Event cinema sometimes called alternative content cinema or livecasts refers to the use of

movie theater A movie theater (American English), cinema (British English), or cinema hall ( Indian English), also known as a movie house, picture house, the movies, the pictures, picture theater, the silver screen, the big screen, or simply theater is a ...

s to display a varied range of live and recorded entertainment excluding traditional films, such as

sport Sport pertains to any form of Competition, competitive physical activity or game that aims to use, maintain, or improve physical ability and Skill, skills while providing enjoyment to participants and, in some cases, entertainment to specta ...

opera Opera is a form of theatre in which music is a fundamental component and dramatic roles are taken by singers. Such a "work" (the literal translation of the Italian word "opera") is typically a collaboration between a composer and a librett ...

musicals Musical theatre is a form of theatrical performance that combines songs, spoken dialogue, acting and dance. The story and emotional content of a musical – humor, pathos, love, anger – are communicated through words, music, movement ...

ballet Ballet () is a type of performance dance that originated during the Italian Renaissance in the fifteenth century and later developed into a concert dance form in France and Russia. It has since become a widespread and highly technical form of ...

music Music is generally defined as the art of arranging sound to create some combination of form, harmony, melody, rhythm or otherwise expressive content. Exact definitions of music vary considerably around the world, though it is an aspect ...

, one-off TV specials, current affairs,

comedy Comedy is a genre of fiction that consists of discourses or works intended to be humorous or amusing by inducing laughter, especially in theatre, film, stand-up comedy, television, radio, books, or any other entertainment medium. The term o ...

and religious services.

History and development

Event Cinema was set up at the start of the century with rock concerts by Bon Jovi (2001), David Bowie (2003), and Robbie Williams (2005) bringing non-film audiences into cinemas that had newly installed digital equipment. The

Metropolitan Opera The Metropolitan Opera (commonly known as the Met) is an American opera company based in New York City, resident at the Metropolitan Opera House at Lincoln Center, currently situated on the Upper West Side of Manhattan. The company is operat ...

New York New York most commonly refers to: * New York City, the most populous city in the United States, located in the state of New York * New York (state), a state in the northeastern United States New York may also refer to: Film and television * '' ...

through their partnership with

Fathom Events Fathom Events is an entertainment content provider that broadcasts entertainment events in movie theaters throughout the United States including Metropolitan Opera Live in HD, the performing arts, major sporting events, and music concerts. The ...

is acknowledged as the trailblazer in this area, aggressively seeking out new markets and setting high standards for live broadcasts via satellite. Emulated by other

opera house An opera house is a theatre building used for performances of opera. It usually includes a stage, an orchestra pit, audience seating, and backstage facilities for costumes and building sets. While some venues are constructed specifically for o ...

s worldwide such as the

Royal Opera House The Royal Opera House (ROH) is an opera house and major performing arts venue in Covent Garden, central London. The large building is often referred to as simply Covent Garden, after a previous use of the site. It is the home of The Royal Op ...

following a close second,

Glyndebourne Glyndebourne () is an English country house, the site of an opera house that, since 1934, has been the venue for the annual Glyndebourne Festival Opera. The house, located near Lewes in East Sussex, England, is thought to be about six hundr ...

La Scala La Scala (, , ; abbreviation in Italian of the official name ) is a famous opera house in Milan, Italy. The theatre was inaugurated on 3 August 1778 and was originally known as the ' (New Royal-Ducal Theatre alla Scala). The premiere performan ...

and the

Sydney Opera House The Sydney Opera House is a multi-venue performing arts centre in Sydney. Located on the foreshore of Sydney Harbour, it is widely regarded as one of the world's most famous and distinctive buildings and a masterpiece of 20th-century architec ...

the genre of opera within the 'Event Cinema' industry has been a huge success, and has brought new, younger audiences into cash-strapped opera houses depended on state funding and wealthy benefactors for the first time - an unforeseen and happy consequence of digitisation. Ballet and theater have also been very successful, as have rock concerts, both live and recorded. The UK's National Theatre has been a huge success here with their season of live broadcasts under the banner 'NT Live', featuring big name casts such as

Helen Mirren Dame Helen Mirren (born Helen Lydia Mironoff; born 26 July 1945) is an English actor. The recipient of numerous accolades, she is the only performer to have achieved the Triple Crown of Acting in both the United States and the United Kingdom. ...

, whose recent turn as

Queen Elizabeth II Elizabeth II (Elizabeth Alexandra Mary; 21 April 1926 – 8 September 2022) was Queen of the United Kingdom and other Commonwealth realms from 6 February 1952 until Death and state funeral of Elizabeth II, her death in 2022. She was queen ...

in The Audience was a sell out everywhere. (This was in partnership with another West End theatre and the NT are keen to help other theatres maximise their potential through live broadcasts). The Globe and the Royal Shakespeare Company are also producing work for live broadcast and recorded exhibition. As digitisation of cinemas matures, the Event Cinema industry is growing. The strongest territory is the US, followed by the UK and mainland European territories. Latin America is also a very strong market. Recent additions include Pompeii Live, a unique exhibition by the UK's British Museum, featuring celebrities and curators taking the audience on a live tour around the recreated set of Pompeii within the museum itself, and they are also exploring the schools market for the first time, following the live broadcast on June 18 with a daytime broadcast aimed at UK schools for the first time. If successful this will no doubt prove a model for future museums to emulate. Art galleries have also been a major player in the Event Cinema genre since the original EXHIBITION ON SCREEN title Leonardo Live in 2011. Such films combine gallery tours (sometimes but not always broadcast live) with a documentary-style exploration of the art and artist(s), and have featured leading institutions such as the

Royal Academy of Arts The Royal Academy of Arts (RA) is an art institution based in Burlington House on Piccadilly in London. Founded in 1768, it has a unique position as an independent, privately funded institution led by eminent artists and architects. Its purpo ...

