Into Film Festival 2017 Report
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Into Film Festival 2017 Report
Report
Contents
2
1. Executive Summary 5
2. Audience Breakdown 8
2.1 Attendee Breakdown vs. 2016 + 2015 9
2.2 Attendee Breakdown by Schools and Groups vs. 2015 + 2015 10
3. National Spread 11
3.1 Attendee Breakdown by Country vs. 2016 + 2015 12
3.2 Attendee Breakdown by English Region vs. 2016 + 2015 13
3.3 Event Breakdown by Country vs. 2016 + 2015 13
3.4 Event Breakdown by English Region vs. 2016 + 2015 14
4. Audience Development 15
4.1 Film Previews and a Premiere 17
4.2 Pre-Screening Reel & Intellectual Property Awareness 17
4.3 Bounceback Incentives 18
4.4 Comms Campaign 19
4.5 Enhanced Cinematic Experiences 19
4.6 Review Writing Competition 20
5. Added Value: Special Events, Speakers and Workshops 21
5.1 Breakdown of Special Events by Country vs. 2016 + 2015 24
5.2 Breakdown of Special Events by English Region vs. 2016 + 2015 25
6. Exhibitors 26
6.1 Exhibitor Sites and Attendees vs. 2016 28
6.2 Capacity by Country vs. 2016 29
6.3 Capacity by English Region vs. 2016 29
7. Distributors 31
7.1 Top Ten Distributors by Attendance 32
7.2 Top Ten Performing Primary Films – Total Attendance 33
7.3 Top Ten Performing Secondary Films – Total Attendance 34
8. Accessibility 35
9. Education 37
9.1 Survey Results 2017 39
9.1.1 Motivation to Attend the Festival 39
9.1.2 Overall Experience on the Day 40
9.1.3 Overall Quality of the Festival Programme 40
9.1.4 Ease of Booking 41
9.1.5 Curriculum Delivery 41
9.1.6 Educational Resources 42
9.1.7 Using Education Resources in Future 42
10. Festival Programme 43
Into Film Festival 2017 Report 3
11. Communications 46
11.1 Film Club Leader Priority 47
11.2 No Shows & Cancellations 47
11.3 Website 47
11.3.1 Sessions 47
11.3.2 Festival Bookings Site 48
11.4 E-Comms 48
11.5 Direct Mail 49
11.6 Social Media 49
11.7 Associations 50
12. Learnings and The Future 51
12.1 Specific Learnings 52
12.2 Capacity Consolidation 52
12.3 Added Value 52
12.4 Legacy & Year-Round 52
13. Partner Organisations 53
13.1 Delivery Partners 54
13.2 Exhibition Partners 54
13.3 Distribution Partners 57
13.4 Print Movement Partners 58
13.5 Speakers 59
13.6 Media Partners 59
13.7 3D Partners 59
13.8 Film Festival Partners 59
Appendix 1 – Press Report 60
Appendix 2 – Film List 65
Appendix 3 – Event List 71
Appendix 4 – Online Survey Statistics 81
Into Film Festival 2017 Report 4
01
Executive
Summary
5
The Into Film Festival is the largest free film festival for young people in the world and is
a key event in the education and film industry calendars. Now in its 5th year, the Festival
brings together UK exhibitors, distributors, print movement companies, industry talent and
other leading organisations to offer an exciting programme of free cinema screenings and
activities to schools and young people. So far almost 2 million attendees have benefited,
undoubtedly impacting on paid for admissions. The Festival plays a vital role in developing
the young, curious cinema-going audiences of the future – giving young people a chance
to see films they wouldn’t usually see or visit venues they may not have been to - offering
memorable cinematic experiences at a time when their social habits are forming.
Last year’s event took place from 8-24 November 2017 There were 24,742 bookings from over 4,000 schools
offering a packed programme of inspiring films and involved in the Festival. Out of the 411,000 young people
industry events to develop young audiences. Highlights attending there were 60,000 16-19 year olds with three
included pupil premieres of Paddington 2 and Coco quarters of the audience from Primary schools. We
as the opening and closing moments, previews of The ensured that 75% of the programme was available outside
Florida Project and Battle of The Sexes and titles ranging of London and the South East.
from Blade Runner 2049 to Call Me By Your Name.
Across the programme there were talks from a range of The Festival was made accessible to those with a
UK film talent (including actors Will Poulter, Dave Johns disability, an access requirement or those with sensory
and Naomi Ackie, technicians, art department talent, film impairment needs. Half of all screenings were offered as
critics and beyond) as well as exciting film experiences either audio-described, subtitled or autism-friendly, and
like 4DX, VFX workshops, and talks from organisations over 8,000 wheelchair spaces were available.
such as the UK Space Agency who brought space travel
to life in IMAX cinemas. This UK-wide spread of added- Whilst we are ambitious to grow the Festival, we know
value opportunities makes the Festival stand out and helps that there are many challenges to consider, including;
inspire such enthusiasm and loyalty amongst teachers and increasing cinema capacity putting additional strain on
young people. sites – both chains and independents, availability of
appropriate titles from distributors and the logistics of
This year, over 486,000 young people and their educators print movement given the films are often back catalogue.
walked through cinema doors to attend one of 3,000 Without a significant increase in investment to cover
screenings and special events. The programme offered additional marketing and staffing, Festival attendance will
140 films from UK distributors at 602 venues across the likely remain at a similar level in 2018 with a little room
whole of the UK. for growth. The focus will be on the quality of experience,
growing the added value, broadening the audience
The Into Film Festival realises the extraordinary potential development opportunity and raising the profile of the
of film to engage children and young people in complex festival.
issues and curriculum areas. Through education, the
Festival aims to help build cinema audiences for the The post-Festival survey shows that
future by showcasing cinema as the best platform in
which to view films and introduce young people to a of young people who attended the Into
broader range of films than they would normally go 3 Film Festival are more likely to go and
and see, enabling teachers to build classroom activities 4 see other films at the cinema as a result
around the cinema trip. It also invites them to try new of the Festival.
venues and, in some cases, visit the cinema for the very
first time. Festival aims to help build cinema audiences
of young people said they would talk
for the future by showcasing cinema as the best platform
to their friends and family about the
in which to view films and introduce young people to a 88% experience
broader range of films than they would normally go and
see. It also invites them to try new venues and, in some
cases, visit the cinema for the very first time.
Into Film Festival 2017 Report 6
Bounceback incentives were given out this year to over half of the festival attendees
to encourage this audience to return to the cinema as paying customers. Through
strengthening relationships between young people and exhibitors, the festival continues
to make a positive impact on cinema-going habits of 5-19 year olds.
of teachers would recommend the of all screenings were offered as either
Festival to a colleague 1 audio-described, subtitled or autism-
98%
2 friendly, and over 8,000 wheelchair
spaces were available.
