screen machine annual performance & impact report 2015/16 · two-thirds of screen machine...

Screen Machine

Annual Performance

& Impact Report

2015/16

A report for Regional Screen Scotland

by Social Value Lab

Contents

page

Introduction 2

The Screen Machine Circuit 3

Admissions & Box Office Performance 6

Customer Behaviours & Preferences 9

Audience Satisfaction 12

Impact on Local Communities 14

Screen Machine: Performance and Impact 2015/16

2

Introduction

Screen Machine is a unique 80-seat, air-conditioned mobile cinema which brings the

latest films to audiences in some of the most remote and cinema-deprived

communities in Scotland.

Each year the Screen Machine circuit consists of more than 40 locations, creating a

shared screen experience that has become a special ‘event’ in the calendar of many

communities.

Screen Machine is owned and operated by Regional Screen Scotland. The cinema is

funded by Creative Scotland and Highlands & Islands Enterprise, and is sponsored

by the Royal Bank of Scotland, Highland Fuels and CalMac Ferries.

This report examines the performance and impact of Screen Machine during

2015/16. It is based on performance information routinely collected by Regional

Screen Scotland. It also draws on the findings of survey research conducted by

Social Value Lab in late 2015, which canvased the views of 1,046 Screen Machine

subscribers/audience members (34% of all). Taken together the research provides

the largest and most comprehensive assessment yet of the work of Screen Machine.

The pages that follow describe the reach, box office performance, customer

experience, and contribution of Screen Machine to communities.


3

THE SCREEN MACHINE CIRCUIT

42 communities visited on the

Screen Machine tour

20,253 miles travelled by road and

by ferry

577 screenings held

14 islands visited

The screen machine is fab. I love the

fact that it brings new movies to rural

areas and saves us travelling … My

children love the excitement and

anticipation of the screen machine

coming!

Screen Machine Audience Member

TOURING

Screen Machine strives to provide rural, remote and island communities the same

level of cinema experience as larger towns and cities. During 2015/16, Screen

Machine visited 42 communities in the Highlands and Western Islands. Tours lasting

approximately 10 weeks comprised 142 stops during the year. Each community was

visited between one and six times on the tour, with each stop lasting between one

and four days, and a choice of three films typically on offer.

LOCATIONS

During the year, the Screen Machine tour extended to 18,877 miles by road and

1,376 miles by ferry, and included visits to 14 islands. The addition of some of

Scotland’s most remote communities to the circuit a year earlier has meant that

Screen Machine reached further in 2015/16 than ever before.

SCREENINGS

During the year, Screen Machine held 577 screenings. This represents an average of

48 screenings per month, with only a few weeks of downtime for maintenance

during May/June and a break of two weeks over the Christmas holiday period. On

average, 37 seats were filled at each screening (47% of capacity), although this

varied from 19% to 76% of seats filled across communities.


4

Location Visits Screenings % Seats Filled

1 Achiltibuie 1 2 76%

2 Aviemore 1 3 19%

3 Bettyhill 4 16 37%

4 Brodick 4 40 68%

5 Castlebay 4 18 48%

6 Coll 1 2 20%

7 Colonsay 2 6 27%

8 Craignure 5 10 35%

9 Daliburgh 4 16 39%

10 Dornie 4 8 46%

11 Durness 4 8 33%

12 Eigg 1 2 41%

13 Fort Augustus 4 19 47%

14 Fort William 6 42 49%

15 Gairloch 4 18 53%

16 Gigha 3 6 30%

17 Golspie 2 8 23%

18 Kinlochbervie 4 8 32%

19 Kyleakin 4 17 43%

20 Lairg 4 10 49%

21 Liniclate 4 26 54%

22 Lochaline 4 10 38%

23 Lochcarron 4 17 29%

24 Lochgilphead 4 27 59%

25 Lochinver 4 17 41%

26 Lochmaddy 3 10 56%

27 Mallaig 4 18 53%

28 Millport 4 24 51%

29 Newtonmore 4 15 43%

30 Paisley 1 3 39%

31 Port Ellen 4 29 49%

32 Tighnabruaich 4 8 57%

33 Raasay 2 4 24%

34 Spean Bridge 1 4 34%

35 Strontian 4 10 43%

36 Tarbert, Loch Fyne 3 6 52%

37 Tarbert, Harris 4 17 48%

38 Tiree 2 9 22%

39 Tobermory 5 31 54%

40 Tomintoul 3 7 61%

41 Torridon 4 8 24%

42 Ullapool 4 18 54%

Screen Machine Locations (2015/16)

Source: Regional Screen Scotland data


5

Screen machine is such an unusual and

special venue - a luxury cinema on a

lorry! In a town where there is little

cultural entertainment, it brings the

community together and we love to

have a cinema in town for a few days!



