Event cinema sometimes called alternative content cinema or livecasts refers to the use of

movie theater A movie theater (American English) or cinema (English in the Commonwealth of Nations, Commonwealth English), also known as a movie house, cinema hall, picture house, picture theater, the movies, the pictures, or simply theater, is a business ...

s to display a varied range of live and recorded entertainment excluding traditional films, such as

sport Sport is a physical activity or game, often Competition, competitive and organization, organized, that maintains or improves physical ability and skills. Sport may provide enjoyment to participants and entertainment to spectators. The numbe ...

opera Opera is a form of History of theatre#European theatre, Western theatre in which music is a fundamental component and dramatic roles are taken by Singing, singers. Such a "work" (the literal translation of the Italian word "opera") is typically ...

musicals Musical theatre is a form of theatrical performance that combines songs, spoken dialogue, acting and dance. The story and emotional content of a musical – humor, pathos, love, anger – are communicated through words, music, movement ...

ballet Ballet () is a type of performance dance that originated during the Italian Renaissance in the fifteenth century and later developed into a concert dance form in France and Russia. It has since become a widespread and highly technical form of ...

music Music is the arrangement of sound to create some combination of Musical form, form, harmony, melody, rhythm, or otherwise Musical expression, expressive content. Music is generally agreed to be a cultural universal that is present in all hum ...

, one-off TV specials,

current affairs Current affairs may refer to: News * ''Current Affairs'' (magazine) a bimonthly American magazine of culture and politics. * Current affairs (news format), a genre of broadcast journalism * ''Current Affairs'', former name for ''Behind the News' ...

comedy Comedy is a genre of dramatic works intended to be humorous or amusing by inducing laughter, especially in theatre, film, stand-up comedy, television, radio, books, or any other entertainment medium. Origins Comedy originated in ancient Greec ...

and religious services.

History and development

Event Cinema was set up at the start of the century with rock concerts by Bon Jovi (2001), David Bowie (2003), and Robbie Williams (2005) bringing non-film audiences into cinemas that had newly installed digital equipment. The

Metropolitan Opera The Metropolitan Opera is an American opera company based in New York City, currently resident at the Metropolitan Opera House (Lincoln Center), Metropolitan Opera House at Lincoln Center, situated on the Upper West Side of Manhattan. Referred ...

New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...

through their partnership with

Fathom Events Fathom Events is an entertainment content provider that broadcasts entertainment events in movie theaters throughout the United States, including Metropolitan Opera Live in HD, the performing arts, major sporting events, and music concerts. The ...

is acknowledged as the trailblazer in this area, aggressively seeking out new markets and setting high standards for live broadcasts via satellite. Emulated by other

opera house An opera house is a theater building used for performances of opera. Like many theaters, it usually includes a stage, an orchestra pit, audience seating, backstage facilities for costumes and building sets, as well as offices for the institut ...

s worldwide such as the

Royal Opera House The Royal Opera House (ROH) is a theatre in Covent Garden, central London. The building is often referred to as simply Covent Garden, after a previous use of the site. The ROH is the main home of The Royal Opera, The Royal Ballet, and the Orch ...

following a close second,

Glyndebourne Glyndebourne () is an English country house, the site of an opera house that, since 1934, has been the venue for the annual Glyndebourne Festival Opera. The house, located near Lewes in East Sussex, England, is thought to be about six hundre ...

La Scala La Scala (, , ; officially , ) is a historic opera house in Milan, Milan, Italy. The theatre was inaugurated on 3 August 1778 and was originally known as (, which previously was Santa Maria della Scala, Milan, a church). The premiere performa ...

and the

Sydney Opera House The Sydney Opera House is a multi-venue Performing arts center, performing arts centre in Sydney, New South Wales, Australia. Located on the foreshore of Sydney Harbour, it is widely regarded as one of the world's most famous and distinctive b ...

the genre of opera within the 'Event Cinema' industry has been a huge success, and has brought new, younger audiences into cash-strapped opera houses depended on state funding and wealthy benefactors for the first time - an unforeseen and happy consequence of digitisation. Ballet and theater have also been very successful, as have rock concerts, both live and recorded. The UK's National Theatre has been a huge success here with their season of live broadcasts under the banner 'NT Live', featuring big name casts such as

Helen Mirren Dame Helen Mirren (; born Ilyena Lydia Vasilievna Mironov; 26 July 1945) is an English actor. With a career spanning over six decades of Helen Mirren on screen and stage, screen and stage, List of awards and nominations received by Helen Mirre ...