“Projects like
this are essential
if we are to keep the
“They [students]
idea of cinema-going
want more, they want
alive for subsequent
to go to the cinema
generations”
more, they’re buzzing.
Job done, mission
accomplished!”
Stephen Follows
School teacher at a Festival event
Into Film Festival 2017 Report 7
02
AUDIENCE
BREAKDOWN
8
This year’s Festival attendance has shown a consistency of telephone communication, a total attendance of 486,289
bookings in line with the previous year, with an increase of was achieved. This shows a steady growth year-on-year
just under 8,000 teachers & young people. This can be put following attendance of 246,434 in 2013, 371,521 in 2014,
down to a number of factors: 414,573 in 2015 and 478,583 in 2016.
• The Festival brand is established and dates are locked There was significant growth in both secondary schools
into teachers’ diaries 16-19 year olds (College, Sixth forms and Further Education).
• Now in its 5th year, we are getting more referrals This was thanks to careful programme curation, screening
between teachers and schools as a trusted educational more films to appeal to this age group and pairing films with
Festival the curriculum.
• With the Festival now well known, and the educational
value clearly communicated, senior management are Although numbers are now consistently strong, this year
more likely to sign-off on the trip as an extension of has seen the smallest percentage rise in attendees since
classroom work the Festival began (2% in comparison to 15% in 2016). Over
• Through partners, new data pools, and the increase the first five years of the Festival there has been a very
in Facebook referrals, new teachers and schools have focused budget for recruitment of schools and teachers,
been reached with a heavy reliance teacher databases. Over last 2 years
• The strategic programming now ensures that the most the use of social channels has been introduced, which
relevant titles and events are offered at each venue, has certainly helped with the uplift. In order to grow
reacting to audience demand significantly at this stage, access to new data pools at
greater scale will be required and a strategy developed so
Through a well versed communication strategy involving we can market to them earlier and sell for longer.
email, direct mail, social media, pay per click and
College, Sixth Form & Further Education Secondary school
College, Sixth form & Further Education attendance in Secondary school attendance in 2017 grew by 8% from 2016
2017 grew by 21% from 2017
2.1 Attendee Breakdown vs. 2016 + 2015
2017 2016 2015
Young people 411,466 407,058 353,416
Adults 74,823 71,525 61,157
TOTAL 486,289 478,583 414,573
Average school-group size 52 58 55
(excluding home educators)
Average number of bookings made by each user 2.4 2.5 2
*(from a school – Further Ed, SEN, State, Private/
Independent)
*Filters have been changed from last year which accounts for the slight drop in reporting
Into Film Festival 2017 Report 9
2.2 Attendee Breakdown by Schools and Groups vs. 2016 + 2015 Booking by phase No. of places No. of places % variance 2016 No. of places of education type booked 2017 booked 2016 v 2017 booked 2015 Primary school 371,791 377,298 -1% 314,804 Middle school N/A N/A N/A 9,037 Secondary school 44,707 41,276 8% 39,145 Whole School (5 – 3,857 703 449% N/A 19 ) College, Sixth Form 26,053 21,575 21% 22,719 & Further Education Other teacher (SEN, N/A N/A N/A 2,676 LOTC etc.) Film club leaders + 272 3,209 -92% 748 Youth groups Home educators 39,609 33,132 20% 25,316 Unclassified N/A 1,390 N/A 128 Total 486,289 478,583 2% 414,573 NB. Categorisation for phase of education has changed year on year to make reporting more accurate. However, this also means some of the figures can be inconsistent. The best efforts have been made to make comparisons here as accurate as possible. Into Film Festival 2017 Report 10
03
NATIONAL
SPREAD
11The Into Film Festival continually aims to make cinema accessible to all 5-19
year olds across the UK and actively seems to programme a range of film
genres and special events in each nation and region.
In 2016, there was a drop in exhibitor engagement within the interest from schools in Greater London. We have seen
South-West of England, which was to be addressed for 2017 consistent growth in this region with a 15% rise in booking
Festival. By securing the participation of 6 additional cinemas numbers year on year for the past 2 years. This is largely due
in the South West leading to 13 more screenings & events , to exhibitor involvement, good transport allowing schools
we have seen an 11% rise in attendees in the region this year. access and an interested audience making targeted comms
As in previous years, we have seen a strong and growing very effective.
3.1 Attendee Breakdown by Country vs. 2016 + 2015
Where Total no. of places Total no. of places % increase Total no. of places
booked 2017 booked 2016 from 2016 booked 2015
England 407,169 397,989 2% 338,012
Scotland 45,146 47,008 -4% 40,825
Wales 23,608 23,654 0% 20,437
Northern Ireland 9,420 8,613 9% 12,288
Overseas* 946 1,319 -28% 3,011
Total 486,289 478,583 2% 414,573
*Festival events scheduled in army bases overseas to support young people in British education. These include Cyprus and Germany.
Into Film Festival 2017 Report 123.2 Attendee Breakdown by English Region vs. 2016 + 2015
Where No. of places No. of places % increase No. of places
booked in 2017 booked in 2016 from 2016 booked in 2015
South East 61,974 65,081 -5% 53,070
North West 64,429 63,631 1% 55,114
Greater London 65,122 56,584 15% 49,333
South West 38,667 34,718 11% 35,296
West Midlands 47,592 49,026 -3% 40,956
East of England 43,177 41,287 5% 34,649
Yorkshire and the 29,194 30,943 -6% 25,977
Humber
East Midlands 34,288 33,226 3% 27,375
North East 22,726 23,493 -3% 16,242
3.3 Event Breakdown by Country vs. 2016 + 2015
The team strategically programmed each venue through local teacher suggestions, consultations with venues and an
analysis of demand from previous years. This gave the most effective programme to maximise capacity. Total of 3,163
events offered across all areas.
Where No. of events % of 2017 No. of events % of 2016 No. of events % of 2015
offered in programme offered in programme offered in programme
2017 2016 2015
England 2,528 80% 2,390 80% 2,273 78%
Scotland 314 10% 318 11% 324 11%
Wales 191 6% 182 6% 190 6%
Northern 113 3.5% 77 3% 107 4%
Ireland
Overseas* 17 0.5% 19 0.6% 19 1%
*Festival events scheduled in army bases overseas to support young people in British education. These include Cyprus and Germany.
