Reviving the Cinema Experience: Insights from the Inside of Nova
With Caitlin Pettit (she/her)
Written and interviewed by Isaac Dale (he/him)
Naarm
In this interview, we sit down with Caitlin Pettit, the visionary Head of Marketing at Cinema Nova, to delve into her unique insights on the evolving landscape of cinema-going. With a career steeped in a profound love for film and a dedication to bridging the gap between audiences and the cinematic experience, Caitlin offers invaluable perspectives on the challenges and triumphs faced by the industry. From navigating the surging popularity of streaming services to crafting immersive cinema events that resonate with audiences, her expertise sheds light on the resilience and ingenuity required to keep the magic of the silver screen alive.
In recent years, the emergence of streaming services has sparked a debate about the future of cinema. Many people question why they should leave the comfort of their own homes, pay over $20 for a movie ticket, and spend the same amount on popcorn and drinks when they can subscribe to platforms like Netflix for just $10.99 a month and gain access to a vast digital library of over 3800 films. With the added benefit of new releases arriving on streaming services within a maximum of three months after their cinema debut, the appeal of traditional moviegoing has been challenged.
The impact of the COVID-19 pandemic further compounded this issue, as cinemas were forced to shut down, and people were confined to their homes. Within the industry, there was a growing concern that traditional forms of film entertainment might be facing their end. Attendance numbers plummeted to an all-time low of 37% in 2021, as reported by Screen Australia. Though there was a slight improvement to 51% in 2022, it remained far below the average of 69.66% from the years 2010 to 2018. (Statistics from Screen Australia)
However, a turning point occurred on July 20th, bringing hope to the cinema industry. The HOYTS cinema chain, for instance, entertained over 550,000 guests across 58 cinema sites from the 20th to the 24th of July, thanks to the efforts of "Barbenhmeir". This surge in attendance signalled a significant shift in the reasons why people choose to watch movies in theatres. No longer simply a way to pass the time or fill a gap in their day, moviegoers are now justifying spending money on an art form.
This change in perspective came at an opportune time, coinciding with the Melbourne Film Festival, scheduled from the 3rd to the 20th of August. This intake of both the mass and niche had more people back in the theatre and talking movies, in years. Demure recognizes and values a renewed sense of appreciation for the unsung heroes working tirelessly to ensure the survival of cinema as an art form. Now we get their perspective.
Caitlin believes that despite the surging popularity of streaming services, traditional cinemas continue to hold a special place in people's hearts. She notes, "there’s always been dips when new technology is introduced... cinemas have persevered and adapted." Caitlin's observations span decades, acknowledging the cycles of technological disruption from broadcast television to DVDs. While she appreciates the convenience of on-demand streaming, she astutely points out the overwhelming abundance of content. This sometimes leads to decision fatigue, where viewers spend more time scrolling through options than actually watching:
“I can’t count the number of times I’ve started a movie and turned it off within the first fifteen minutes because it didn’t grab me quickly enough. I would never walk out of a cinema fifteen minutes in. There’s just something about movie theatres and the social contract to sit and engage and not check your phone or talk or disrupt the film-watching process that really helps films click for me. I’m so much more willing to give something a chance.”
One of Caitlin's core beliefs is in the unique experience that cinemas offer. She highlights, "There’s just something about movie theatres and the social contract to sit and engage... that really helps films click for me." For her, the act of physically going to the movies sets it apart from watching at home - The atmosphere, creative space, and passionate staff all contribute to the magic. It's a collective experience, where the shared focus on the film creates a sense of immersion that's hard to replicate elsewhere. Caitlin appreciates the ritualistic aspect of cinema-going, where distractions are set aside, and the audience collectively submits to the narrative unfolding on screen.
In terms of her role, Caitlin sees herself as a connector between films and their audience. She says, "It’s all about discovering what makes a film special or unique, what kind of people will be drawn to it, and then helping them to discover it." Her fulfilment comes from knowing that her work may lead someone to a transformative cinematic experience. Caitlin's role extends beyond mere marketing; it's about curating experiences that resonate with audiences on a personal level. This approach acknowledges the diverse tastes and preferences of cinema-goers, seeking to match them with films that will leave a lasting impact:
“These are often titles available on streaming and yet people choose to join us to celebrate their love of a certain film on the big screen. There’s something special about sitting in a room full of people with a similar love for a film and screaming out your favourite lines and laughing and crying together. It heightens the experience and there’s such a strong feeling of solidarity.”
