September 21st, 2020
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Project overview
Summary
Strange Worlds, Changing Utopias Film Season was an originally curated season celebrating archive film and dynamic new stories exploring the pressing issues of our past, present and future. The season aimed to respond to the most important issues facing society today: people and the ever changing relationship to our environment.
Project aims
increasing local screen heritage material across the region through dynamic and vivid screenings that entertained, informed and pushed audiences to think about our Changing Times.
Headlines
Diverse Engagement
Rediscovery of Lost classics by a new generation
Great Archive footage complementing features
Inter-generational audiences that enjoyed the entire season
The use of targeted footage that had footage of venues used from over 50 years ago
informative and entertaining
Films
Soylent Green, Silent Running, The Great Housing Swindle, New Town Utopia, all complemented with specially curated archive footage
Key Partnerships
Key to the season success was the work conducted with MACE (Midland Archive of Central England) who we partnered with to curate a specially targeted program that fostered stronger links between the public film archive and exhibition sectors. A key aim of the season was also to boost new audiences, particularly underserved audiences from BAME backgrounds and youths. We extensively marketed the season with community radio (like Unity FM 93.5) with a substantial amount of targeted marketing and networking with local community hubs. We also reached out to schools and colleges. The season venue – the Midlands Arts Centre is situated in the centre of one of the most deprived areas in the region. We found the marketing of our screening, namely a feature accompanied by archive footage had a two pronged approached in attracting new audiences. Many had attended due to the dynamic titles. Others had attended to watch archive footage about the regions landscape. Both groups said how pleased they were to discover the other.
Budget in brief
£5000 for the entire season, including venue hire, licensing, marketing and MACE archive footage.
Learning outcomes
What worked
The season embraced The Changing Times key objectives by increasing local screen heritage material across the region through dynamic and vivid screenings that entertained, informed and pushed audiences to think about our Changing Times.
We found the more the season explored our shared past histories and regional archive, the more audiences felt connected to the season. This was definitely a response audience members shared.
What has been difficult
Key to the season was engagement. it was an essential but difficult part of the season leading too an intense period of 3 weeks prior to the season of marketing. social media posts, posters and engagement to lets audiences aware of the season and its arrival at the MAC.
Impact
Awareness/Attitudes
The season raised awareness of a variety of experiences, cultures, emotions and ideas particularly those of our changing world. Peoples changing attitudes towards others, helping people become more tolerant and self-aware also proved to be a key aim of awareness and attitudes
Diversity
The season demonstrated a contribution to reducing under-representation of target groups, particularly in relation to audiences of BAME and youth audiences.
This desire to engage underserved audiences, unearth great archive footage and champion new titles is in keeping with the core aims of our organisation’s long-term audience development plans. Our aim is to continue to develop and encourage minority audiences and curate challenging seasons that feature archive material whilst also introducing audiences to great new content.
Knowledge & Experience
The season through informative docs and creative eco thrillers enhanced levels of knowledge, understanding and literacy, for all members of society, particularly Inspiring young people to imagine & realise their full potential and the world being something we make better.
Social Cohesion
The season promoted a snese of optimism and touched on issues of reduced isolation, stronger communities and feelings of belonging, personal and cultural identity the combination of films, docs and archive footage.
Wellbeing
The desire to aspire and changing our world resonated through increased wellbeing, happiness, health and lives enriched though the narrative features and docs screened.
Economy
A major success of the season was attracting BAME audiences and lower socio-economic groups. it was a complete pleasure seeing our marketing success come to fruition and engaging with diverse audiences. many has said this was the first time they had visited the Midlands Arts Centre and this programme was what brought the audiences in.
Testimonials
What audiences said
Soylent Green is people! a great season!
Great to see eco classic Silent on the big screen – as relevant today as ever
Loved seeing the MAC in archive footage – wow
Great season of classics and new eco films – please bring it back
What professionals, press and partners said
It was great to see some classics back on screen with amazing local footage! Great to see how relevant these classics still are. Global warming! Lack of Housing! Lack of resources! Over population! Soylent Green is people! Great season. More Please