6

ADMISSIONS & BOX OFFICE

PERFORMANCE

47 films screened

74% of tickets now booked online

21,460 Screen Machine admissions

£137,982 box office gross

47% of seats filled

In 45 years of marriage, I have seen

more films at the Screen machine in the

last 10 years on Mull than anywhere

else. It’s a big plus to island life!


CINEMA ADMISSIONS

During 2015/16, Screen Machine played to 21,460 people across 42 locations.

Screen Machine had a relatively slow start to the year due largely to scheduled

maintenance of the vehicle, although this situation was turned around later in the

year with a strong catalogue of films on show. The year 2015/16 ended with a

somewhat higher number of cinema admissions than the previous year (+3%).

Screen Machine Admissions (Quarterly) Compared to Previous Year

Admissions

2015/16

Compared to

2014/15

Quarter 1 3,843 -18%

Quarter 2 5,405 -3%

Quarter 3 4,722 +33%

Quarter 4 7,490 +8%

Total 21,460 +3%

Source: Regional Screen Scotland box office data

Performance in 2015/16 is set within the context of a fluctuating pattern of cinema

attendance for both Screen Machine and the UK cinema sector as a whole. Despite

this, Screen Machine has consistently achieved more than 20,000 admissions in

each of the last six consecutive years.


7

Annual Screen Machine Admissions (Six Years)


BOX OFFICE

Over the course of the year, Screen Machine showed 47 films. Taken together these

reflected a more diverse film programme than previously. In addition to the latest

blockbuster releases, the programme included a small number of local independent

and foreign language films, as well as four National Theatre Live performances.

In a year full of choice, it was The Lady in the Van that took Screen Machine

audiences by storm, filling an average of 80% of seats across its 26 screenings.

The Most Popular Films of 2015/16 for Screen Machine

Film*

UK

Release

Distributor Screen-

ings

% of

seats

filled

1 The Lady in the Van 11/2015 Sony Pictures 26 80%

2 Spectre 10/2015 Sony Pictures 41 76%

3 The Revenant 1/2016 20th Century Fox 12 72%

4 The Theory of Everything 2/2015 Universal 5 59%

5 Minions 6/2015 Universal 49 58%

6 Sunset Song 12/2015 Metrodome 12 57%

7 Star Wars: The Force Awakens 12/2015 Walt Disney 37 55%

8 Suffragette 10/2015 Pathé 15 53%

9 The Danish Girl 1/2016 Universal 4 53%

10 The Second Best Exotic Marigold Hotel 2/2015 20th Century Fox 29 51%


*excludes one-off or fundraising screenings

During 2015/16, Screen Machine introduced a new online box office system. This

saw a seamless channel shift, with the closure of telephone booking arrangements

and a growing proportion of Screen Machine tickets booked online (74%).

Overall, Screen Machine box office performance exceeded expectations with

takings of £137,982, a healthy 10% uplift on the previous year. This reflected an

average of 47% of tickets sold across performances and strong takings from a

number of stand-out films.

Over the course of its run, it was Spectre – the latest film in the Bond franchise –

which generated the highest level of admissions and earnings for Screen Machine.

While films such as The Lady in the Van and The Second Best Exotic Marigold Hotel

exceeded expectations, the much-anticipated Star Wars revival did not perform as

strongly as expected, potentially losing customers to multiplexes due to the lag

time between its UK release and subsequent showing on the Screen Machine tour.

24,401 24,353

29,333

23,737

20,756 21,460

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2010/11 2011/12 2012/13 2013/14 2014/15 2015/16


8

The Highest Grossing Films of 2015/16 for Screen Machine

Film

Distributor Screen-

ings

Admissions Box

Office

Gross

1 Spectre Sony Pictures 41 2,486 £16,593

2 Minions Universal 49 2,267 £13,929

3 Star Wars: The Force Awakens Walt Disney 37 1,616 £10,664

4 The Lady in the Van Sony Pictures 26 1,657 £10,404

5 The Second Best Exotic Marigold Hotel 20th Century Fox 29 1,172 £7,291

The Screen Machine has its own magic,

no matter what the film is. That it

appears in our village, just for us, is

much appreciated. And, it is like Tardis!



9

CUSTOMER BEHAVIOURS &

PREFERENCES

85% prefer to watch films as part of an

audience

85% attend Screen Machine for pure

entertainment/escapism

79% experience barriers to attending other

cinemas

It's great watching a film with other

people. You really get engrossed in the

story line, and feel the emotions of the

film. I love the big screen and the

surround sound that you don't get at

home. It's a great experience for

everyone, young or old!


VIEWING PREFERENCES

During the year, continuing improvement in broadband coverage and the growing

popularity of digital media has meant that rural communities now have greater

access to films than ever before. The research conducted in late 2015 tells us that

two-thirds of Screen Machine subscribers watched films on DVD and Blu Ray during

the previous 12 months and 43% have streamed films online.

