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| Peckham Multiplex |
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In 2003, Movieshack acquired Peckham Multiplex in south London, a cinema complex with six screens.
The opportunity
The company wanted to 'cater for all sections of the community and get everybody into their cinema'. In particular, it recognised the large Nigerian population in Peckham.
The initiative
In 2004, Peckham Multiplex piloted a mini 'Nollywood' season, showing Nigerian films.
How it worked
The cinema began by approaching the community and cinema staff for ideas and suggestions for Nigerian films. They then asked their distributor to source these films.
Results
The success of the Nollywood pilot led to screenings of Nigerian films at Peckham Multiplex five or six times a year. As a direct result of the initiative, the Nollywood film 'Echoes of War' was released in other cinemas around London.
The cinema has expanded by building partnerships and networks and participating in major diversity events. It participated in Africa 05 - a season of African films running across a number of cinemas - by dedicating one screen to house part of the programme.
In addition, other screenings have taken place including the Africa Mine season, which also included schools' screenings in partnership with Film Education. Africa Mine is an initiative of Afford (African Foundation for Development) and ScreenStation, with support from Film London and with the association of the UK Film Council, BFI Blackworld and Institut Francaise.
By widening the choice of films and offering a low entrance fee of £3.99, the cinema has doubled its audience figures in two years and the multiplex now attracts 400,000 visitors a year, making it the best-attended independent cinema in London.
The cinema was awarded Digital Screen Network status by the UK Film Council in 2004.
Further information
For further information on the cinema or events mentioned, see the Peckham Multiplex website.
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