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Screen Machine
Annual Performance
& Impact Report
2015/16
A report for Regional Screen Scotland
by Social Value Lab
Contents
page
Introduction 2
The Screen Machine Circuit 3
Admissions & Box Office Performance 6
Customer Behaviours & Preferences 9
Audience Satisfaction 12
Impact on Local Communities 14
Screen Machine: Performance and Impact 2015/16
2
Introduction
Screen Machine is a unique 80-seat, air-conditioned mobile cinema which brings the
latest films to audiences in some of the most remote and cinema-deprived
communities in Scotland.
Each year the Screen Machine circuit consists of more than 40 locations, creating a
shared screen experience that has become a special ‘event’ in the calendar of many
communities.
Screen Machine is owned and operated by Regional Screen Scotland. The cinema is
funded by Creative Scotland and Highlands & Islands Enterprise, and is sponsored
by the Royal Bank of Scotland, Highland Fuels and CalMac Ferries.
This report examines the performance and impact of Screen Machine during
2015/16. It is based on performance information routinely collected by Regional
Screen Scotland. It also draws on the findings of survey research conducted by
Social Value Lab in late 2015, which canvased the views of 1,046 Screen Machine
subscribers/audience members (34% of all). Taken together the research provides
the largest and most comprehensive assessment yet of the work of Screen Machine.
The pages that follow describe the reach, box office performance, customer
experience, and contribution of Screen Machine to communities.
Screen Machine: Performance and Impact 2015/16
3
THE SCREEN MACHINE CIRCUIT
42 communities visited on the
Screen Machine tour
20,253 miles travelled by road and
by ferry
577 screenings held
14 islands visited
The screen machine is fab. I love the
fact that it brings new movies to rural
areas and saves us travelling … My
children love the excitement and
anticipation of the screen machine
coming!
Screen Machine Audience Member
TOURING
Screen Machine strives to provide rural, remote and island communities the same
level of cinema experience as larger towns and cities. During 2015/16, Screen
Machine visited 42 communities in the Highlands and Western Islands. Tours lasting
approximately 10 weeks comprised 142 stops during the year. Each community was
visited between one and six times on the tour, with each stop lasting between one
and four days, and a choice of three films typically on offer.
LOCATIONS
During the year, the Screen Machine tour extended to 18,877 miles by road and
1,376 miles by ferry, and included visits to 14 islands. The addition of some of
Scotland’s most remote communities to the circuit a year earlier has meant that
Screen Machine reached further in 2015/16 than ever before.
SCREENINGS
During the year, Screen Machine held 577 screenings. This represents an average of
48 screenings per month, with only a few weeks of downtime for maintenance
during May/June and a break of two weeks over the Christmas holiday period. On
average, 37 seats were filled at each screening (47% of capacity), although this
varied from 19% to 76% of seats filled across communities.
Screen Machine: Performance and Impact 2015/16
4
Location Visits Screenings % Seats Filled
1 Achiltibuie 1 2 76%
2 Aviemore 1 3 19%
3 Bettyhill 4 16 37%
4 Brodick 4 40 68%
5 Castlebay 4 18 48%
6 Coll 1 2 20%
7 Colonsay 2 6 27%
8 Craignure 5 10 35%
9 Daliburgh 4 16 39%
10 Dornie 4 8 46%
11 Durness 4 8 33%
12 Eigg 1 2 41%
13 Fort Augustus 4 19 47%
14 Fort William 6 42 49%
15 Gairloch 4 18 53%
16 Gigha 3 6 30%
17 Golspie 2 8 23%
18 Kinlochbervie 4 8 32%
19 Kyleakin 4 17 43%
20 Lairg 4 10 49%
21 Liniclate 4 26 54%
22 Lochaline 4 10 38%
23 Lochcarron 4 17 29%
24 Lochgilphead 4 27 59%
25 Lochinver 4 17 41%
26 Lochmaddy 3 10 56%
27 Mallaig 4 18 53%
28 Millport 4 24 51%
29 Newtonmore 4 15 43%
30 Paisley 1 3 39%
31 Port Ellen 4 29 49%
32 Tighnabruaich 4 8 57%
33 Raasay 2 4 24%
34 Spean Bridge 1 4 34%
35 Strontian 4 10 43%
36 Tarbert, Loch Fyne 3 6 52%
37 Tarbert, Harris 4 17 48%
38 Tiree 2 9 22%
39 Tobermory 5 31 54%
40 Tomintoul 3 7 61%
41 Torridon 4 8 24%
42 Ullapool 4 18 54%
Screen Machine Locations (2015/16)
Source: Regional Screen Scotland data
Screen Machine: Performance and Impact 2015/16
5
Screen machine is such an unusual and
special venue - a luxury cinema on a
lorry! In a town where there is little
cultural entertainment, it brings the
community together and we love to
have a cinema in town for a few days!
