CINEMA KIDS’ PARADISO Or: Attracting Young Audiences to an Arthouse Cinema

1. CINEMA KIDS’ PARADISO • Or: Attracting Young Audiences to an Arthouse Cinema Knell: Cinema Kids’ Paradiso

2. The Script • Introducing an new Arthouse Cinema in Multiplex Country • Concept of Cinema Paradiso, Austria • Young Audiences in Cinema Paradiso Knell: Cinema Kids’ Paradiso

3. 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 Knell: Cinema Kids’ Paradiso

4. Cinema Paradiso • 1993 St. Poelten: 1st Open Air ”Film am Dom” • Growth: several Open Airs with the most modern technic in Austria • 1996 ”Arthouse Shows” in Town Cinema • 1998 Town Cinema Closes • 2002 Town Cinema Re-Opens as Cinema Paradiso • 2003 10th Open Air (14.000 in 4 days) Knell: Cinema Kids’ Paradiso

5. Knell: Cinema Kids’ Paradiso

6. 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) Knell: Cinema Kids’ Paradiso

7. Knell: Cinema Kids’ Paradiso

8. Knell: Cinema Kids’ Paradiso

9. Knell: Cinema Kids’ Paradiso

10. 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 Knell: Cinema Kids’ Paradiso

11. Kino 2 Kino 1 Concerts DJs Specials Readings Premieres Knell: Cinema Kids’ Paradiso

12. 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 Knell: Cinema Kids’ Paradiso

13. 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 Knell: Cinema Kids’ Paradiso

14. 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) Knell: Cinema Kids’ Paradiso

15. 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 Knell: Cinema Kids’ Paradiso

16. 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) Knell: Cinema Kids’ Paradiso

17. ...education young audiences now, means havinggrown up audiences later Contact: Gerald.Knell@Cinema-Paradiso.at Knell: Cinema Kids’ Paradiso