Training Courses

Understanding and Developing Cinema Audiences - Sheffield

23/10/2013 - 24/10/2013

Showroom Workstation, Sheffield

How can you turn your occasional customers into loyal cultural cinema super-fans?

How can you communicate and engage with your audience more effectively?

How can you harness social media to direct more traffic to your website, grow Twitter followers and get people interacting on your Facebook page?

You cannot afford to not think about your audiences, but if your to-do list is as long as your arm finding time to understand more about them seems like a luxury. This practical, two-day workshop will outline the audience development essentials for understanding, growing and deepening engagement with audiences for cultural cinema, offering time saving strategies and inexpensive top tips that you can incorporate into your daily schedule.


23/10/2013 - 24/10/2013


£180 + VAT = £216


Showroom Workstation

What will the course cover?

  • Understand the principles of audience development and decide where you should focus your efforts
  • Myth-busting statistics and the current landscape of UK film audiences
  • Research tools and strategies for understanding your current and potential audiences
  • Refine and communicate your organisation’s vision and mission
  • Encourage audiences to try unfamiliar titles by writing more persuasive copy
  • Deepen engagement through social media and discover the online tools that measure success
  • Find out what other cinemas are doing to develop loyalty and tailor their top tips to suit your audiences

Who is the course for?

Staff from independent cinemas, film festivals, mixed-arts venues, non-traditional exhibitors and support agencies who are interested in building audiences and participation. This course is ideal for professionals working for small-medium sized organisations in marketing, management, programming, events and education roles where audience development may not formally be part of your job description but is an essential part of what you do.

Applicants should ideally have a minimum of three years’ experience in the film industry. If you have any queries about this, please get in touch.

Who are the speakers?

The course will be led by Sarah Boiling, Programme Director, The Audience Agency and our guest speakers offering honest case studies of their successes and adventures in audience development are:

  • Kristina Johansen-Seznec, Head of Marketing, Dundee Contemporary Arts
  • David Steele, Acting Head of Research and Statistics, BFI
  • Claire Stewart, Digital Communications Manager, Watershed
  • Plus, Borderlines Film Festival share the methodology and results of their 2013 audience research project.

Sarah Boiling is Programme Director at the Audience Agency, the national audience development agency for England, where she is responsible for a number of flagship projects and partnerships, consultancy and training. Sarah started her career in arts marketing at the Tyneside Cinema in Newcastle, and before she joined The Audience Agency worked in some of the most innovative arts organisations in the country including Broadway, Tate and the Barbican. She is an experienced trainer and facilitator and regularly presents at conferences and events at home and abroad.


£180 + VAT = £216 (subsidised by Creative Skillset and the ICO). Fees include refreshments, lunch and networking dinner.

Bursaries for fees (£130 + VAT = £156), travel, accommodation and childcare are available.

Supported by Creative Skillset’s Film Skills Fund, which is funded directly by industry through the Skills Investment Fund (SIF), as well as by the National Lottery via the BFI.

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