Aim
Sunderland’s ongoing regeneration and the development of Crown Works Studios presented a unique opportunity to enhance the city’s cultural offerings. To assess the local demand for independent cinema, Spotlight Sunderland commissioned MMC to conduct a comprehensive research study.
Work
MMC employed a mixed-methodology approach to gather data from a diverse range of residents:
- Quantitative Survey: An online survey was distributed through various channels, including workplaces, community groups, email marketing lists, and public events. Over 1000 responses were collected, exceeding the initial target of 400.
- Focus Group: A qualitative focus group was conducted to explore resident perceptions, preferences, and barriers to attending independent films in more depth.
Results
The research provided valuable insights into:
- Resident Interest: A significant portion of Sunderland residents expressed interest in attending independent films, indicating a strong demand for such screenings.
- Barriers to Attendance: Key barriers identified included lack of awareness of what an ‘independent’ film is, limited availability of screenings, and concerns about ticket prices.
- Preferred Venues: Residents expressed a preference for convenient and accessible venues, such as local cinemas, community centers, and cultural hubs.
- Film Preferences: Insights were gathered on the types of independent films that residents were most interested in watching.
By understanding the needs and preferences of Sunderland residents, Spotlight Sunderland was able to develop a strategic plan to enhance the city’s cultural landscape and provide residents with greater access to independent cinema.