Screen Machine Audience Member
Screen Machine: Performance and Impact 2015/16
6
ADMISSIONS & BOX OFFICE
PERFORMANCE
47 films screened
74% of tickets now booked online
21,460 Screen Machine admissions
£137,982 box office gross
47% of seats filled
In 45 years of marriage, I have seen
more films at the Screen machine in the
last 10 years on Mull than anywhere
else. It’s a big plus to island life!
Screen Machine Audience Member
CINEMA ADMISSIONS
During 2015/16, Screen Machine played to 21,460 people across 42 locations.
Screen Machine had a relatively slow start to the year due largely to scheduled
maintenance of the vehicle, although this situation was turned around later in the
year with a strong catalogue of films on show. The year 2015/16 ended with a
somewhat higher number of cinema admissions than the previous year (+3%).
Screen Machine Admissions (Quarterly) Compared to Previous Year
Admissions
2015/16
Compared to
2014/15
Quarter 1 3,843 -18%
Quarter 2 5,405 -3%
Quarter 3 4,722 +33%
Quarter 4 7,490 +8%
Total 21,460 +3%
Source: Regional Screen Scotland box office data
Performance in 2015/16 is set within the context of a fluctuating pattern of cinema
attendance for both Screen Machine and the UK cinema sector as a whole. Despite
this, Screen Machine has consistently achieved more than 20,000 admissions in
each of the last six consecutive years.
Screen Machine: Performance and Impact 2015/16
7
Annual Screen Machine Admissions (Six Years)
Source: Regional Screen Scotland box office data
BOX OFFICE
Over the course of the year, Screen Machine showed 47 films. Taken together these
reflected a more diverse film programme than previously. In addition to the latest
blockbuster releases, the programme included a small number of local independent
and foreign language films, as well as four National Theatre Live performances.
In a year full of choice, it was The Lady in the Van that took Screen Machine
audiences by storm, filling an average of 80% of seats across its 26 screenings.
The Most Popular Films of 2015/16 for Screen Machine
Film*
UK
Release
Distributor Screen-
ings
% of
seats
filled
1 The Lady in the Van 11/2015 Sony Pictures 26 80%
2 Spectre 10/2015 Sony Pictures 41 76%
3 The Revenant 1/2016 20th Century Fox 12 72%
4 The Theory of Everything 2/2015 Universal 5 59%
5 Minions 6/2015 Universal 49 58%
6 Sunset Song 12/2015 Metrodome 12 57%
7 Star Wars: The Force Awakens 12/2015 Walt Disney 37 55%
8 Suffragette 10/2015 Pathé 15 53%
9 The Danish Girl 1/2016 Universal 4 53%
10 The Second Best Exotic Marigold Hotel 2/2015 20th Century Fox 29 51%
Source: Regional Screen Scotland box office data
*excludes one-off or fundraising screenings
During 2015/16, Screen Machine introduced a new online box office system. This
saw a seamless channel shift, with the closure of telephone booking arrangements
and a growing proportion of Screen Machine tickets booked online (74%).
Overall, Screen Machine box office performance exceeded expectations with
takings of £137,982, a healthy 10% uplift on the previous year. This reflected an
average of 47% of tickets sold across performances and strong takings from a
number of stand-out films.