National Gallery The National Gallery is an art museum in Trafalgar Square in the City of Westminster, in Central London, England. Founded in 1824, it houses a collection of over 2,300 paintings dating from the mid-13th century to 1900. The current Director o ...

Musée d'Orsay The Musée d'Orsay ( , , ) ( en, Orsay Museum) is a museum in Paris, France, on the Left Bank of the Seine. It is housed in the former Gare d'Orsay, a Beaux-Arts railway station built between 1898 and 1900. The museum holds mainly French art ...

and

Museum of Modern Art The Museum of Modern Art (MoMA) is an art museum located in Midtown Manhattan, New York City, on 53rd Street between Fifth and Sixth Avenues. It plays a major role in developing and collecting modern art, and is often identified as one of ...

. An added incentive for exhibitors is the ability to show alternative content, i.e. alternative to mainstream, studio-driven content, such as live special events, sports, pre-show advertising and other digital or video content. In industry terms this has become known as 'Alternative Content', but has recently become known more widely as 'Event Cinema'.

Expanding markets

Some low-budget films that would normally not have a theatrical release because of distribution costs might be shown in smaller engagements than the typical large release studio pictures. The cost of duplicating a digital "print" is very low, so adding more theaters to a release has a small additional cost to the distributor. Movies that start with a small release could scale to a much larger release quickly if they were sufficiently successful, opening up the possibility that smaller movies could achieve

box office A box office or ticket office is a place where ticket (admission), tickets are sold to the public for admission to an event. Patrons may perform the transaction at a countertop, through a hole in a wall or window, or at a Wicket gate, wicke ...

success previously out of their reach.

Technical specifications

Event Cinema is also finding a market in 3rd world countries in which the higher costs and quality of DCI equipment are not yet affordable, as crucially there are no DCI specifications for Alternative Content as there is in mainstream tudiocontent. This has led to an explosion in the variety of content on offer, but lack of standardisation has led to questionable quality at times. As the industry matures, this lack of regulation is expected to change and there are moves afoot to introduce codes of practice and technical specifications. Recorded content complements mainstream studio content by maximising the 'downtime' that plagues the cinema industry, where screens worldwide spend a large proportion of their time in darkness and cinemas empty. Some cinema chains have targeted pensioners in particular, offering free tea and coffee for afternoon matinees of recorded opera, for example.

Digital Cinema Package A Digital Cinema Package (DCP) is a collection of digital files used to store and convey digital cinema (DC) audio, image, and data streams. The term was popularized by Digital Cinema Initiatives, LLC in its original recommendation for packaging ...

s (DCPs) have been useful to cinemas not yet equipped with satellite broadcasting capability and has enabled exhibitors to build their Event Cinema audience, which is not generally the 18-24 demographic that multiplexes are targeting.

New Audiences

Event Cinema has seen a return of an older, affluent audience, previously turned off by the multiplex experience, and cinemas are starting to capitalise on this by offering waiter-serviced, high class finger food and alcoholic beverages, complete with bars and restaurants, a world away from the traditional popcorn/soft drink model; art house cinemas are increasingly marketing themselves as 'destination' venues for an evening's entertainment, somewhere to spend an entire evening, rather than just a couple of hours. As exhibition admissions have plateau'd in recent years due to the explosion in VOD, tablet and mobile content technology, this new revenue stream has been a surprise and welcome addition to the cinema industry, though the US studios have been cautious in embracing the change as yet. The thrill of Live broadcasts means they are generally regarded as more popular than recorded events, but there are exceptions; artists with a loyal cult or teenage following tend to do particularly well in this area, as concert films featuring artists such as the

Grateful Dead The Grateful Dead was an American rock music, rock band formed in 1965 in Palo Alto, California. The band is known for its eclectic style, which fused elements of rock, Folk music, folk, country music, country, jazz, bluegrass music, bluegrass, ...

Pearl Jam Pearl Jam is an American rock band formed in Seattle, Washington, in 1990. The band's lineup consists of founding members Jeff Ament (bass guitar), Stone Gossard (rhythm guitar), Mike McCready (lead guitar), and Eddie Vedder (lead vocals, guita ...

JLS JLS (an initialism of Jack the Lad Swing) are an English boyband, which consists of members Aston Merrygold, Oritsé Williams, Marvin Humes, and JB Gill, originally formed by Williams. They initially signed to Tracklacers production company ...

Led Zeppelin Led Zeppelin were an English rock band formed in London in 1968. The group comprised vocalist Robert Plant, guitarist Jimmy Page, bassist/keyboardist John Paul Jones, and drummer John Bonham. With a heavy, guitar-driven sound, they are ci ...

and the

Rolling Stones The Rolling Stones are an English Rock music, rock band formed in London in 1962. Active for six decades, they are one of the most popular and enduring bands of the album era, rock era. In the early 1960s, the Rolling Stones pioneered the g ...

have shown.

The Future

As more and more distributors are emerging, offering an increasingly broad range of content to cinemas worldwide, the landscape itself is shifting: screen advertising companies, technical providers, and exhibitors themselves are reinventing themselves as Alternative Content or Event Cinema distributors, and the industry is witnessing a re-evaluation of business models and practices worldwide. Predictions are that this industry could be work in excess of US$1bn by 2015. An illustration of the growth of this industry is the news the establishment of a European trade association promoting the industry to the general public and supporting those involved in it and the Event Cinema Association.

References