Beyond the Blockbuster: The Rise of Alternative Cinema Programming
This October, Taylor Swift graces the big screen, rescuing the fall box office season after a loss of major titles like Dune: Part Two, the second installment in a series whose first film earned $402 million. The anticipation is off the charts. Swifties everywhere are expressing their enthusiasm by sharing their favorite T-swift songs on social media and purchasing their tickets ahead of time.
Joe Garel, VP of Film at Cinépolis Luxury Cinemas, said the company had sold 17,000 tickets for Taylor Swift: The Eras Tour in just one week, indicating that ticket sales would quickly inch their way to the 100,000 mark. But this phenomenon isn’t limited to Taylor Swift, Garel told us. Content featuring other artists like Machine Gun Kelly, BTS, and Billie Eilish sell out auditoriums because of their dedicated audiences. There’s a ripe opportunity for cinemas to tap into the fanbase of musical sensations, thus boosting foot traffic to their own theater.
Alternative programming isn’t just about concerts. It’s about embracing the breadth of diverse artistic and cultural entertainment experiences, from breathtaking ballets and classical operas to the adrenaline-pumping excitement of sports and e-sports tournaments. Even engaging debates that spark intellectual discourse appeal to audiences and community building — just what the cinema space is all about.
Alternative programming has proven to be more than valuable. It’s a game-changer for cinemas in every market, especially when it comes to attracting customers Monday through Wednesday, not to mention those unpredictable times like the pandemic or months-long strikes in Hollywood. When Garel first started, Cinépolis had virtually no alternative programming. He told us that the luxury cinema’s altnerative programming has seen an astounding 800% increase in gross revenue since it kicked off the initiative. It’s about making sure your screen is buzzing with fresh, exclusive content that leaves patrons wanting more.
So, what types of alternative programming have turned an average cinematic experience into an entertainment trendsetter? Electrifying live concerts, of course, but that’s just the beginning. Classic film series have always been a tried-and-true blueprint, especially for older patrons who crave timeless content. Cinépolis’s Holiday Series featuring hits like Elf and Polar Express, has dominated its box office for the past three years with tickets selling as early as six months in advance. Traci Hanlon, VP of Marketing at Cinergy Entertainment, touted the success of the chain’s spine-tingling Slasher Series, which delivers thrill-seekers the creeps and chills they’re looking for — a perfect lineup for a month like October. But unlocking the true value of alternative programming is all about igniting demand and thinking outside the traditional studio box.
Unlike new releases which help cinemas market themselves with their built-in expectation, alternative programming demands intentionality and creativity. More than anything, you have to know your audience. The majority of Cinergy’s success with its Slasher Series and Inspirational films, like Sound of Freedom which took over the box office this summer, is that it has the market for it. Tailoring experiences to your audiences is paramount whether it’s bringing the excitement of college football to the big screen or curating classics at discounted rates to draw in more customers. The secret sauce is experimentation. Maybe you start with a free offering to attract customers and then rely on word-of-mouth to spread the buzz and, ultimately, analyze how that content performs.
But heed Garel’s advice: it’s not enough to throw Bollywood content up on your screens just because you have the audience for it. You need to generate awareness well in advance to fill out auditoriums, ideally over the course of a few months. That means heavy trailer rotation and immediate ticket sales. The third, and arguably most important ingredient, is where the real magic happens: eventizing. It’s all about crafting fun and unexpected offerings that tie in with your cinema’s programming to create interactive experiences. Hanlon provided a few examples of just how Cinergy creates events around their programming to take their experiences to the next level. For the upcoming Eras Tour, they organized a limited-time menu and cocktails centered around Swift’s favorite number, 13. When it comes to enhancing the moviegoing experience, it’s all in the details.
With the release of the 2022 thriller, The Menu, Cinépolis developed a five-course meal. Each time leading character, Julian Slowik (played by Ralph Fiennes) clapped on screen, servers rushed in to deliver the next course to audience members. Yes, people come to the cinema to catch a movie on the big screen, but they’re also looking for immersion. Immersion doesn’t have to just take place during the film. It continues afterward too. Cinergy sells Slasher Series swag to its thrill-seekers looking to commemorate their late-night experience. They’ve also used successful programming as an opportunity to give back to the community. After the recent hit of Sound of Freedom, Cinergy gave back $30,000 to the anti-trafficking organization, Jaco Booyens Ministries. From special ladies’ nights to unforgettable cinematic events, the possibilities are endless when it comes to making alternative programming truly valuable.
While alternative programming can lead to resounding success, it’s crucial to understand when and why it might not work. It’s pretty obvious that a lack of awareness and audience connection will hinder success, but so can placement. Whereas concerts like The Eras Tour might thrive in auditoriums, other content that seems like it should might not.
Cinergy knew UFC fights were popular among a substantial segment of its audiences. The entertainment chain initially tried screening the fights in their auditoriums, but had to shift its approach when it saw that attendance was struggling to grow. It turns out that Cinergy’s lively bar outshined the auditorium where fans preferred the freedom to stand, talk, and enjoy drinks while soaking in the action. Likewise, breakfast events that shine during holidays may not draw the same enthusiasm on any given Saturday. And let’s not forget sensory experiences. While sensory experiences may be a hit for kids or family content, it might resonate less with older audiences. It’s all about understanding your customers’ preferences and taking a strategic approach to crafting experiences that truly charm them.
In the world of entertainment, the magic lies in what sets cinemas apart from the convenience of home streaming or fleeting moments on TikTok. Yes, people come to the cinema to catch a film on the big screen but, as Garel so aptly put it, “people want to be a part of it.” That’s the essence of cinema, bringing audiences together to create memories and providing them a journey that transcends the ordinary. Cinema is about more than watching a story. It’s about living it together.