Over the course of its run, it was Spectre – the latest film in the Bond franchise –
which generated the highest level of admissions and earnings for Screen Machine.
While films such as The Lady in the Van and The Second Best Exotic Marigold Hotel
exceeded expectations, the much-anticipated Star Wars revival did not perform as
strongly as expected, potentially losing customers to multiplexes due to the lag
time between its UK release and subsequent showing on the Screen Machine tour.
24,401 24,353
29,333
23,737
20,756 21,460
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2010/11 2011/12 2012/13 2013/14 2014/15 2015/16
Screen Machine: Performance and Impact 2015/16
8
The Highest Grossing Films of 2015/16 for Screen Machine
Film
Distributor Screen-
ings
Admissions Box
Office
Gross
1 Spectre Sony Pictures 41 2,486 £16,593
2 Minions Universal 49 2,267 £13,929
3 Star Wars: The Force Awakens Walt Disney 37 1,616 £10,664
4 The Lady in the Van Sony Pictures 26 1,657 £10,404
5 The Second Best Exotic Marigold Hotel 20th Century Fox 29 1,172 £7,291
The Screen Machine has its own magic,
no matter what the film is. That it
appears in our village, just for us, is
much appreciated. And, it is like Tardis!
Screen Machine Audience Member
Screen Machine: Performance and Impact 2015/16
9
CUSTOMER BEHAVIOURS &
PREFERENCES
85% prefer to watch films as part of an
audience
85% attend Screen Machine for pure
entertainment/escapism
79% experience barriers to attending other
cinemas
It's great watching a film with other
people. You really get engrossed in the
story line, and feel the emotions of the
film. I love the big screen and the
surround sound that you don't get at
home. It's a great experience for
everyone, young or old!
Screen Machine Audience Member
VIEWING PREFERENCES
During the year, continuing improvement in broadband coverage and the growing
popularity of digital media has meant that rural communities now have greater
access to films than ever before. The research conducted in late 2015 tells us that
two-thirds of Screen Machine subscribers watched films on DVD and Blu Ray during
the previous 12 months and 43% have streamed films online.
However, importantly for the future prospects for Screen Machine, the evidence also
reveals that the vast majority of subscribers prefer to watch films as part of an
audience than at home (85% vs 15%).
REASONS FOR ATTENDING SCREENINGS
There is a variety of well-known motivations for cinema attendance, which vary
between different forms of cinema and audience categories.
The latest survey evidence shows that rural communities take the opportunity to
visit Screen Machine mainly for pure entertainment or escapism (reported by
86% of respondents). Other important attractions for Screen Machine audiences are
to: spend quality time with family and friends; check out the latest release; and
enjoy a thought-provoking or moving experience.
Screen Machine: Performance and Impact 2015/16
10
Most Important Reasons for Attending Screening at Screen Machine
Source: Social Value Lab Survey, December 2015, Based on 1,038 responses
CUSTOMERS AND THEIR ATTENDANCE
The survey evidence gathered during late 2015 provides the most comprehensive
understanding yet of Screen Machine audience behaviours. The research shows:
Screen Machine has a loyal following – 74% report having attended for four
or more years and 39% have visited no other cinemas in the last year.
People make the most of the infrequent Screen Machine visits to
communities – 63% have attended three or more times in the last 12 months.
A visit to Screen Machine is an occasion to be shared with friends and
family – only 14% of typically attend on their own.
REMOVING THE BARRIERS TO CINEMA
Screen Machine attempts to reach out to some of the most remote communities in
Scotland, breaking down the barriers to participating in a shared screen experience.
The survey evidence reveals the challenges in accessing cinema
provision elsewhere. Seventy nine per cent of Screen Machine subscribers
reported barriers to attending another cinema venue. The most frequently
cited barriers revealed were ‘accessibility by transport’ (58% of
respondents) and the linked issue of ‘cost’ (40% of respondents).