Into Film Festival 2017 Report 133.4 Event Breakdown by English Region vs. 2016 + 2015
Where No. of events % of 2017 No. of events % of 2016 No. of events % of 2015
offered in programme offered in programme offered in programme
2017 2016 2015
South East 442 17% 435 18% 416 18%
North West 349 14% 329 14% 318 14%
Greater 357 14% 308 13% 307 14%
London
South West 302 12% 279 12% 299 13%
West 279 11% 291 12% 258 11%
Midlands
East of 266 11% 241 10% 231 10%
England
Yorkshire 199 8% 189 8% 188 8%
and the
Humber
East 205 8% 201 8% 172 8%
Midlands
North East 129 5% 117 5% 84 4%
“An amazing
experience and one that
“We have enjoyed the children from our school
the film festival for will not get often. Being a school
with children where families have
many years and would
high socio-economic disadvantage,
highly recommend this
it means so much for the children to
to other schools!”
be able to experience opportunities
like this for free. So much learning
and joy was had from the visit.
Thank you so much.”
Grace Elliot
The Bemrose School Derby
Teacher
Into Film Festival 2017 Survey
Into Film Festival 2017 Report 1404
AUDIENCE
DEVELOPMENT
15By driving young people into cinemas at a time when their social habits are
forming, the Festival provides an invaluable opportunity to showcase the
benefits of watching film on the big screen. It introduces young people to
films and cinemas that they may not be familiar with, and helps to build a
life-long affinity and respect for film and cinema.
The aim was to support exhibitors to develop and
of exhibitors surveyed said they
strengthen their relationships with young people in their
encouraged the audience to
local area, ensuring that the audience had a positive 78% return as paying customers
experience which would lead to them returning as paying
through additional activities
customers with friends and family after the Festival. The
Into Film Festival is part of a long-term partnership effort
to establish cinema-going habits amongst young people
and is a significant way Into Film delivers one of its four
central goals: to cultivate the largest possible curious,
passionate and diverse young audience for film. “I’m more of a
sci-fi person, more
The Festival worked with some of the major cinema chains
of a main stream movie
to develop bounceback incentives that directly promoted
return visits after the Festival had finished. Emails were person. But to see an
sent to schools and parents both pre and post Festival to independent movie like
support these incentives and encourage them to return to this, I’m definitely going
the cinema as paid-for admissions, to see more films on
the big screen.
to see more.”
The exhibitors pack, sent to all participating venues,
offered top tips on how to get the most out of the Festival.
It was suggested that managers open their doors 30 Student
minutes before the film started. This was important for Into Film Festival 2017 Young People’s Survey
the smooth running of the events, but also gave any early
arrivals a chance to leaf through programmes and get a
feel for the venue.
All cinemas were encouraged to welcome attendees to “Seeing the film
their venue and speak directly to a ‘captive’ audience. 78%
of exhibitors surveyed said they encouraged the audience
today really makes me
to return as paying customers through additional activities want to go to the cinema
on site – a similar percentage to last year. This included more because you get to
handing out programmes, introducing the screening
see the visual effects more
and informing the audience of upcoming relevant titles,
giving out incentive vouchers and promoting their own and everything that
educational or school bookings programmes to the goes on in the film.”
teachers present.
The Festival developed other interesting initiatives to
inspire attendees to return to the cinema; these included
Student
specific film promotions, the showcasing of new
Into Film Festival 2017 Young People’s Survey
technologies and a film review competition with free
cinema tickets for each of the winners.
Into Film Festival 2017 Report 164.1 Film Previews and a Premiere
The Festival kicked off with a Pupil Premiere of of young people surveyed
Studiocanal’s Paddington 2 and closed with an exclusive 95% felt they had a good Into
preview of the new Disney/Pixar animation Coco, two Film Festival experience
months ahead of the film’s UK release. The inclusion of
previews and premieres in the Festival aimed to generate
word of mouth amongst the target age groups in the lead
up to each film’s release. of young people really enjoyed
91% the cinema atmosphere
The Festival Press team worked with distributors to
ensure the media campaign reflected their messaging.
Other preview titles included 20th Century Fox’s Battle of
the Sexes, Altitude’s The Florida Project and Lionsgate’s
Wonder, which coincided with World Kindness Day. of young people said they would
80% recommend the Festival to other
A total of 1,937 young people attended these screenings. people their age
4.2 P
re-Screening Reel & Intellectual
Property Awareness “Absolutely
One of the key objectives is to use the Festival to Fantastic... A
introduce ideas to young people, sparking wider Credit to you and all
discussions and go on to impact attitudes and behaviours the team, thought it was
towards watching film.
totally inspirational. I believe
A pre-reel was played ahead of every Festival screening, many of the kids visiting over
which featured a montage of movie and interview the coming days across the
clips with film stars. This aimed to showcase the best nation will be inspired as
of cinema through a young person’s perspective and
imagination. It also included a trailer to Paddington 2
a result. Well done!”
designed to engage the young audience and promote the
opening of the film.
Exhibitor
Omniplex Newbury
“It’s just
completely different
(the cinema) – it’s so
dark in there, the sound
The pre-reel also featured a short IP-awareness film
is better, it’s a big screen.
which has proven very effective at changing attitudes That’s why it’s worth it to
towards piracy amongst young people. It was designed go and see it and pay
to make young people consider the impact they can have
for it.“
on the film industry, inspiring debate and encouraging
young people to watch films legitimately.
Student
Into Film Festival 2017 Report 174.3 Bounceback Incentives
Three cinema chains took advantage of the audience Showcase
development opportunity that the Festival presents and Developed three vouchers, ‘4 Teen Tickets for £20’, ‘1
offered bounceback incentives. Vouchers were given out Child free with 2 General Admissions’ and a ‘Small Popcorn
to over half of festival attendees. Offers were: Combo’. All of these were available to customers from 5th
January 2018 – 31st January 2018.
ODEON
Odeon offered two vouchers targeting different aged
audiences. ‘Get a free child’s standard 2D ticket with a full
price paying adult’ for the under-12s and ‘Bring a friend
£20 4 TEEN TICKETS FOR £20
5–31 JANUARY 2018 INCLUSIVE
for free on a Monday this winter. Buy a full price 2D teen
ticket and you’ll get the second teen ticket free’ aimed at
13-17 year olds. These were sent to all ODEON bookers
and were valid from 1st November 2017 – 19th January
teen ticket
2018. The voucher barcodes were scanned at the box voucher
office to keep track of the business generated.
BRISTOL AVONMEADS • CARDIFF NANTGARW
This voucher entitles you to
COVENTRY CINEMA DE LUX • DERBY FORESTERS PARK 4 teen tickets for £20 at
MANCHESTER • SOUTHAMPTON CINEMA DE LUX Showcase Cinemas, between
5–31 January 2018 inclusive.
NEWHAM • WALSALL
BROUGHT TO YOU BY
3 1 CHILD FREE WITH
3
FOR
FOR
2 GENERAL ADMISSIONS 1 SMALL POPCORN COMBO
5–31 JANUARY 2018
FOR £5
Go on, it’s on us!
