AS Film - Odeon Cinemas and vintage cinema adverts

Following on from today's session on the consumption of cinema, here is the short film about the rise of the Odeon chain.

Consider how the look of the Odeon architecture was used as a marketing tool for audiences to identify with 'glamour', 'escapism' and 'community spirit'.

Also think about how cinemas in the 1950s, 1960s and 1970s had to compete with TV as a new means of mass media entertainment - this is one of the reasons for a big drop in cinema attendance during these times. Consequently little money was spent in refurbishing the existing buildings.

Furthermore, note how cinema attendance increased during the 1990s with the arrival of the 'multiplex' (more about this in future lessons).

This compilation of adverts and marketing for the Odeon and ABC chains comes from the 1970s and 1980s. Replace the annoying cartoon man at the beginning noisily eating his popcorn, slurping his drink and talking loudly, with today's youth making a nuisance of themselves on their mobile phones while the film is playing, and the message is still the same. The glamourous connotations of drinking at the 'Hollywood Bar', with the promise of exciting cocktails and spirits, were definitely far removed from the reality in 1970s Britain, as I clearly remember! And yes, once upon a time, you could smoke to your heart's content while watching a film, provided you sat on the left hand side of the auditorium. This didn't prevent the smoke drifting across to the non-smoking side when the primitive 1970s/80s air conditioning was switched on, resulting normally in an air movement of left to right.

AS Film - Producers and Audiences: Local Cinema Research

As part of the Producers and Audiences unit for AS Film, it is advisable to be aware of the cinema provision in the local area. This is good background knowledge which may come in very useful for the exam on this topic. Remember, the more knowledge you acquire independently from the lectures, the wider your understanding and terms of reference will be. The exam board are keen for you to show how cinema affects you, the individual consumer, as well as the audience in more general terms.

To tie in with the session on the changing consumption of film (01/03/13), you will need to undertake the following tasks. My advice is to type up this information and keep it with your other revision notes, or may be you can start your own Film Studies blog, and retain the information there.

Task 1:
How many cinemas are located in your local area (roughly five to six miles)? If you have friends or relatives who live in other parts of the country, ask them for the same information. This might show some kind of comparison between regions.Or it may show that things are exactly the same, regardless of geography.
Name the individual cinemas and whether they are part of a chain (e.g. Odeon or Empire), or if they are an independent.

Task 2:
How many screens for each cinema?
What films are currently being shown?
Is there a dominance from one style or genre of film? If so, what might that be?
Is there a tendency towards mainstream Hollywood?
Is there any provision for showing British films or 'alternate' films?
Are there any particular days and times when 'special deals' occur e.g. 'Orange Wednesdays'?

Task 3.
What is the normal cost of ticket for each cinema - adult, child, special offers?
Is there a difference between cost of tickets at different cinemas?
Have you noticed any significant increase in ticket prices over the last couple of years, or has the price remained constant as far as you are aware?

How much does the cost of a ticket generally compare with the cost of food and beverage concessions, such as soft drinks, pick-and-mix, popcorn, hot dogs, nachos etc.?
Where do you think the cinemas make the most money - the ticket or the treats?

Task 4.
Where are the cinemas located and why these sites?
Are they in towns or out of towns?
What else might be nearby? Shops, bars, restaurants, other chains?