Featured Exhibitor
Hailsham Film Club and Hailsham Pavilion
Many film societies operate within an existing cinema, whether it be a full size commercial venue, or a smaller scale community cinema. This month's featured exhibitor slot explores the benefits that can be created by this partnership – as well as looking at the trickier parts. Firstly, Sam Elsby of Hailsham Film Club shares his experience of working within a pre-existing cinema venue. To accompany his piece, Colin Hide of Hailsham Pavilion, the Community Cinema in which the film club operates, provides some background on this sensational venue, and its plans for the future.
Hailsham Film Club - Sam Elsby
Hailsham (pop. 20,000) is a market town 7 miles north of Eastbourne. For 35 years it had no cinema until the restored Pavilion re-opened in 2000. The Hailsham Film Club was formed in 2002, to work with the Pavilion (the then manager was on the original committee) to try and bring a broader diversity of cinema to the town.
Hailsham is not a town of artists and bohemians. It has no student population. We therefore decided to concentrate on classic post-war British cinema to attract a wider membership. It was hoped that we would then be able to take financial and artistic risks with some of our selections.
The Pavilion felt that the Club could help bring in a different audience, which would then return for their screenings. We also show our films on 'slow' Tuesday.
In practical terms we simply agree dates each year and hire the venue (with a duty manager) with the projectionist for a flat fee. The committee act as ushers etc. The Club pay for the film hire and keep the box office takings, while the Pavilion keeps the proceeds of refreshment sales.
Our partnership with the Pavilion has been both the Club’s strength and weakness.
What has worked?
In setting up the Club we had none of the practical difficulties that many other new clubs face such as finding a suitable venue and projector/projectionist. We did not have to concern ourselves with health and safety; disability discrimination; licences or insurance. We were able to tap into the Pavilion’s resources of experienced projectionists and film buying, although we now order about half our films directly through Filmbank. The Pavilion box office was, and remains, happy to take reservations for our films and display our promotional material.
The Pavilion restoration is a triumph. It has been described as 'charming and romantic', and it is. For many, it is a great place to go and see a film.
What have been the drawbacks?
We have always admitted non-members to our screenings, at full Pavilion prices, and these patrons provide the bulk of the Club’s annual takings. However, with a shared box office and venue, it is easy for the public to perceive the Club as just part of the Pavilion. We have therefore had to work very hard to establish a separate identity. We have tried to create this through separate marketing; a website; our e-mail reminder service; pre-film talks and special events. However, it has been difficult to establish a 'brand' through which alternative cinema can be promoted.
In some towns the film Club is the only provider of cinema and membership can run into many hundreds. Our membership has ranged between 20 and 30 only. Despite our best efforts, and keen price incentives, it has proved impossible to grow the membership, although the Club is now in its seventh year and in reasonable financial shape.
The Pavilion, as a venue, lends itself to the nostalgia of cinema. If you want popcorn, burger and chips, or alcohol, you will have to go elsewhere. The reasons why so many enjoy it, are exactly the same reasons that can put off a younger audience. We have had consistently poor attendances for our films from teenagers and 20-somethings, despite many of our films not being 18-rated and having some specifically targeted film selections.
However, we like to think that we have built up some kudos and goodwill with the Pavilion, and in the last couple of years have run a quarterly joint venture, in addition to our usual programme. We select a current, recently publicised, auteur/arthouse film and split the profits or losses. This has worked well and at the last AGM it was agreed that the Club should move more in this direction for 2010, by reconsidering the form of our membership scheme and the fixed annual programme.
It is probably make or break time for the Club. Either a steady audience can be built up for alternative cinema, or the Club’s money will run out in the next couple of years.
Hailsham Pavilion - Colin Hide
The Pavilion at Hailsham originally opened on 28th November 1921 with Charlie Chaplin’s The Kid as the main attraction. The Cinema is notable for being the first cinema built by Messrs Shipman and King who went on to form a substantial circuit in the South of England.
The Cinema closed in 1965 and went over to Bingo from 1967 until 1985. It was then neglected and fell into a very poor state, eventually being taken over by Wealden District Council through a Compulsory Purchase Order. In 1993, Mrs. June Bourne formed a voluntary organisation known as HOPS (Hailsham Old Pavilion Society) with the dream of re-opening the venue, primarily for Cinema but also for other community activities.
During the following years, HOPS worked tirelessly to raise funds and also applied for a substantial grant from the Heritage Lottery. The Pavilion is a Grade II listed building of historic and architectural interest being described in the listing as “possibly one of the most elaborate small provincial cinemas ever built.” The Hailsham Town Council, East Sussex County Council and Wealden District Council also gave financial support. Wealden District Council agreed to a peppercorn lease for the building which was granted to a separate company, known as Hailsham Pavilion Limited. (HPL).
Plans were drawn up with the aim of returning the Cinema to its original glory, but with the addition of improved toilet facilities and a refreshments kiosk. The small stage was extended into the auditorium so that live musical and theatrical events could be added to the repertoire. Refurbishment work commenced in 1999 and was completed by the end of the year.
The seating was reduced from 397 to a more comfortable 203, plus provision for wheelchairs. New 35mm projection equipment was installed with digital sound as well as providing lighting and sound systems for the live shows.
The new company recruited a core paid team consisting of a Manager, Assistant Manager, Box Office Manager, Chief Projectionist and cleaners. This team was supported by numerous volunteers who gave up their time to perform other essential duties.
The Cinema/Theatre re-opened on 7th January 2000 with the then latest Bond title The World is Not Enough, the programme of films being supplemented by a variety of live performances. Most films are only booked for a few days so there is always a good range, despite only having one screen available to compete against cinemas with far more screens. Block busters such as James Bond and Harry Potter are booked for longer and not surprisingly, the most popular film in nearly ten years was Mamma Mia. Hailsham Film Club selects a special attraction every month which is open to the public as well as to their members.
The live shows have proved very successful with a strong music programme and the Pavilion supports an annual pantomime which always sells out. The Pavilion is available for various types of private bookings. Private screenings are also much in demand.
The next big challenge is the potential change from 35mm film projection to digital projection. This will be very costly but HPL has started work on new fund-raising ideas so the Pavilion can continue to provide film entertainment for many years to come. The Pavilion very much appreciates the continued financial assistance given by HOPS and the enthusiastic support of the people of Hailsham and surrounding towns and villages.