2 INCLUSIVE
2
Bring a child small popcorn
For Free combo voucher
Get a free child’s standard 2D ticket
WALSALL • NEWHAM • MANCHESTER • LIVERPOOL • COVENTRY CINEMA DE LUX This voucher entitles you to one WALSALL • NEWHAM • MANCHESTER • LIVERPOOL • COVENTRY CINEMA DE LUX
PAISLEY • CARDIFF NANTGARW • BLUEWATER CINEMA DE LUX • SOUTHAMPTON CINEMA DE LUX PAISLEY • CARDIFF NANTGARW • BLUEWATER CINEMA DE LUX • SOUTHAMPTON CINEMA DE LUX This voucher entitles you to one
free child’s ticket when you purchase
small popcorn combo for £5, at
READING CINEMA DE LUX • NOTTINGHAM CINEMA DE LUX • DERBY • GLASGOW 2 general admission tickets at READING CINEMA DE LUX • NOTTINGHAM CINEMA DE LUX • DERBY • GLASGOW
Showcase Cinemas, between
DERBY CINEMA DE LUX • LEICESTER CINEMA DE LUX • PETERBOROUGH CINEMA DE LUX Showcase Cinemas, between DERBY CINEMA DE LUX • LEICESTER CINEMA DE LUX • PETERBOROUGH CINEMA DE LUX
5–31 January 2018 inclusive.
DUDLEY • LEEDS CINEMA DE LUX • TEESSIDE • BRISTOL • BRISTOL CINEMA DE LUX 5–31 January 2018 inclusive. DUDLEY • LEEDS CINEMA DE LUX • TEESSIDE • BRISTOL • BRISTOL CINEMA DE LUX
with a full price paying adult* BROUGHT TO YOU BY BROUGHT TO YOU BY
Vue
A ‘Free Child or Teen Ticket’ was given to every attendee
*See reverse for details and exclusions. on site. The validity period was 1st December – 31st
December 2017.
FREE CHILD
Bring a friend for OR TEEN
free on a Monday TICKET AT VUE
Valid from 1st to 31st December 201
this winter! Terms & Conditions
1. Present this voucher and receive a standard seat ticket for a 2D screening of any film (excluding Star Wars: The Last
Simply buy a full price 2D teen ticket and Jedi) at any Vue Cinema (excluding Vue Dublin, Vue London Piccadilly and Vue London West End). 2. This Offer is valid from
1 December 2017 until 31 December 2017. 3. To qualify for this Offer customers must be under 18 years of age. 4. This Offer
may only be redeemed at a participating Vue cinema box office. 5. There is no cash alternative and Vue reserves the right
you’ll get the second teen ticket free!* to withdraw or amend this Offer at any time. 6. This offer is not valid in conjunction with the following ticket packages/
screenings: Last Chance to See, Our Screen, Movie Marathons (multiple films for one price), Big Screen events including
but not limited to live, encore and recorded screenings of Anime, Comedy, Dance, Events, Family Animation, Film Festivals,
Foreign Language Films, Innovation (such as lectures/talks), Knowledge (such as documentaries), Limited Releases, Music,
Opera, Re-Releases, Special Previews, Sport, Theatre, TV, 3D, IMAX, Scene, Gold Class, Extreme. 7. This Offer is subject
to availability. 8. This voucher may only be used once and must be handed over to the Vue box office upon demand. 9.
Admission to Vue cinemas is subject to Vue’s Guest Admissions Policy, and Vue’s Offline Ticket Terms and Conditions apply
(see www.myvue.com/legal/terms-and-conditions). 10. Age restrictions for applicable screenings apply. 11. Vue reserves
the right to reject altered, forged or defaced vouchers. 12. Promoter: Vue Entertainment Limited, 10 Chiswick Park, 566
Chiswick High Road, London W4 5XS.
*See reverse for details and exclusions.
Into Film Festival 2017 Report 18Outcomes
Vue’s bounceback incentive was the most successful of exhibitors surveyed believe
voucher with 13,376 redemptions made. Paddington 2 the Festival will encourage
2 and Jumanji: Welcome to the Jungle were the most 3 young people to see films more
popular titles, with 59% of the redemption vouchers used often at the cinema
on there 2 films. With the majority of redemptions used
for family friendly film, it is likely that additional tickets
were purchased which means attendance at cinemas Vue received a 10% redemption
would have exceeded the redemption numbers. Vue rate on vouchers handed out
took a very direct approach, handing out the voucher on 10% during the Festival
site to Festival attendees and this with lack of restrictions
guaranteed it’s success.
4.4 Comms Campaign
Messaging throughout the Festival was designed to direct
schools and young people to their local cinemas to help “Your Into Film
forge lasting relationships with communities. Linking with representative was so
a wide range of exhibitor partners on social media and welcoming and the gentleman
post-Festival e-comms, specific messaging was sent out from Brighton University was
to promote education events that partners were running great with his opening guidance
and urge attendees to head back to their local cinema and questions to the children. Please
during the festive period. The campaign strategy focused pass on our thanks to both of these
on ease of access, promoting quality of content, the gentlemen and also Cineworld Brighton
unique experience of seeing a film at a cinema and the for hosting this event - all their staff
educational benefit to school parties attending. were also really helpful with regard
to mini-bus parking, seating
and movement within the
cinema.”
4.5 Enhanced Cinematic Experiences
The Festival wanted to offer memorable cinematic
experiences to young people showcasing the latest
Teacher
technologies cinema has to offer such as 3D, 4DX, Dolby
Atmos and IMAX. Watching a film with audio and visual
immersive quality can be an unforgettable experience and
one out of budget for many young people:
• 55,604 people attended 3D screenings of Cars 3,
Despicable Me 3 and Moana
• There was a special 4DX screening of Pirates of the
Caribbean: Salazar’s Revenge
• 14 screenings of A Beautiful Planet 3D in IMAX screens
across the UK.
• A special screening of Easter Rising: Voice of a Rebel
allowed students to experience the 1916 Easter Rising
via virtual-reality headsets, led by Catherine Allen, an
expert in augmented reality technology.
