Mini Dream Team

The Drive for Differentation

Perhaps the principal response from high streets to changing markets has been to emphasise their distinctiveness. In the more successful examples, coordinated work has taken place to demonstrate that the high street has something different to offer and is a place to visit for leisure, culture and specialist shopping rather than for routine purchases. (BIS, 2011)

“We’ve entered a period of time when style on all levels is obsessed with heritage, realness and strength. For men, facial hair seems to represent all these things” (Pryce, J. D., 2012)

I have to price the cinema to be sustainable (it is openly commercial and receives no grants/income) but also to be affordable.  Value for money and the extra little touches or details are important.  It is not just going to the cinema.  I have teamed up with a local not for profit community arts project and a local storyteller and they provide an activity session before the film at our Kids Film Lounge. We have a range of organic refreshments at affordable prices (cheaper than the multiplexes and far superior products). (Bertram, N., stowfilmlounge@gmail.com, 2012)

It is not easy though.  I have to have four licenses per film per screening.  It is fair to say that there isn't a huge profit in this and that is why, in my opinion, the cinema industry is polarised into the big multiplexes who can absorb running at a loss sometimes and at the other end Filmclubs that are not for profit but only really focused on niche/art-house films.  Add in Love Film and Netflixs and you can see to be a small independent cinema business is not easy.  However, with the correct programming, good high spec technical set up, quality environment it is possible to survive and thrive. People are seeking these experiences out rather than going to the local multiplex. (Bertram, N., stowfilmlounge@gmail.com, 2012)  

Experience

Society’s attention span has been reduced and shopping has to compete in a visually oriented world. It has to be exciting to respond to that competition. (Coleman, P., 2006)
 
Over the past decade consumers have become more mobile and their attitudes and preferences have changed – they now seek more ‘experience’ and a greater choice. (BIS, 2011)

Each place needs to be collectively animated (not just planned or managed) in a way that is flexible, responsive to change, open to new ideas that enliven space, and able to seize opportunities. Our centres can become lively, creative, exciting and useful places that reflect the diversity of our communities – but not through retail alone. (Dobson, J., 2011)

Between us, we have many examples and ideas of how this could be and is being done. By bringing these ideas together we can create the ingredients that will allow local people to rethink their shopping areas as multifunctional, people-friendly places. (Dobson, J., 2011)

Wanting to go into town is different from wanting or needing to shop. It is about an experience. It is about sociability and relaxation, creativity and being part of something you cannot get at home or at work. This does not have to be expensive – much of this activity can be cheap and self-organised (Gehl, J., 2006)

I do think there should be a more diverse range of lifestyle things on the high street.  Cinema in particular is all about a shared experience, a community coming together to be entertained.  At our screenings friends/neighbours with kids intermingle and interact and at our first evening screening a couple met who found out they were neighbours!  The sense of ownership that people develop is quite interesting. It is as if the cinema is personally linked to them.  I think it transcends entertainment per se and becomes a really important tool for connection and social cohesion. (Bertram, N., stowfilmlounge@gmail.com, 2012)

“The idea of a successful public space is where the public feel like they’re welcome”, he said. - Roger Madelin, CEO of Argent: Building a new European hub in London. (WGSN, 2012)

 Pop-up Culture

I do think that councils have a big part to play in encouraging pop up culture amongst businesses. It is not easy and in the same way that empty properties are being highlighted for the homeless why not put the spotlight on empty shops for businesses. (Bertram, N., stowfilmlounge@gmail.com, 2012)

(more to come!)