Caitlin emphasises the sense of community at Cinema Nova. She says, "We’re always engaging with the community... There’s this fierce solidarity between arts organisations." Her words reflect the collaborative spirit that permeates the arts community. The interconnectedness of various organisations creates a supportive ecosystem, where each entity contributes to a vibrant cultural landscape. Caitlin highlights how Nova's location on Lygon Street, the heart of Carlton, fosters a sense of community, with neighbouring establishments forming a network of mutual support. This sense of belonging adds an extra dimension to the Cinema Nova experience, making it not just a place to watch films, but a hub of cultural engagement:
Describing Cinema Nova, Caitlin paints a vivid picture of nostalgia and warmth:
"Nova has a very 90s feel; flyers and physical memorabilia to take home with you; big cushy cinema seats; DEEP PURPLE CARPET. movie posters covering every surface of the walls. To me, the space feels so warm and inviting and creative. And our front-of-house team at Nova are the best. Most of them are creatives and filmmakers themselves so they really care about the experience of movie-going."
These tactile elements evoke a sense of connection to the cinematic past, a departure from the purely digital experiences of streaming. The physicality of the space contributes to a feeling of immersion and presence, enhancing the overall viewing experience. Caitlin's appreciation extends to the front-of-house team at Nova, a group deeply invested in the cinematic experience. Their genuine enthusiasm and personal recommendations add an extra layer of engagement for visitors.
“A huge part of my job is research research research. Reading reviews (professional critics and Letterboxd alike), watching trailers, trawling through stills, reading press releases and marketing briefs to get a sense of the film’s tone and its message. Often, I find it helpful to think of comparative titles that I have seen that I can use to figure out the kind of person I think will enjoy or resonate with it most. I always try to be cautious about stereotyping, particularly when it comes to demographic segmentation like gender or age.”
Addressing the impact of streaming services on marketing strategies, Caitlin emphasises the importance of prioritising the film itself. She says, "The most important thing first and foremost is the film itself... It’s less about giving the customer something 'extra' and more about creating the environment in which they’ll watch the film." Caitlin's approach underscores the significance of the film as the centrepiece of the cinematic experience. While supplementary events and experiences can enhance the viewing, they should always serve to elevate the film, rather than overshadow it. This philosophy ensures that the core of the cinematic experience remains intact, even in the face of evolving technologies.
Caitlin and her team at Cinema Nova have embraced the power of nostalgia and interactive cinema experiences. She points out the success of events like the Overnight Twilight Marathons and anniversary screenings, most recently Jane Campion’s The Piano over the weekend, where attendees come together to celebrate their love for certain films on the big screen. These events tap into the emotional connections that audiences have with specific films, turning them into communal celebrations. This approach recognizes that cinema-going is not just about watching a film; it's about sharing an experience with a community of like-minded individuals:
Addressing the impact of streaming services on marketing strategies, Caitlin emphasises the importance of prioritising the film itself. She says, "The most important thing first and foremost is the film itself... It’s less about giving the customer something 'extra' and more about creating the environment in which they’ll watch the film." Caitlin's approach underscores the significance of the film as the centrepiece of the cinematic experience. While supplementary events and experiences can enhance the viewing, they should always serve to elevate the film, rather than overshadow it. This philosophy ensures that the core of the cinematic experience remains intact, even in the face of evolving technologies.
“I felt it from the first day working here! The restaurants, the cafes, Readings! Everything is connected and we all rely on each other. It’s such an invigorating space – from the groups of older women getting cake at Brunettis and popping upstairs to Nova for a matinee, to the classic drinks > Readings > Nova night out.”
Caitlin Pettit's insights shed light on the enduring appeal of traditional cinema-going and the innovative strategies employed by Cinema Nova to keep the magic of the silver screen alive. Her dedication to connecting films with their audience and fostering a sense of community exemplifies the vital role she plays in the cinematic experience. By prioritising the film, embracing nostalgia, and cultivating a strong sense of belonging, Caitlin and her team at Cinema Nova have created a space where cinema-going feels like a cherished tradition rather than just a leisure activity. They've managed to transport their audience into a realm where every screening is an immersive experience, weaving together the magic of storytelling with the comfort of a familiar environment. This unique approach has not only revitalised the local film community but also fostered a deep connection among cinephiles, turning Cinema Nova into a beacon for all who seek a true celebration of the cinematic art form.