Into Film Festival 2017 Report 194.6 Review Writing Competition
The Into Film Festival review writing competition aimed Their Finest is an enlightening film based on film-
to engage the young audience and encourage them to making itself and set in Britain during the bombings
critically evaluate the complexities of filmmaking and offer of World War II.
additional education value to support in key skill areas such
as communication, analysis and literacy. Top film critics The combined romantic comedy and wartime
Anna Smith and Charles Gant provided 5 review-writing drama, adapted from Lissa Evan’s novel, Their Finest
tips to applicants. Hour and a Half, portrayed several elements of
playing with the conventions of a woman’s role in
Nearly, 500 film reviews were received in 2017 across the the 1940’s. Resilient Catrin Cole is a woman who
four categories: fled her home in the Welsh valleys for love. Although
her ideal of a perfect life in England fizzles out when
her artist boyfriend, Ellis, struggles with selling his
• Primary Review (ages 5-11) canvases. This became the seed of Catrin’s ambition
• Secondary Reviews (ages 11-16) to earn her own money to support the rent of their
• Sixth Form Review (ages 16-19) apartment, thus instantly accepting when offered the
• Audio-Description Review (ages 5-19) chance to work at the Ministry of Information’s film
division. Their Finest establishes several curveballs,
not only toward the production of the film but to the
protagonists’ relationship with one another, to keep
us as the audience on our toes: a little white lie, an
unexpected American, a fight against sexism, some
romantic complications, a tricky script ending and,
last but not least a couple of bombings.
The effective alternate side of this rather saddening
element of Their Finest is brought by none other
than Nighy, who steals his scenes by just being
Nighy, delivering a quick-witted line here and there
as a slightly vain Ambrose Hilliard, a narcissistic old-
timer who was once a matinee idol. Fundamentally,
Hilliar just will not accept he isn’t as young as he
used to be, which ends up being an excellent device
in his comedic relevance to the story.
To sum up, Their Finest is a soul stirring tale that has
strands of British wartime heroism, gentle mockery
and both fulfilling and unfulfilling romance. I believe
I speak for my entire class when I say we thoroughly
enjoyed it.
Krystal Littlechild
Mildenhall College Academy
(16-19) category
Into Film Festival 2017 Report 2005
ADDED VALUE:
SPECIAL
EVENTS,
SPEAKERS AND
WORKSHOPS
21Made possible by the support from a fantastic range of Foley Artist Peter Burgis, screenwriter Paul Laverty. Film
partners, the Festival is able to involve great speakers journalism/critic Anna Smith, Helen O’Hara, Alan Jones.
eager to take part. These speakers help to achieve the
objectives by engaging young people in different areas of The Festival was launched with a Pupil Premiere of
the film industry. Paddington 2 at the IMAX, Cineworld Leicester Square. A
packed audience were treated to a performance from the
125 special events were scheduled with over 15,000 Calypso band in the film, a Q&A with the writer, director
young people attending across the UK. This was fewer and young actors from the film and even an appearance
events than last year in order to focus on ensuring a from Paddington himself.
better experience for the speaker, venue and audience.
The deeper engagement these special events aspire to The Festival closed with an exclusive advance preview
exemplifies why the Festival exists and therefore it is of Pixar’s latest film, Coco in Leicester Square. Excited
essential to make sure they are a high standard. attendees were serenaded by a Mariachi band while they
filled in Coco activity sheets, a perfect way to close the
Festival.
15,065 young people attended
special events.
“It’s
great that
this programme
demystifies the film
industry a little bit and
it really does nurture
interest and
ambition.”
These events varied from Q&As, masterclasses and Will Poulter
hands-on workshops, aimed to enhance learning Actor
opportunities and offer young people the chance to ask
questions directly to inspiring guest speakers.
“It’s
Organisations such as the Anti-Bullying Alliance, Media getting kids
Smart and the Mental Health Foundation led discussions
involved, it’s giving
on important issues directly affecting young people.
them the opportunity to see
Speakers from Oxfam and the UK Space Industry provided
context to films and sparked discussion on the topics little snippets that they wouldn’t
raised. necessarily get to see. Comment
on it and using parts of their brain
Industry organisations offered talks to discuss film that sparks ideas - what is your
classification (BBFC), the animation process (Magic Light critique on the subject and
Pictures) and visual effects (Framestore). what is your opinion on
something and expand
A range of talent from across the industry including A
that to life.”
Caribbean Dream producer Melissa Simmons, production
manager Jeremy Johns, Rogue One art director Lydia
Fry, actor Dave Johns, Naomi Ackie, costumer designer
Naomi Ackie
Alexandra Byrne, directors Shola Amoo, Rebecca Brand,
Actor
Into Film Festival 2017 Report 22“The
audience were “We went to
well-informed and Shepperton Studios
enthusiastic about the film on the 8th of November to
and the subject matter, and it see Fantastic Beasts and had a
was particularly rewarding to workshop with the Foley Artist. It
be able to discuss the serious was amazing. The kids had a fantastic
implications of the film time and were so engaged with the
(effects of global warming) workshop and the film. I would like
immediately after its to thank you all at the Festival so
showing.“ much for this opportunity, one
that we will never forget. “
Jenny Edward
Climate Reality Leader
Teacher
Special Events Highlights
Pupil Premiere of Paddington 2 The Academy Careers in Film Summit (Session 1: Above the
Line Panel)
Hosted by Into Film, The Academy of Motion Picture Arts
& Sciences delivered three sessions about careers in film.
At the ‘Above the Line’ event, a panel of talent, including
the actor Will Poulter, writer Misan Sagay and producer
Serena Armitage came together on a panel to answer
questions from students and discuss their roles within the
film industry.
Advance preview of Coco
Into Film Festival 2017 Report 23VFX talk with Artem Screening and Q&A: Murder on the Orient Express with
Special effects company Artem delivered a workshop for Agatha Christie’s Great Grandson
young people, which included demonstrations from various Following a screening, Agatha Christie’s Great Grandson,
props used in films, encouraging student participation James Prichard, took questions from the audience about
throughout. his involvement in the film. Harper Collins provided a
book of Murder on the Orient Express for each child that
attended.
5.1 Breakdown of Special Events by Country vs. 2016 + 2015
Where No. of special % of 2017 No. of special % of 2016 No. of events % of 2015
events offered programme events offered programme offered in programme
in 2017 in 2016 2015
England 94 75% 114 69% 131 73%
Scotland 17 14% 26 16% 16 9%
Wales 10 8% 15 9% 23 13%
Northern 4 3% 11 7% 9 5%
Ireland
Into Film Festival 2017 Report 245.2 Breakdown of Special Events by English Region vs. 2016 + 2015
The majority of the programmed speakers and special and talent during the three-week Festival timetable, the
events were centred in the South East of England and organisers are somewhat limited. To make key events
Greater London; every attempt is made to encourage accessible to the whole UK, many events were filmed or
more events outside of these areas. However due to the recorded as podcasts to be made available on the Into
availability and location of film industry representatives Film website.
