Electric Motors, Regeneration and Relevance

We’re almost reaching the end of our journey here.

Each and every restoration project that we take on is more than just an opportunity to bring life back to a previously unloved building.

We live in a society where ‘new’ things are often prized over older ones. Nowhere is this shift in perception more noticeable than in the mercurial commercial centres of our towns and cities.

In the last decade, there has been an increased focus on rapidly modernising shopping districts, leading to the abandonment of the faded shopping malls of the mid-90s and the adoption of more Utopian commercial centres, that favour wide spaces and natural light over traditional polished floors and confined spaces.

These new shopping areas are often a boon to the city, however their construction will always prove to be a detriment to someone.

The victims of these developments will often be the independent business owners and, unfortunately, the run-down cinemas. Suddenly forced onto the periphery of the public’s interest, these businesses have the choice of either slowly fading into obscurity or completely restructuring their brand.

We’ve found with our current project that sometimes it’s best to take an establishment in a completely new direction, for the good of the business as well as the people that will have the opportunity to visit it.

Our team have finished sourcing the necessary parts and pieces to bring this traditional cinema back to life once more.

The site now functions as it should do. A number of electric motors have been fitted to shift the plush new curtains that were fitted last week and the final parts have been found to bring the Philips DP70 Projector back into working order, but our work’s far from done yet! Now that the place is functional, it’s up to our Programs and Acquisition team to make the business relevant and unique enough to attract cinema goers back inside.

The entertainment industry is a crowded market place. When cinemas first started to populate our landscape in the late 20s and mid-30s, there was not much to compete with them. Of course, there was radio, football and, for most men, with feet propped and pipe puffing, the ever present newspaper – but nothing could really compare with the sheer novelty of cinema in those times.

Things are a little different in today’s day and age. Who could have predicted that the television screens, that wormed their way into the homes of Great Britain in the 50s, would find a way of miniaturising and resting in our pockets, an ever present form of distraction?

With the theatre slowly reaching a point where our construction crews can take a step back, the task at hand is to once more make this cinema a relevant and attractive option to the paying public. We need to seek out past patrons of the cinema as well as reach out to new ones.

In real terms, this means identifying our target demographics and finding an effective method of reaching out to these people and letting them know that there is a new alternative for their movie trips – one that will take them away from their digital worlds and sharp shopping districts and back into an analogue realm of rich technicolor that they might have forgotten existed.

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