Screen Machine makes cinema considerably more accessible. Seventy seven
per cent of audience members report travelling no more than 10 miles to
attend Screen Machine and most a considerably shorter distance.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
To check out the latest release
To spend quality time with family or friends
To treat or reward myself
For pure entertainment/escapism
To satisfy curiosity about unfamiliar films
For something to talk about
For a thought-provoking or moving experience
% of Respondents
Screen Machine: Performance and Impact 2015/16
11
Miles Travelled to Attend Screenings at Screen Machine
Source: Social Value Lab Survey, December 2015, Based on 1,038 responses
The evidence indicates that audiences continue to rely on Screen
Machine for access to cinema. Thirty nine per cent of respondents have not
visited other cinemas in the last 12 months. Exploring the scenario that
Screen Machine no longer operated, respondents have told us:
The accessibility of cinema would decrease (78% of respondents)
The cost of attending cinema would increase (87%)
Cinema attendance would decrease (92%)
The quality of the cinema experience would decrease (78%)
The associated sense of community would decrease (74%)
Living in a remote area and a parent of
young children, I would be unable to
view films in a cinema environment if it
were not for the travelling screen
machine, nor would my children. This
is a wonderful asset to rural areas.
Screen Machine Audience Member
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1-3 miles 4-10 miles 11-20 miles 20+ miles
Screen Machine: Performance and Impact 2015/16
12
Audience Satisfaction
98% of audience members are satisfied
with the overall Screen Machine
experience.
Screen Machine has a magical quality
that no other cinema experience can
compete with. It has all the stuff one
has come to expect at a cinema, great
seating, sound quality etc. but it has
something more. There is also the
sense of being part of something
adventurous and cool.
Screen Machine Audience Member
Our survey research conducted in late 2015 suggests that audiences are
highly satisfied with what Screen Machine has to offer. Ninety eight per
cent of subscribers have reported being either ‘somewhat’ or ‘very’
satisfied with the overall experience. Particularly high levels of satisfaction
have been expressed in regards to atmosphere, sense of community,
quality (service, surroundings, screen and sound), and accessibility.
Ten Components of Satisfaction
Very Satisfied Somewhat
satisfied
Neither
satisfied nor
dissatisfied
Somewhat
dissatisfied
Very dissatisfied
1. ACCESSIBILITY (travel) 2. ATMOSPHERE in the venue
3. CHOICE of film 4. COMMUNITY (sense of)
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Screen Machine: Performance and Impact 2015/16
13
5. COST of attending 6. PROXIMITY to amenities
7. SCREEN & SOUND quality 8. SERVICE quality
9. SURROUNDINGS (quality and comfort) 10. TIME of screening
Source: Social Value Lab Survey, December 2015, Based on 922 responses
The evidence also indicates that Screen Machine compares favourably with the
alternatives. Of those able to compare, 77% of respondents stated that Screen
Machine is either ‘somewhat better’ or ‘much better’ than other cinemas they have
attended, and a further 20% stated ‘about the same’.
The screen machine provides a
comfortable cinema experience, that is
conveniently accessible, reasonably
priced and without the
commercialisation of large multiplex
cinemas.
Screen Machine Audience Member
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Screen Machine: Performance and Impact 2015/16
14
Impact on Communities
85% have a strong emotional response to
attending films at Screen Machine
92% describe Screen Machine as a way of
bringing the community together
76% regard Screen Machine as extremely
important to their local area
Screen Machine is unique to our area, it
feels like a community experience...
people talk about the next screening,
discuss the films on offer, and then all
get together on the night to watch the
film.
Screen Machine Audience Member
A BENEFICIAL EFFECT ON INDIVIDUALS
By virtue of bringing cinema to hard-to-reach audiences, the evidence suggests that
Screen Machine provided an engaging and beneficial experience during 2015/16.
Attending a showing at Screen Machine has been shown to generate a strong
positive reaction among audience members. Eighty five per cent of respondents
report having had a strong emotional response to attending films ‘sometimes’ or
‘often’ during the last 12 months.