Where No. of special % of 2017 No. of special % of 2016 No. of events % of 2015
events offered programme events offered programme offered in programme
in 2017 in 2016 2015
Greater 50 53% 48 42% 62 47%
London
South East 14 15% 16 14% 20 15%
North West 3 3% 12 11% 12 9%
Yorkshire 7 8% 11 10% 7 5%
and the
Humber
West 8 9% 9 8% 8 6%
Midlands
East 4 4% 6 5% 3 2%
Midlands
South West 4 4% 6 5% 6 5%
East of 4 4% 4 3% 7 5%
England
North East 0 0% 2 2% 6 5%
Into Film Festival 2017 Report 2506
EXHIBITORS
26The Festival team worked to secure a diverse selection of exhibitors across
the UK and, with the support of the UK Cinema Association and the BFI Film
Audience Network, we had a record 602 participating venues this year. A
comprehensive UK-wide reach.
In addition to the retention of previous participants, this increase in venues was
due to a focus on bringing on new sites in areas with lower Festival attendance
plus the chains continued to show their support by increasing numbers of sites
involved.
In 2017, the Festival took a clear strategic approach to
programming, analysing previous attendee data and booking
patterns from previous years. We saw some clear results from
this approach especially with the chain sites – ODEON, for
“I just wanted
example, saw an increase of 10% across all sites, with Empire
Cinemas seeing an increase in attendance of 13%. These to say a huge thank
successes reflect the strategic approach taken by the Festival you - today’s screening
team to programme according to advice and feedback from was awesome, the team at
exhibitors and local teacher suggestions. Uckfield were so professional
and welcoming, and the film
Other venues included The British Library, the Science
Museum IMAX, the UK’s smallest cinema – the was very touching and
Bournemouth Colosseum, Croyde Deckchair Cinema and memorable.”
the first cinema to show a film in the UK – the Regent
Street Cinema, as well as key UK independent and arts
centres.
Teacher
To help improve exhibitor processes and dialogue, the
Into Film Festival consulted with key UK chains and
independent and cultural centres. As a result:
• Exhibitors were provided with an online profile, which
showed live booking numbers, venue and programme “Just a quick
details note to say a huge
• Exhibitors were provided with a full information pack,
thank you to everyone
which offered hints and tips on how best to prepare for
the Festival and make the most of this new active and at Tyneside Cinema
engaged audience for allowing us to view
• The Festival offered PR support to assist exhibitors with The Eagle Huntress this
local press and marketing to reinforce recruitment and morning. Our children
regional promotion for each site
were totally inspired
• Some of the cinemas made use of the opportunity
to drive this audience back into their cinemas post- by the film.“
Festival as paying customers via voucher incentives
and promoting programmes
• Some chains created bespoke snack offers for their Teacher
audience, which were advertised online to bookers
Into Film Festival 2017 Report 276.1 Exhibitor Sites and Attendees vs. 2016
Sites Total Attendance
Exhibitor
2017 2016 2015 2016 2016 2015
ODEON 96 94 95 148,665 135,419 139,722
Vue 86 82 82 124,302 128,769 110,145
Cineworld 84 81 72 86,217 88,217 57,305
Independent arts 225 200 168 70,943 71,626 57,729
and cultural centres
Showcase 21 20 19 22,569 22,755 15,701
Empire 13 13 17 14,876 13,169 11,998
Reel 14 15 15 5,037 6,873 6,576
Picturehouse 21 21 20 4,941 3,635 4,963
SSVC 7 7 8 798 1,390 4,668
Omniplex 13 9 10 2,105 1,200 3,119
Movie House 5 5 5 3,252 3,515 2,933
Everyman 13 10 4 2,296 1,676 1,165
Curzon 4 2 4 288 212 160
Total 602 562 527 486,289 478,583 414,445
Into Film Festival 2017 Report 286.2 Capacity by Country vs. 2016
Focus was on increasing capacity in Northern Ireland, where England to accommodate the increasing demand in our most
numbers had declined in previous years. Increased capacity in popular country.
Where Capacity in 2017 Capacity in 2016 % variance Capacity in 2015
England 600,774 561,169 7% 562,976
Scotland 69,453 74,093 -6% 80,275
Wales 38,120 37,061 3% 41,683
Northern Ireland 22,287 14,735 51% 23,917
Total 730,634 687,058 6% 708,851
6.3 Capacity by English Region vs. 2016
Where Capacity in 2017 Capacity in 2016 % variance
South East 100,016 99,968 0.04%
North West 87,689 87,132 1%
Greater London 87,464 74,151 18%
South West 67,248 55,053 22%
West Midlands 67,221 69,424 -3%
East of England 65,323 55,952 17%
Yorkshire and the
45,731 45,901 -0.4%
Humber
East Midlands 48,059 43,382 11%
North East 32,023 30,206 6%
Into Film Festival 2017 Report 29“Communication and 83% of Exhibitors were satisfied with
support from Into Film the ongoing communication and
is really good - swift and 83% support they received from the Into
Film Festival Team
clear. Would like it to
continue!“
84% of Exhibitors surveyed plan to take part
in the 2018 Festival
“We did it
because it’s an
excellent thing to
do, and loved being Over half of Exhibitors believe that the
>50% Festival has attracted a new or different
part of it.”
audience to this venue
“Great festival
which offers a great
opportunity for young
people to engage with
film. Very happy to be
involved with this.”
“Business wise, it’s the
“It’s great - keep venue promotion and
doing what you’re exposure we got and the
doing and continue possible kids returning to
to grow!” our venue in the future
with others.”
QUOTES from the Into Film
Festival 2017 Exhibitors’ Survey
Into Film Festival 2017 Report 3007
DISTRIBUTORS
31The Into Film Festival received continued support from
distribution companies again this year. 35 distributors
provided access to over 130 film titles which were screened
over the 3 weeks. A diverse range of titles offered major of students said the Festival had
blockbusters, awards favourites, foreign language titles and 72% inspired them to watch more
films from the archive, which gave young people access films
to a variety of genres and topics which connected to the
curriculum.