However, importantly for the future prospects for Screen Machine, the evidence also

reveals that the vast majority of subscribers prefer to watch films as part of an

audience than at home (85% vs 15%).

REASONS FOR ATTENDING SCREENINGS

There is a variety of well-known motivations for cinema attendance, which vary

between different forms of cinema and audience categories.

The latest survey evidence shows that rural communities take the opportunity to

visit Screen Machine mainly for pure entertainment or escapism (reported by

86% of respondents). Other important attractions for Screen Machine audiences are

to: spend quality time with family and friends; check out the latest release; and

enjoy a thought-provoking or moving experience.


10

Most Important Reasons for Attending Screening at Screen Machine

Source: Social Value Lab Survey, December 2015, Based on 1,038 responses

CUSTOMERS AND THEIR ATTENDANCE

The survey evidence gathered during late 2015 provides the most comprehensive

understanding yet of Screen Machine audience behaviours. The research shows:

Screen Machine has a loyal following – 74% report having attended for four

or more years and 39% have visited no other cinemas in the last year.

People make the most of the infrequent Screen Machine visits to

communities – 63% have attended three or more times in the last 12 months.

A visit to Screen Machine is an occasion to be shared with friends and

family – only 14% of typically attend on their own.

REMOVING THE BARRIERS TO CINEMA

Screen Machine attempts to reach out to some of the most remote communities in

Scotland, breaking down the barriers to participating in a shared screen experience.

The survey evidence reveals the challenges in accessing cinema

provision elsewhere. Seventy nine per cent of Screen Machine subscribers

reported barriers to attending another cinema venue. The most frequently

cited barriers revealed were ‘accessibility by transport’ (58% of

respondents) and the linked issue of ‘cost’ (40% of respondents).

Screen Machine makes cinema considerably more accessible. Seventy seven

per cent of audience members report travelling no more than 10 miles to

attend Screen Machine and most a considerably shorter distance.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

To check out the latest release

To spend quality time with family or friends

To treat or reward myself

For pure entertainment/escapism

To satisfy curiosity about unfamiliar films

For something to talk about

For a thought-provoking or moving experience

% of Respondents


11

Miles Travelled to Attend Screenings at Screen Machine

Source: Social Value Lab Survey, December 2015, Based on 1,038 responses

The evidence indicates that audiences continue to rely on Screen

Machine for access to cinema. Thirty nine per cent of respondents have not

visited other cinemas in the last 12 months. Exploring the scenario that

Screen Machine no longer operated, respondents have told us:

The accessibility of cinema would decrease (78% of respondents)

The cost of attending cinema would increase (87%)

Cinema attendance would decrease (92%)

The quality of the cinema experience would decrease (78%)

The associated sense of community would decrease (74%)

Living in a remote area and a parent of

young children, I would be unable to

view films in a cinema environment if it

were not for the travelling screen

machine, nor would my children. This

is a wonderful asset to rural areas.


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1-3 miles 4-10 miles 11-20 miles 20+ miles


12

Audience Satisfaction

98% of audience members are satisfied

with the overall Screen Machine

experience.

Screen Machine has a magical quality

that no other cinema experience can

compete with. It has all the stuff one

has come to expect at a cinema, great

seating, sound quality etc. but it has

something more. There is also the

sense of being part of something

adventurous and cool.


Our survey research conducted in late 2015 suggests that audiences are

highly satisfied with what Screen Machine has to offer. Ninety eight per

cent of subscribers have reported being either ‘somewhat’ or ‘very’

satisfied with the overall experience. Particularly high levels of satisfaction

have been expressed in regards to atmosphere, sense of community,

quality (service, surroundings, screen and sound), and accessibility.

Ten Components of Satisfaction

Very Satisfied Somewhat

satisfied

Neither

satisfied nor

dissatisfied

Somewhat

dissatisfied

Very dissatisfied

1. ACCESSIBILITY (travel) 2. ATMOSPHERE in the venue

3. CHOICE of film 4. COMMUNITY (sense of)

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%


13

5. COST of attending 6. PROXIMITY to amenities

7. SCREEN & SOUND quality 8. SERVICE quality

9. SURROUNDINGS (quality and comfort) 10. TIME of screening

Source: Social Value Lab Survey, December 2015, Based on 922 responses

The evidence also indicates that Screen Machine compares favourably with the

alternatives. Of those able to compare, 77% of respondents stated that Screen

Machine is either ‘somewhat better’ or ‘much better’ than other cinemas they have

attended, and a further 20% stated ‘about the same’.

The screen machine provides a

comfortable cinema experience, that is

conveniently accessible, reasonably

priced and without the

commercialisation of large multiplex

cinemas.