Audiences have reported a range of beneficial effects that go beyond
entertainment and escapism. The most widely reported benefits include ‘a
more positive mood or outlook’, and ‘a sense of connection to others in the
audience’. Other reported effects provide evidence of the educational and
thought-provoking nature of much of the content, its ability to encourage
self-confidence, resilience and inspire, and to engender feelings of local
pride and connection.
Sharing the experience makes it more
of an 'occasion', and seems to intensify
the emotions – the excitement,
humour, suspense etc.
Screen Machine Audience Member
Screen Machine: Performance and Impact 2015/16
15
Reported Benefits of Attending a Screening at Screen Machine
Source: Social Value Lab Survey, December 2015, Based on 901 responses, Percentages relate to respondents reporting
listed benefits ‘sometimes’ or ‘always’ as a result of attending a screening at Screen Machine.
FOSTERING A SENSE OF PLACE AND COMMUNITY
The shared screen experience that Screen Machine enables appears to contribute to
audiences’ collective sense of identity, place and community.
The survey results for 2015/16 are very encouraging in this respect,
highlighting the important role that Screen Machine plays in fostering this
sense of community. Audiences now describe Screen Machine as: 1
A trusted place to go (95%)
A way of bringing the community together (92%)
Important for young people growing up here (91%)
Commanding a strong sense of affection locally (87%)
A source of pride for the community (82%)
Central to the identity of the area (65%)
The Screen Machine has an atmosphere
which is very much its own. You usually
know half the audience so it's a good
social occasion and makes you feel part
of a community.
Screen Machine Audience Member
1
Based on the percentage of respondents stating that they ‘agree’ or ‘strongly agree’ with the statement
19%
36%
39%
44%
48%
55%
56%
58%
62%
65%
81%
81%
0% 20% 40% 60% 80% 100%
Offered a role model to follow
More self-confident about yourself
Inspired to take some action or make a change
Feeling less alone or isolated
Better able to cope with everyday stresses
Stronger relationships with others
Encouraged to find out more about a subject raised
Proud of who you are and where you come from
Exposed to a new issue, idea or point of view
New insights into other cultures or types of people
A sense of connection to others in the audience
A more positive mood or outlook
% Respondents
Screen Machine: Performance and Impact 2015/16
16
IMPACTING ON THE LOCAL COMMUNITY AND ECONOMY
Screen Machine has been an integral part of the cultural landscape in many rural
communities for more than 18 years.
Now in 2016, audiences still attach great value and importance to Screen Machine.
The latest survey results show 76% describe Screen Machine as ‘extremely
important’ to the local area and further 21% describe it as ‘important’.
Screen Machine is widely perceived as having an important economic and cultural
impact. This impact has been identified as most pronounced in relation to its role
as a source of night-time entertainment but also as a focal point in the community.
Perhaps less so as a way of attracting visitors and boosting spending locally,
although the research does also show that 62% of subscribers typically spend
between £12 and £30 on each trip to Screen Machine (including purchasing
transport, food and drinks from elsewhere).
Perceived Impact on the Local Area
No Impact Low Impact Moderate
Impact
High Impact Very High Impact
1. A SOURCE OF NIGHT-TIME
ENTERTAINMENT
2. A WAY OF ATTRACTING
VISITORS
3. A FOCAL POINT FOR THE
COMMUNITY
4. A MEANS OF BOOSTING SPENDING
LOCALLY
Source: Social Value Lab Survey, December 2015, Based on 910 responses.
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
Screen Machine: Performance and Impact 2015/16
17
On a local scale it is a much valued
asset to the community and important
part of the cultural landscape of the
area. On a wider scale, visitors
absolutely love it, and always ask if it
will be there when they are.
Screen Machine Audience Member
Screen Machine: Performance and Impact 2015/16
18
About Social Value Lab
Social Value Lab is an agency that specialises in social research, innovation and the
measurement of economic, social and cultural value. It aims to produce evidence and ideas
that make things work better … communities, organisations and services. With particular
expertise in the creative sector, it fields a large team of social researchers, service designers,
business consultants and evaluators. Find out more at www.SocialValueLab.org.uk.