Over 130 films provided by 35 screenings provided with DCPs/KDMs
distributors & DVDs
130+ 3,000
7.1 Top Ten Distributors by Attendance
Distributor Number of Films Number of Screenings Attendees
Disney 12 642 124,550
20th Century Fox 12 575 102,043
Warner Bros. 8 504 89,758
Universal 12 304 61,432
Sony 10 151 26,156
Altitude 7 141 22,256
Entertainment One 8 152 17,711
Lionsgate 6 109 7513
Park Circus 6 34 5456
Imax 1 14 4733
Into Film Festival 2017 Report 327.2 Top Ten Performing Primary Films – Total Attendance Film Distributor Attendees LEGO Batman Warner Bros 48,791 Despicable Me 3 Universal 29,199 Sing Universal 28,076 Moana Disney 26,599 Cars 3 (3D) Disney 26,266 Beauty and the Beast (2017) Disney 25,856 Diary of a Wimpy Kid: The Long Haul 20th Century Fox 24,786 Zootropolis Disney 24,595 The Boss Baby 20th Century Fox 21,935 Captain Underpants 20th Century Fox 21,679 Into Film Festival 2017 Report 33
7.3 Top Ten Performing Secondary Films – Total Attendance Film Distributor Attendees Fantastic Beasts and Where to Find Them Warner Bros 13,617 Hidden Figures 20th Century Fox 6,876 Wonder Woman Warner Bros 5,802 Dunkirk Warner Bros 4,986 A Monster Calls Entertainment One 4,944 Their Finest Lionsgate 4,079 Queen of Katwe Disney 2,848 Rogue One: A Star Wars Story Disney 2,189 Goodbye Christopher Robin 20th Century Fox 2,183 Spider-Man: Homecoming Sony 1,909 Into Film Festival 2017 Report 34
08
ACCESSIBILITY
35The Into Film Festival is committed to making sure
participation in the Festival is open to all young people
across the UK, regardless of background, ability or
1 of all screenings offered as
location. Reflecting our commitment to universal access 2 AD/ST or Autism-Friendly
and inclusion, half of all screenings offered Audio-
Description/Subtitles or were Autism-Friendly. There were
1,183 audio-described or subtitled screenings attended by
211,629 and 46,008 attendees over 246 Autism-friendly
events.
873 wheelchair users
Cinemas provided capacity for 8,719 wheelchair users, attended the Festival
with 873 wheelchair users attending the Festival. Both
of these are an increase from 2016 numbers due to
a concerted effort to ensure all wheelchair facility
information was accurate and we were in accessible
screens wherever possible.
46,008 people attended
The Festival worked with charity partners, such as the autism-friendly screenings
National Autistic Society, the National Deaf Children’s
Society) and the Royal National Institute of Blind People.
The expertise gained through these organisations helped
during the programming process and the Festival aims to
maintain these relationships to ensure future programmes
are inclusive and representative of a wider demographic. 211,695 people attended screenings with
These organisations also help to promote the Festival to audio description or subtitles
their members, which helps to create awareness amongst
groups that can really benefit from these facilities.
“We have many young
people with additional
needs, such as Autism,
“We’ve got a lot and they benefit hugely
of children on the from having their teachers
autism spectrum and and teaching assistance’s
seeing the film brings supporting them during
the story to life.” the film viewing. ”
Teacher Teacher
Into Film Festival 2017 Teacher Survey Into Film Festival 2017 Teacher Survey
Into Film Festival 2017 Report 3609
education
37of teachers believe that the
The 2017 programme presented a thought provoking Festival activities are valuable in
collection of diverse stories, genres and themes that were
94% terms of the broader education
designed to engage and excite young people using the of young people
cinematic experience.
Using six thoughtfully curated strands, films addressed
a variety of themes including achievements over the of teachers said the Festival
83% activities were useful in helping
course of history, the importance and legacy of activism, a
selection encouraging creativity and play and a celebration to deliver the curriculum
of British film.
Mapped against the curriculum from across the UK of teachers said the Festival has
and with support from the Festival’s various education made them more likely to use
73% cinema visits to support the
resources, the programme offered an array of subject
specific learning, and wider personal development delivery of the curriculum
opportunities for all 5-19 year olds.
Free education resources were created to support the
“Although
six Festival strands with a film guide, activity sheet or
an incredibly
film-specific resource developed for each film. These
powerful and important
classroom materials were designed to enhance the
experience of visiting the cinema and could be used to
form of film, documentaries rarely
increase engagement before or after the screening. With get the distribution and promotion
resources for primary and secondary ages that could they deserve. Having the opportunity to
immediately be used in the classroom, activities included watch Al Gore’s An Inconvenient Sequel,
quizzes, discussion questions, individual and collaborative within a theatrical context was, therefore,
tasks and filmmaking prompts. an invaluable one. For many of our students,
it was among the first feature-length
The Strand resources also contained ‘Simplify’ and ‘Extend’ documentaries they had seen. As such,
options to enable teachers to modify activities for learners it served as both a useful introduction
or different ages and abilities. to documentary cinema and a
masterclass in how film can be
96 Film Guides were available and covered many of used as a powerful vehicle
the films featured in the Festival. These were one-page for social change.”
resources that explored a film’s key topics and themes
through discussion.
Lee Bone
Into Film Festival guides offering an overview of the Festival Film Studies Tutor
with associated event activities and curriculum links for
each key age group were popular pre and post event and
an SEN guide to support educators working with students “I think it
with special educational needs was also available. was a valuable
experience for our
children. Especially as many
had not visited a cinema like
>2000 There were over 2,000 the one we visited before…
downloads of the resources The event really enriched our
curriculum. It was the first time
for most of our children
to see a subtitled film.
of teachers said they would Thank you.”
98% recommend the Festival to
colleagues
Teacher
Spalding Parish Day School
Into Film Festival 2017 Report 389.1 Teacher Survey Results 2017
9.1.1 Motivation to Attend the Festival
The survey reflects a similar result to previous years in terms Using the Festival to develop social skills, public behaviour
of what motivates teachers to take young people to the and to broaden educational goals were also key reasons
Festival. Year on year, the most popular results are to get cited. Many teachers named particular films that attracted
young people excited about film, to offer a fun excursion as them to book, including Eagle Huntress, Beautiful Planet and
a trip and to widen access to the cinema amongst children. Despicable Me 3.
What motivated you to attend the Festival?
To help develop young people’s social skills and public behaviour
To see a particular film
To widen access to the cinema among students
To support a particular part of the curriculum
A particular event attracted us
To get young people excited about film
To support broader educational goals
Other
To offer a fun excursion as a treat
38.1% 41.9% 48.9% 53.9% 57.2% 55.9% 16% 7.4% 17.6%
Into Film Festival 2017 Report 399.1.2 Overall Experience on the Day
The findings show that 95% of teachers surveyed said that This is a 1% increase from 2016. The pattern of responses
they had a good to excellent experience on the day. remain largely the same.
How would you rate your overall experience on the day,
where 1 is extremely poor and 7 is excellent? 71 % 70 %
2016
2017
18 %
15 %
8%
7%
3%
1% 1% 1% 1% 1% 1% 2%
Poor 1 2 3 4 5 6 7 Excellent
9.1.3 Overall Quality of the
Festival Programme
The findings show that 96% of teachers surveyed said the This is a 2% increase from 2016.
quality of the Festival programme was good to excellent.
How would you rate the overall quality of the Festival
programme and content, where 1 is extremely poor 66 %
and 7 is excellent? 62 %
2016
2017
25 %
20 %
8% 9%
4% 2%
0% 0% 0% 1% 1% 0%
Poor 1 2 3 4 5 6 7 Excellent
Into Film Festival 2017 Report 409.1.4 Ease of Booking
93% of teachers surveyed said the ease of booking was
good to excellent.
