Films on Tour: The Future of Cinema?

About two weeks ago it was announced that Russell Crowe was flying to Dublin, Edinburgh and Cardiff all in one day to attend the regional premieres of his latest picture, Noah.

Up until this point my interest in the film was minimal and my reaction so far to its marketing was a take-it-or-leave-it shrug, but the opportunity to see the film being introduced by Crowe, to be in the very prescence of Maximus Decimus Meridius, Robin Hood and Jor-El? It was one I couldn’t miss.

After frantically searching the web, I managed to get two tickets and a week later was sat in Cardiff Cineworld’s biggest screen, in which every seat was taken, waiting for Crowe to appear and introduce the film.

The atmosphere was electric and as I sat there soaking it all up, it occurred to me that not only was this regional premiere the best piece of marketing Paramount could have done for the film, but that if more studios were to do this, it could play a pivotal part in reviving the importance of the cinematic experience.

Image taken at the Cardiff Premiere. Me and Adelle can be barely made out two rows behind the bars.

Now that people have the technology and means readily available to them, where they can watch a film in the comfort of their home, for free, and usually long before its official UK release date, the value of the cinematic experience has never been more important.

Live streaming of music gigs, theatre productions and even television shows such as Doctor Who have all helped draw people back to the cinema, so why not utilise the star power of a film to get more bums in seats.

To see a film being introduced by your favourite actor or actress, or to get involved in a Q&A session with your favourite director or writer would not only satisfy the elitist film-goers out there, but bring in a whole new audience of people who may not usually go to the cinema.

And let’s face it, it’s not as if these stars don’t get paid to do things like this so why not make it a contractual obligation that they have to make appearences to promote the film they sign up for.

I’ve always loved the cinema and would choose to be sat in a big, loud screen over watching a grainy-looking film on a laptop, but at a time where people need more of a reason to go to the pictures, these regional premieres may very well play a key role in getting the public excited about film once again.

What are your thoughts on the above? Have you had a chance to attend a regional premiere and if so how was it? Feel free to leave your comments below.



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