0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%

0%

20%

40%

60%

80%

100%


14

Impact on Communities

85% have a strong emotional response to

attending films at Screen Machine

92% describe Screen Machine as a way of

bringing the community together

76% regard Screen Machine as extremely

important to their local area

Screen Machine is unique to our area, it

feels like a community experience...

people talk about the next screening,

discuss the films on offer, and then all

get together on the night to watch the

film.


A BENEFICIAL EFFECT ON INDIVIDUALS

By virtue of bringing cinema to hard-to-reach audiences, the evidence suggests that

Screen Machine provided an engaging and beneficial experience during 2015/16.

Attending a showing at Screen Machine has been shown to generate a strong

positive reaction among audience members. Eighty five per cent of respondents

report having had a strong emotional response to attending films ‘sometimes’ or

‘often’ during the last 12 months.

Audiences have reported a range of beneficial effects that go beyond

entertainment and escapism. The most widely reported benefits include ‘a

more positive mood or outlook’, and ‘a sense of connection to others in the

audience’. Other reported effects provide evidence of the educational and

thought-provoking nature of much of the content, its ability to encourage

self-confidence, resilience and inspire, and to engender feelings of local

pride and connection.

Sharing the experience makes it more

of an 'occasion', and seems to intensify

the emotions – the excitement,

humour, suspense etc.



15

Reported Benefits of Attending a Screening at Screen Machine

Source: Social Value Lab Survey, December 2015, Based on 901 responses, Percentages relate to respondents reporting

listed benefits ‘sometimes’ or ‘always’ as a result of attending a screening at Screen Machine.

FOSTERING A SENSE OF PLACE AND COMMUNITY

The shared screen experience that Screen Machine enables appears to contribute to

audiences’ collective sense of identity, place and community.

The survey results for 2015/16 are very encouraging in this respect,

highlighting the important role that Screen Machine plays in fostering this

sense of community. Audiences now describe Screen Machine as: 1

A trusted place to go (95%)

A way of bringing the community together (92%)

Important for young people growing up here (91%)

Commanding a strong sense of affection locally (87%)

A source of pride for the community (82%)

Central to the identity of the area (65%)

The Screen Machine has an atmosphere

which is very much its own. You usually

know half the audience so it's a good

social occasion and makes you feel part

of a community.


1

Based on the percentage of respondents stating that they ‘agree’ or ‘strongly agree’ with the statement

19%

36%

39%

44%

48%

55%

56%

58%

62%

65%

81%

81%

0% 20% 40% 60% 80% 100%

Offered a role model to follow

More self-confident about yourself

Inspired to take some action or make a change

Feeling less alone or isolated

Better able to cope with everyday stresses

Stronger relationships with others

Encouraged to find out more about a subject raised

Proud of who you are and where you come from

Exposed to a new issue, idea or point of view

New insights into other cultures or types of people

A sense of connection to others in the audience

A more positive mood or outlook

% Respondents


16

IMPACTING ON THE LOCAL COMMUNITY AND ECONOMY

Screen Machine has been an integral part of the cultural landscape in many rural

communities for more than 18 years.

Now in 2016, audiences still attach great value and importance to Screen Machine.

The latest survey results show 76% describe Screen Machine as ‘extremely

important’ to the local area and further 21% describe it as ‘important’.

Screen Machine is widely perceived as having an important economic and cultural

impact. This impact has been identified as most pronounced in relation to its role

as a source of night-time entertainment but also as a focal point in the community.

Perhaps less so as a way of attracting visitors and boosting spending locally,

although the research does also show that 62% of subscribers typically spend

between £12 and £30 on each trip to Screen Machine (including purchasing

transport, food and drinks from elsewhere).

Perceived Impact on the Local Area

No Impact Low Impact Moderate

Impact

High Impact Very High Impact

1. A SOURCE OF NIGHT-TIME

ENTERTAINMENT

2. A WAY OF ATTRACTING

VISITORS

3. A FOCAL POINT FOR THE

COMMUNITY

4. A MEANS OF BOOSTING SPENDING

LOCALLY

Source: Social Value Lab Survey, December 2015, Based on 910 responses.

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%

0%

10%

20%

30%

40%

50%


17

On a local scale it is a much valued

asset to the community and important

part of the cultural landscape of the

area. On a wider scale, visitors

absolutely love it, and always ask if it

will be there when they are.



18

About Social Value Lab

Social Value Lab is an agency that specialises in social research, innovation and the

measurement of economic, social and cultural value. It aims to produce evidence and ideas

that make things work better … communities, organisations and services. With particular

expertise in the creative sector, it fields a large team of social researchers, service designers,

business consultants and evaluators. Find out more at www.SocialValueLab.org.uk.

screen machine annual performance & impact report 2015/16 · two-thirds of screen machine...

Documents