DESPITE national media speculation that the cinema industry could experience a tough year in 2012, so far The Capitol in Horsham has received record cinema attendance figures for the first three months of the year.
Thousands of people came through The Capitol’s doors to watch films such as The Iron Lady, War Horse, The Artist and The Best Exotic Marigold Hotel, making this the most successful January to March period for cinema since the venue re-opened its doors with two permanent cinema screens (of which both are now digital) in September 2003.
The Capitol, provided and managed by Horsham District Council, saw customer demand so great for some films that the cinema added extra screenings of them into its programme at the last minute to allow more people to see them.
Back in January, The Capitol launched Family Film Fun, a programme of children’s film screenings for the whole family to enjoy on a Saturday morning.
With both brand new releases and children’s classics from the archives this new addition to the venues programme has proved to be very popular.
Also new for 2012 The Capitol launched its Cinema Loyalty Card Scheme which has been welcomed by the venue’s cinema goers. For every visit to the cinema customers collect stamps, which then get turned into a free ticket on their eighth visit.
The loyalty scheme is just one of the many cinema initiatives available at The Capitol.
In 2011 Movie Mondays were initiated, in which everyone pays just £5* (*3D fees apply) a ticket to see any film at any time on a Monday, this scheme has proved to be a great success with customers choosing to ‘extend their weekend’ and see a film on a Monday.
Other offers include Student Tuesdays, student tickets for just £4 on a Tuesday with a valid student card and also Orange Wednesdays two for one offer.
Since 2009 The Capitol has taken part in The Metropolitan Opera and National Theatre Live via satellite programmes. These screenings make opera and National Theatre productions accessible to local audiences, through live broadcasts into cinemas.
The popularity of these in Horsham continues to increase each season, with many screenings selling out well in advance of the production.
Indeed, The Comedy of Errors starring Lenny Henry sold out so quickly that The Capitol added an Encore screening of the performance to allow people that were unable to get tickets for the ‘live’ screening to watch a recorded version the following week.
The Capitol is now looking forward to some fantastic feature films due for release in the coming months including Salmon Fishing in The Yemen, Marvels The Avengers, Men in Black 3, The Dark Knight Rise and Madagascar 3.
Speaking this week, Cllr Jonathan Chowen, Cabinet Member for Arts, Heritage and Leisure at Horsham District Council, said:
“We need to continue to build on this success while developing new and exciting initiatives for live performances, especially in these challenging financial times.”
For further details and cinema listings log onto www.thecapitolhorsham.com or contact the Box Office on 01403 750220.