque presented by the Queen of European burlesque - Immodesty Blaize. Customer appetite for this event film has been reinforced with special screenings where Immodesty introduces the film or cinema competitions for the best dressed customer - as these photos from the Cameo, Edinburgh confirm.
Main Audience Appeal: A core audience of burlesque fans are targeted through The Ministry of Burlesque, its official UK body. Local communities have their own clubs and increasingly students are tapping into the glamorous 1940s pin-up style, with a high percentage of women attending all screenings. The gay community is also visible in all areas of burlesque and many Gay Pride festivals worldwide have indicated interest in screening this event film. Cinema Owner Feedback: Tony Jones, Programming Director at Cambridge Picturehouse and Director of the Cambridge Film Trust commented, 'An excellent evening! Everyone seemed to enjoy the book signing, the bar and the opportunity to meet Immodesty Blaize. We even had four girls in burlesque costume to help with merchandising sales in the foyer and to get into the spirit and fun of the event. Well worth doing.' The Burlesque Undressed UK Tour starring Immodesty Blaize played to packed houses with occupany levels exceeding 80% at each location. CARMEN – LIVE FROM TEATRO ALLA SCALA This new Carmen production from La Scala opened the 2009/10 season at the opera house in December 2009. Memorably conducted by Daniel Barenboim, it started at 18.00 local time and showed the distinguished La Scala audience arriving for a dazzling society event. In the UK the opera was broadcast live into partner cinemas including Curzon, ODEON and key independents such as Fellinis. In Ireland Movies@cinemas and the Irish Film Institute (IFI) screened the live broadcast.
Main Audience Appeal: Opera and ballet attracts a mature customer base 44-64 years, with the popular classics like Carmen opening the door to a wider audience keen to experience world class opera at a fraction of the live stage event price. Recent NESTA research has shown that audiences who would not consider attending a live event in a theatre will watch it at the cinema, supported by the growing popularity of live broadcasts like Carmen. Cinema Press 'It was well worth a dash down a rain-deluged Shaftesbury Avenue to catch this live digital broadcast from Milan at the Odeon, Covent Garden. For a start it meant saving a plane fare and a ticket at 250 euros or (much) more, and it also meant eavesdropping in vivid close-up on what may have been a nugget of history in the making at the grand old opera house.' Adam Sweeting, theartsdesk.com The Carmen production attracted average admissions per screen in excess of 185 and an occupancy rate of more than 85% in the majority of venues played.
CHESS IN CONCERT - 25TH ANNIVERSARY CELEBRATION FROM THE ROYAL ALBERT HALL The legendary musical, Chess in Concert, with songs written by ABBA stars Benny Andersson and Bjorn Ulvaeus, and story and lyrics by Sir Tim Rice, was given a 25th anniversary revival on the stage at the Royal Albert Hall in 2008. Starring Josh Groban, this muscial event telling the story of champion chess players and a dramatic love triangle was screened in 28 cinemas across the UK and Ireland in September 2009.
Main Audience Appeal: Lovers of Chess in Concert, ABBA, Tim Rice, Josh Groban and musicals. The premiere screening at the Odeon Covent Garden on Monday 7th September, 2009 was attended by cast, crew and celebrity guests, including Sir Tim Rice, David Badella, Anneka Rice and Patricia Hodge. Cinema Customer Feedback: 'My friends and I enjoyed seeing Chess in Concert on the big screen. It was wonderful and the Odeon Covent Garden is a beautiful comfortable cinema! I am so pleased that we were able to see it once. The DVD, although very good, does not have the same impact.' - Cynthia Ho The Chess in Concert Music DVD entered the UK Sales charts at Number 3 the week after cinema launch. TRIBUTE TO PAVAROTTI CONCERT - THEATRICAL RELEASE IN RUSSIA In May 2009 the Tribute to Pavarotti Concert was shown in 29 digital screens and 23 cities across the country, from the far eastern Blagoveshensk, Vladivostock, and Yakutskt, through to Siberia, Omsk, Novosibirsk and Ufa to the European part and the cities of St. Petersburg and Moscow amongst many others.
Main audience appeal: It is no secret that Russian people like classical music and Pavarotti in particular. A must for all admirers of the Maestro. Audience age range of 45-64 years old. Cinema Owner Feedback: 'A lot of musicians, singers, celebrities and lovers of classical music attended the screening. And they loved it! People were not only excited by that amazing concert, but by the possibility of organising such events in digital cinemas. It was a unique opportunity for spectators to admire the world famous premieres of opera, ballet and concerts of leading theatres in high definition and surround sound, whilst staying in their native towns.' Nevefilm
The concert attracted over 3100 admissions from just 29 screenings. A special digitally enhanced version of the iconic Thriller 14 minute short film directed by John Landis was produced as part of a UK launch campaign for Michael Jackson’s Thriller 25 album. Screened exclusively at selected ODEON cinemas late at night on the 8th and 9th of February 2008, it had a direct impact on the success of the album release.
Main Audience Appeal: A must for any Jackson, music or film fan, or in fact anyone who just loves Thriller
Cinema Owner Feedback: 'The reaction was great. Cheers and applause could be heard after the screening so the guests had a fantastic time, plus a quad poster was stolen by eager fans!' ODEON Cinemas
Exclusive UK Digital Cinema screenings help Thriller 25 debut at Number Three in the UK album charts in February 2008. A double-headed music programme specially created for theatrical release to celebrate the 50th anniversary of the original US soul record label - Stax Records. Featuring an amazing line-up of soul giants including Otis Redding, Isaac Hayes, Booker T, the MG's and Sam & Dave, it included documentary and never-seen-before archive concert footage.
Main Audience Appeal: ABC1Men 35+ and soul music lovers everywhere. Screened in the UK and Europe during August and September 2007, the launch premieres with Q&A in London and Manchester included a personal appearance by Sam Moore, the surviving half of the legendary Sam & Dave. Cinema Owner Feedback: 'Running alternative content programmes can be a time-intensive process. More2Screen has been a highly effective partner in helping us achieve the best quality event experience for our guests.' ODEON Cinemas
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