How would you rate the ease of booking, where 1 is
extremely poor and 7 is excellent? 73 % 72 %
2016
2017
16 %
14 %
7%
6%
2% 3%
0% 1% 1% 1% 1% 1%
Poor 1 2 3 4 5 6 7 Excellent
9.1.5 Curriculum Delivery
92% of those surveyed, who identified themselves as
teachers, said the Festival is useful in helping to deliver
the curriculum.
Overall, how useful are the Festival activities in helping you to deliver the curriculum?
Not at all useful
Not very useful
Fairly useful
Very useful
32% 61% 5% 2%
Into Film Festival 2017 Report 419.1.6 Educational Resources
There were over 2,000 total resource downloads recorded
across the film guides and strand resources offered as part of teachers surveyed said that their class
of the Into Film Festival. This is fewer than we’ve seen in 60% was more engaged with the curriculum
previous years and could be due to the following factors: following the Into Film Festival
1. Fewer resources were available this year due to XXX
2. In an effort to keep emails as clean and concise as possible
to help drive bookings, the hyperlinks to other areas of
the Into Film website, such as education resources, were
largely removed, making users work a little harder to find
resources (rather than one click)
3. All resources were held in one Into Film resource bank
which is behind a member-login wall, to ensure all Festival
bookers created an Into Film account. This created an
additional step from previous years for teachers looking to
download documents.
Positive anecdotal feedback shows how valuable the
resources are to teachers and so learnings from this year
will be applied to the 2018 digital and communications
plans to ensure the resources are as easy to locate and
download as possible.
9.1.7 Using Educational Resources
in the Future
“I still can’t believe
89% of teachers said that they would be interested in using such a stunning
the educational resources in the future.
resource was made
available to us. Next year, I
Would you be interested in using the Festival’s educational
plan to make more use of the
resources in the future?
festival and provide access
Yes for more learners in our
11% school community.”
No
Teacher
Into Film Festival 2017 Teacher Survey
89%
Into Film Festival 2017 Report 4210
festival
programme
43The Festival programme is curated to engage young people, broaden their
interest in film and deliver clear learning outcomes. Providing a range of titles
from new releases to archive and linking them to themes with curriculum
links gives teachers the option to maximise the educational value.
This year, 130 films were on offer. This was fewer that
last year to allow for more of a communications focus of teachers said the quality of
on specific titles, giving us the chance to maximise the 95% the programme and content
capacity available. was good to excellent
The programme was developed after extensive
consultation with various teachers and divided films into
six strands. Each strand was linked to UK primary and
of young people surveyed said
secondary key stages curriculum.
they saw a type of film that
63% they would not have chosen for
Festival themes and strands:
themselves
Activate: Effecting Change A specially selected programme
of films featuring stories of individual, communal and
global activism that inspire change for the better.
Let’s Play! A specially selected programme of films that of young people went to
celebrate creativity, play and exploration. 57% a cinema they’d never been
to before
No Borders, No Boundaries A specially selected
programme of films that explores ideas of the boundaries
and borders that exist within cultures and traditions around
the world and across history.
Generation Z A specially selected programme of films “We’ve
focused on the wellbeing, issues and ideologies of young
used the film
people today.
to inspire us in our
History in Action A specially selected programme of writing in English week
films that bring history to life through fiction, archive and at school and are just really
documentary. This strand is for Secondary only.
thankful for the free tickets.
Thriller A specially selected programme of Thriller films to For some children, it was
complement the BFI’s Blockbuster Season, including films their very first visit to the
curated by young people. cinema so this was
very exciting.“
Amy Periam, Teacher
Hotham School
Into Film Festival 2017 Report 44“Into Film has
“It was really
helped not only helped
great to watch a
to develop my knowledge
documentary in a cinema;
and understanding of Film
I’ve never been able to do
Studies but also provided a wider
that before. It was also a really
perspective on current modern-
interesting film, discussing an
day issues. It has exposed me to
issue I had little knowledge of,
ideas and opinions that I had not
so it was wonderful to be
known before and inspired me
able to view such an eye-
to explore them further.“
opening film.“
Lucy, 18 Holly, 18
Student Student
Into Film Festival 2017 Report 4511
cOMMUNICATIONS
46To ensure large scale, nationwide attendance, a high level, multi-channel,
communication approach was needed to drive bookings from previous audience
and new schools. Using emails, direct mail, social media platforms, online and
press features. A communication touch points were designed to be clear and
concise, outlining the educational and enjoyment benefits that the Festival offers.
11.1 Film Club Leader Priority 11.2 No Shows & Cancellations
Exhibitors have always reported back about the
Priority booking was made available to all Into Film club implications of last minute cancellations or schools
leaders, in order to reinforce the whole film education simply not turning up on the day. This can prove costly to
programme offered and to provide exclusive access to partners, whose involvement the Festival relies on.
incentivise teachers to sign up. 1,461 bookings for 82,486
attendees were made on this priority day. As in 2016, every booking confirmation, reminder and
Festival preparation email had a clear message about
Out of 22,263 club leaders, 3,909 booked tickets for the cancellations. Bookers were asked to give a minimum
Festival. 67% of the unique schools that booked in 2017 of 48 hours notice, or face a potential charge for no-
have an Into Film Club at their school. This is the same as shows. No charges were issued this year and it seems the
in 2016. notification made a positive impact with Into Film staff and
partners reporting an improvement.
By advertising the early-booking offer to the wider
audience, it not only showed transparency but added an Very few exhibitors reported back about no-shows and
incentive to book as early as possible. although there were cancellations in the lead up to the
Festival, the longer lead time gave us the chance to fill the
spaces.
“We
would both
just like to express our
11.3 Website
gratitude and appreciation for this
wonderful opportunity.The children 11.2.1 Sessions
in Year 6 have gained so much in relation
to the PSHEE curriculum learning intentions All comms directed recipients to the Into Film Festival
from watching the film ‘When Marnie was there’ page on the website and an increase in sessions was
It has prompted deep thinking, questioning and evident from September (bookings launch) to November
a real opening up of the emotional theme which (Festival), with the largest spike registering at the launch
flows throughout the film. From this movie of bookings. Other clear spikes correlate timewise with a
we will be discussing Secrets, Bereavement, range of regional email and direct mails.
Isolation, Friendship, Forgiveness. and how
to cope with emotions and changes in
emotions… We are also now very
much looking at setting up a of teachers rated the ease of
Film Club in the future.” 94% booking as good to excellent
Teacher
of teachers surveyed felt the
communication and provision
94% of information before the event
was good to excellent
Into Film Festival 2017 Report 47You can also read
