People throughout the UK love watching films. However, the choice of film available to audiences is narrower than it should be. This is especially true outside of central London where on average only 7% of screens are dedicated to specialised film.
Additionally, amid the growing complexity of the digital world, there is a danger that it will be increasingly difficult for audiences to pick out and find the film they seek. In this environment, the visibility and availability of British film in cinemas and online suffers and potential economic success is not maximised.
The Film Policy Review rightly asserted that respecting and understanding the audience is the key to making audiences grow. Our audience strategy recognises and addresses the increasing complexity of multiple platforms and seeks to ensure audiences are both empowered and find a greater choice of film whether online, in the home, in the cinema or on the move.
The Audience Fund will support a greater choice of films across the UK and is made up of four elements:
A UK Audience Network
Through both regional and national coordination, the UK Audience Network will aim to create a collaborative model of shared programming, marketing and audience development initiatives, to build audiences for a greater diversity of film across the whole of the UK.
This fund aims to enable the identification and development of 1,000 community venues across the UK, presenting a greater choice of film to local audiences. These venues will enable greater reach of independent and specialised film to audiences. Applications will open in 2013.
Programming Development Fund
The Programming Development Fund aims to support the UK Audience Network by enabling exhibitors to back more adventurous programming.
Film Festival Fund
The Film Festival Fund has two priorities. The first is funding for regional festivals. The second is to enhance film festivals in the UK that have an international reach and profile.