Getting new audiences in the cinema
The National Film and Video Foundation's (NFVF) initiative to take 412 Grade 12 learners to see the film Skin was considered a success by audiences. It took kids to the movies in Kwa-Zulu Natal, Gauteng and the Western Cape as part of its ‘taking cinema to the people' initiative.
This was an experiment as the first film to be distributed by the NFVF under the New Ventures department headed by Ryan Haidarian.
“We are very pleased with the response and sees exercises like the schools outing as key in developing new audiences. To hear how matriculants responded to seeing their own images on the big screen and to marvel at how spectacular the cinema viewing experience was for the majority of whom had never been to the cinema makes it clear that not only did the outing give an opportunity for young South Africans to explore their past, but converted them into live-long cinema goers. We have 412 new cinemagoers from one outing. Imagine what similar initiatives with big blockbusters can do for new audience development,” he said.
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