By Travis Johnson
While the industry regularly ties itself in knots over box office receipts and the whittling effect that emerging viewing technologies have on the continuing viability of theatrical exhibition, there’s one sector of the cinematic experience that is growing in leaps and bounds. Alternative cinema content (ACC) is the umbrella term of anything exhibited in a cinema that falls outside the usual boundaries of what we call film. In general, it refers to live captured – and usually live-streamed – performances: theatre, opera, ballet, concerts and the like.
Speaking at the Australian International Movie Convention today, CinemaLive director Janelle Mason underlined the importance of alternate cinema content, in particular the showcasing of fine arts. As an example, a single concert by Dutch violinist and composer Andre Rieu generated $1.451 million at the Australian box office. In the UK, which leads Europe in alternative content, fine arts account for 75% of all ACC revenue.
Australia’s remoteness, coupled with differing time zones, presents significant scheduling challenges for international live streams, but as exhibitors struggle to attract audiences to the theatre, this is one area of growth that cannot be ignored.
