Zlin, July 2004 Knell: Cinema Kids’ Paradiso

CINEMA KIDS’ PARADISOOr: Attracting Young Audiences to an Arthouse Cinema

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

The Script

• Introducing an new Arthouse Cinema in Multiplex Country

• Concept of Cinema Paradiso, Austria

• Young Audiences in Cinema Paradiso

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Cinema Paradiso1993 St. Poelten: 1st Open Air ”Film am Dom”Growth: several Open Airs with the most modern technic in Austria1996 ”Arthouse Shows” in Town Cinema1998 Town Cinema Closes2002 Town Cinema Re-Opens as Cinema Paradiso2003 10th Open Air (14.000 in 4 days)

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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)- > problem of taxation (10 % VAT, 1,2 % AKM, 10 % Entertainment Tax)

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Kino 1 Kino 2

Concerts DJs Specials Readings Premieres

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

Director’s 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)

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

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)

Zlin, July 2004 Knell: Cinema Kids’ Paradiso

...education young audiences now, means havinggrown up audiences later

Contact: Gerald.Knell@Cinema-Paradiso.at