, whose recent turn as

Queen Elizabeth II Elizabeth II (Elizabeth Alexandra Mary; 21 April 19268 September 2022) was Queen of the United Kingdom and other Commonwealth realms from 6 February 1952 until Death and state funeral of Elizabeth II, her death in 2022. ...

in The Audience was a sell out everywhere. (This was in partnership with another West End theatre and the NT are keen to help other theatres maximise their potential through live broadcasts). The Globe and the Royal Shakespeare Company are also producing work for live broadcast and recorded exhibition. As digitisation of cinemas matures, the Event Cinema industry is growing. The strongest territory is the US, followed by the UK and mainland European territories. Latin America is also a very strong market. Recent additions include Pompeii Live, a unique exhibition by the UK's British Museum, featuring celebrities and curators taking the audience on a live tour around the recreated set of Pompeii within the museum itself, and they are also exploring the schools market for the first time, following the live broadcast on June 18 with a daytime broadcast aimed at UK schools for the first time. If successful this will no doubt prove a model for future museums to emulate. An added incentive for exhibitors is the ability to show alternative content, i.e. alternative to mainstream, studio-driven content, such as live special events, sports, pre-show advertising and other digital or video content. In industry terms this has become known as 'Alternative Content', but has recently become known more widely as 'Event Cinema'.

Expanding markets

Some low-budget films that would normally not have a theatrical release because of distribution costs might be shown in smaller engagements than the typical large release studio pictures. The cost of duplicating a digital "print" is very low, so adding more theaters to a release has a small additional cost to the distributor. Movies that start with a small release could scale to a much larger release quickly if they were sufficiently successful, opening up the possibility that smaller movies could achieve

box office A box office or ticket office is a place where ticket (admission), tickets are sold to the public for admission to an event. Patrons may perform the transaction at a countertop, through a hole in a wall or window, or at a Wicket gate, wicket. ...

success previously out of their reach.

Technical specifications

Event Cinema is also finding a market in 3rd world countries in which the higher costs and quality of DCI equipment are not yet affordable, as crucially there are no DCI specifications for Alternative Content as there is in mainstream tudiocontent. This has led to an explosion in the variety of content on offer, but lack of standardisation has led to questionable quality at times. As the industry matures, this lack of regulation is expected to change and there are moves afoot to introduce codes of practice and technical specifications. Recorded content complements mainstream studio content by maximising the 'downtime' that plagues the cinema industry, where screens worldwide spend a large proportion of their time in darkness and cinemas empty. Some cinema chains have targeted pensioners in particular, offering free tea and coffee for afternoon matinees of recorded opera, for example.

Digital Cinema Package A Digital Cinema Package (DCP) is a collection of digital files used to store and convey digital cinema (DC) audio, image, and data streams. The term was popularized by Digital Cinema Initiatives, Digital Cinema Initiatives, LLC in its original ...

s (DCPs) have been useful to cinemas not yet equipped with satellite broadcasting capability and has enabled exhibitors to build their Event Cinema audience, which is not generally the 18-24 demographic that multiplexes are targeting.

New Audiences

Event Cinema has seen a return of an older, affluent audience, previously turned off by the multiplex experience, and cinemas are starting to capitalise on this by offering waiter-serviced, high class finger food and alcoholic beverages, complete with bars and restaurants, a world away from the traditional popcorn/soft drink model; art house cinemas are increasingly marketing themselves as 'destination' venues for an evening's entertainment, somewhere to spend an entire evening, rather than just a couple of hours. As exhibition admissions have plateau'd in recent years due to the explosion in VOD, tablet and mobile content technology, this new revenue stream has been a surprise and welcome addition to the cinema industry, though the US studios have been cautious in embracing the change as yet. The thrill of Live broadcasts means they are generally regarded as more popular than recorded events, but there are exceptions; artists with a loyal cult or teenage following tend to do particularly well in this area, as concert films featuring artists such as the

Grateful Dead The Grateful Dead was an American rock music, rock band formed in Palo Alto, California, in 1965. Known for their eclectic style that fused elements of rock, blues, jazz, Folk music, folk, country music, country, bluegrass music, bluegrass, roc ...

Pearl Jam Pearl Jam is an American Rock music, rock band formed in Seattle, Washington, in 1990. One of the key bands in the grunge, grunge movement of the early 1990s, Pearl Jam has outsold and outlasted many of its contemporaries from the early 1990s, ...

JLS JLS (initialism for Jack the Lad Swing) are a British boy band consisting of members Aston Merrygold, Oritsé Williams, Marvin Humes, and JB Gill; Williams formed the band. They initially signed with Tracklacers production company New Tr ...

Led Zeppelin Led Zeppelin were an English rock music, rock band formed in London in 1968. The band comprised vocalist Robert Plant, guitarist Jimmy Page, bassist-keyboardist John Paul Jones (musician), John Paul Jones and drummer John Bonham. With a he ...

and the

Rolling Stones The Rolling Stones are an English Rock music, rock band formed in London in 1962. Active for over six decades, they are one of the most popular, influential, and enduring bands of the Album era, rock era. In the early 1960s, the band pione ...

have shown.

The Future

As more and more distributors are emerging, offering an increasingly broad range of content to cinemas worldwide, the landscape itself is shifting: screen advertising companies, technical providers, and exhibitors themselves are reinventing themselves as Alternative Content or Event Cinema distributors, and the industry is witnessing a re-evaluation of business models and practices worldwide. Predictions are that this industry could be work in excess of US$1bn by 2015. An illustration of the growth of this industry is the news the establishment of a European trade association promoting the industry to the general public and supporting those involved in it and the Event Cinema Association.

References