Daniel Laverick interviews Jane Travis, the Marketing and Development Officer at The Metro Cinema in Derby. (www.metrocinema.org.uk)
What does the Metro offer the cinemagoers of Derby that the
multiplexes don’t?
 For over 25 years, Metro has offered the best in world cinema to the people of Derbyshire and beyond. We screen over 200 titles from around 20 different countries each year, with a mixture of subtitled and non-subtitled films. These titles are often the type of independent work that multiplexes wouldn't consider screening; films which won't necessarily guarantee a high profit through ticket sales, yet are a fantastic example of contemporary filmmaking and visual art.
Metro champions these titles, promoting newcomers to the film scene and touring titles that are considered ‘non-mainstream'. Equally as important, Metro offers cinemagoers guest introductions to films, using film and subject experts from around the country to give brief talks before a film, that can enhance the understanding and enjoyment of a film.
Metro also has a regular programme offering screenings for community groups including young deaf people, children with autism, adults with complex needs, and various schools groups, marking the cinema as a flagship arts venue in Derbyshire – and within the East Midlands.
Your ‘special event’ screenings, that sometimes include food and a
guest speaker, seem to be very popular with the Metro’s patrons. Do
you see these evenings as essential in providing a different kind of
cinematic experience to that of the generic multiplex cinema?
We have been delighted with the success of the cinema's special evenings - in particular during recent times, where Metro has teamed with local fine food store Soul Deli and had complementary food to offer people before a film, tying the food in with the theme of the film where possible. Offering customers more than just a film is very important to keep support for the cinema, thank the loyalty of customers, and simply provide a more enjoyable evening. People who attend Metro's introduced events often feel that they leave the cinema with a greater understanding of the title they went to see. Whether the introduction sparked questions, agreement or debates among them, the most important thing for Metro is that it gets our customers talking about film, which is what the cinema strives to promote. Offering food and drink at a special event also helps generate positive debate about contemporary film and independent cinema, brings groups of people together who have similar interests, and creates a relaxed, sociable atmosphere within Metro.
Are there any future expansion plans for the Metro? How do you see
the Metro evolving? (Is the Metro going digital for example?)
As I am sure you are aware, Metro is soon to undergo major change when the cinema merges with local Derby art organisation Q Arts to create a brand new visual arts and media centre. Later this year, the two arts venues will be combining to form Quad - a flagship arts and media centre to be built on the edge of Derby city centre's Market Place. This is a hugely exciting and positive step for Metro and Q Arts - for the venues will be not only moving to a more accessible
location, but the new building will include features such as two new cinemas with the latest projection technology, a state of the art gallery, workshops for both art and filmmaking classes, editing suites, performance space and (for Metro especially) a much needed cafe and restaurant area. For more information about Quad, please visit www.derbyquad.co.uk
How do you regard the Metro’s position in the local community? Do you have initiatives in place that inject a sense of film culture into the region?
 Metro is deeply integrated in the local community - with regular screenings and programmes tailored for community groups including young deaf people, children with autism and adults with complex needs from around Derby and the county. There are also regular monthly screenings for parents of babies under 1 year old - called Cine Babies - allowing mums and dads who might not always be able to
enjoy trips out to the cinema with a young child, to do just that. (The cinema is adjusted to meet the requirements of parents and babies; for example low lighting, lower sound of the film, baby changing facilities and bottle warmers...).
As for injecting a "sense of film culture" to the region, well, Metro has regular cult nights, music events, film courses and of course the guest lecturers that add so much more than just going to a cinema to watch a film. By screening such a diverse range of films from around the world, including touring seasons and one-off specials, Metro opens up the world of independent cinema in Derbyshire and further afield to anyone interested.
What kind of audience does the Metro attract?
A varied audience - from young people to senior citizens. From Metro's last audience survey, the cinema's 'average visitor' is aged 40 - 60 and lives within a 5-mile radius of Derby. However, with a wider range of programmes and events now taking place each month, there is a varying range of audience that come through Metro's doors - for example, we have more children of school age coming to events, with our Education Officer's growing programme of events and
screenings. The cinema really does attract a diverse audience, who enjoy the wide range of film titles the cinema has to offer.
How important is the continuation and development of special Events and specialist screenings in the future success of the Metro?
Invaluable. Its diverse programme of titles, special events and screenings are what make Metro stand out above other mainstream cinemas. By continuing to develop these events, Metro is seeking to widen the audience coming to see the latest in world cinema and cult classics and, in return, increasing the range of material screened at the cinema and enriching the cultural experiences of people in Derby and beyond.
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