When Cinema Succeeds

I’m a fan of photography, of DSLR in cinematography, of time-lapse and slow motion. Having seen a trailer for a documentary which used all these techniques I ended up booking tickets and heading into the heart of Central London to the Institute Of Contemporary Arts, one of only two places in London showing the feature. The Chasing Ice documentary follows the progression of the Extreme Ice Surveyors over a period of years. And what it shows is spectacular:

Their pioneering work of constructing a way to photograph icebergs and landscapes over a period of years is something the world hasn’t seen before. What they achieve is a way of showing that our world doesn’t follow the pattern we expect throughout our four seasons. The icebergs and poles don’t “grow, shrink, grow, shrink” as you’d expect. It’s more “shrink, shrink, shrink, shrink“. This documentary clearly shows it. And just for reference, that rock of ice that breaks and churns in the opening of the trailer is about half the size of Manhattan.

However, this blog isn’t a piece for or against the argument of “climate change”. What I actually wanted to write about is something far more basic, and less of a political storm. A few days ago I wrote on the failures of the local Odeon Cinema to reach the basic standard I expected from such a chain, citing poor upkeep and baffling design to their screening rooms. In order to accommodate more screens (and in turn take more money) it appears they’re sacrificing the real cinema experience for profit. I still await their reply. Less “Fanatical About Film“, more “Fanatical About Profit, Less So On The Customer“. But that’d probably be too long for their billboards.

But the Institute Of Contemporary Arts succeeded where Odeon Cinema clearly failed. The ICA has only two screens, they have old fashioned movie theatre chairs (in sensible solid rows), their prices were good, their employees were great, the screen was clear and bright, the sound was perfect and it was packed to the rafters (literally).

So take note, Odeon! Some people like the idea of running their own pub or hotel. I might just run my own cinema just to be your competition…

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About Mercian Media

My name is Alex, and I work in the Film and TV industry. I work freelance for various employers on several shows including Big Brother, Celebrity Big Brother, Sky News, Sky Sports, London Live, Bloomberg and QVC. All views are my own.

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