Partnership
Film CLUB A
Everyman’s chief executive explains why Trinity Leeds is the perfect location for its first cinema in a shopping centre. By George MacDonald
n evening at the cinema remains one of the UK’s most popular nights out, not only offering entertainment but also an all-round experience and, despite the squeeze in consumer spending power, there’s no sign of that changing.
One of the beneficiaries is Everyman, the cinema
group that has grown from one famous venue in Hampstead into a nine-strong chain and will soon make its first venture into the north of England when it opens next year in Trinity Leeds, the 1 million sq ft Land Securities scheme. Everyman is doing well because of both the enduring popularity of the big screen and a distinct corporate ethos that separates it from competitors and ensures appeal to a discerning customer base. Cinemas in the UK have performed consistently well in
recent years. Box office takings have been climbing and 2011 was a record year as the £1bn barrier was broken, helped by blockbuster releases such as Harry Potter and the Deathly Hallows: Part 2 and The King’s Speech. Those two films alone grossed £73.1m and £45.7m respectively and other top 10 releases included The Inbetweeners Movie and Pirates of the Caribbean: On Stranger Tides. In such tough economic times, it is easy to understand the attractions of the escapism that cinema provides. Everyman chief executive Andrew Myers says: “People
have been reluctant to give up their trip to the cinema, in contrast to the US. “Cinema is very ingrained in the UK consumer. People
want to be entertained and get out of their houses. When they’re giving up some of their discretionary purchases the cinema is relatively low-cost compared with things like sports or music concerts.” But Myers says Everyman is outperforming the overall industry growth, and that is down to the characteristics that make a night out in one of its cinemas different from
22 spring 2012
the norm delivering a wider experience than simply watching a film. Film director Roman Polanski, who is famous for films
such as The Pianist and The Ghost, is quoted by Everyman to sum up what the business is all about: “Cinema should make you forget you are sitting in a theatre.”
The whole package Everyman devotes as much attention to associated pleasures such as foodie treats, a glass of wine and a comfortable, welcoming environment as it does to its film schedule. “We see ourselves as offering quality – it’s the films,
the environment, the food and beverages, the seating and hospitality,” explains Myers. “It’s a grown-up experience that’s not just for grown-ups.” The result, he says, is that customers can have a great
night out even if they do not “love” the film. It is an approach that suited the original Everyman in Hampstead, which opened in 1933 and is one of the UK’s oldest independent cinemas. The growth of big cinema chains led to financial difficul- ties at Everyman several years ago, but it was bought out
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