Family Friendly Film Festival 2010 Evaluation Published by All About Audiences September 2010 This Family Friendly Film Festival aimed to introduce new families to cultural venues which they may not have normally visited by creating an exciting, affordable holiday experience. Running from the 30th July – 5th August 2010, comprising 52 events at 20 venues in Greater Manchester. The festival showcased films and activities across twenty different arts venues around the city and beyond. The Audience Agency is a not-for-profit organisation created out of the merger between All About Audiences and Audiences London Plus in 2012. © The Audience Agency 2013 FamilyFriendlyFilmFestival2010Evaluation September2010 FamilyFriendlyFilmFestivalEvaluation2010 2 Contents FamilyFriendlyFilmFestival2010Evaluation....................................................................... 1 Contents ................................................................................................................................... 3 Introduction .............................................................................................................................. 5 EvaluationAims&Objectives .......................................................................................................... 6 Methodology ..................................................................................................................................... 6 ExecutiveSummary.......................................................................................................................... 9 Attendance.............................................................................................................................. 11 CrossAttendanceatEvents........................................................................................................... 13 AudienceProfiles................................................................................................................... 14 ArtsEngagement............................................................................................................................ 14 ArtsAudiences:Insight................................................................................................................... 16 GroupProfiles................................................................................................................................. 18 Location .......................................................................................................................................... 20 AudienceBehaviour............................................................................................................... 21 Motivations ..................................................................................................................................... 21 Barriers ........................................................................................................................................... 23 Marketing&Communications ........................................................................................................ 24 Programming .................................................................................................................................. 24 Venue&Facilities........................................................................................................................... 25 Experiences.................................................................................................................................... 26 Impacts ........................................................................................................................................... 28 Marketing ................................................................................................................................ 30 MediaExposure.............................................................................................................................. 31 Webstatistics/onlinepresence....................................................................................................... 33 Appendix1:DFAFArchiveResults....................................................................................... 34 Appendix2:ArtsAudiencesInsightSegments ................................................................... 36 HighlyEngaged .............................................................................................................................. 36 Appendix3:LocalMapping................................................................................................... 39 FamilyFriendlyFilmFestivalEvaluation2010 3 ManchesterVenues........................................................................................................................ 39 BoltonMuseum,Aquarium&Archives........................................................................................... 40 BuryVenues ................................................................................................................................... 41 SalfordMuseum&ArtGallery........................................................................................................ 42 StockportPlaza .............................................................................................................................. 43 WatersideArtsCentre .................................................................................................................... 44 TurnpikeGallery ............................................................................................................................. 45 Appendix4:FavouriteMemories ................................................................................................... 46 Appendix5:OtherComments........................................................................................................ 57 FamilyFriendlyFilmFestivalEvaluation2010 4 Introduction ‘Fantastic,inclusive,accessibleprogramme’ ‘Fabulousevent-weareveryluckyinManchester!’ ThefifthFamilyFriendlyFilmFestivalranfrom30th Julyto15 th August2010,comprisingof52 eventsat20venuesinGreaterManchester.TheFestivalwasextendedfrom10daysin2009to17 daysin2010with18extraeventsinresponsetodemandfromvisitorslastyearwithalotof feedbacksuchas ‘NoticketsleftwhenIheardabouttheFestival’ and ‘Wewantedtogotoothersbut werealreadyfullbooked’ . Withaseriesofshortfilmsespeciallychosenforunder5’salongsideclassicssuchasTheRed ShoesandTheGeneral,therewasalsotheopportunitytositoutsidetowatchMadagascar,Spirited AwayorUpatScreenfieldsortogetmoreactivelyinvolvedinthemeddayslikeDanceDayat WatersideArtsCentre,wherechildrencouldlearnadanceroutineandwatchHighSchoolMusical2, orFishyFridayatBoltonMuseum,ArchiveandAquariumwherechildrencouldfeedlivefishand watchaDisneyclassic,TheLittleMermaid.Ontopofthis,therewereUKpremieresofinternational kids’andteens’filmsintheGetGlobalseriesatTheManchesterMuseumandthechancetocatch somebetter-knownhitfilmswithdaysbasedaroundAliceInWonderlandandFantasticMrFox amongstothers. ‘It'sgreatandwehopefundingcontinuestoallowittogoaheadfor2011’ ‘whatanabsolutelybrilliantfestival!morenextyearplease!’ FamilyFriendlyFilmFestivalEvaluation2010 5 EvaluationAims&Objectives ‘Excellentfestival,whichhasmadeusrealisewhatlovelyvenueswehaveonour doorstep.Manythanks.’ ‘It'sgreat!Wedon'thavemoneytogotothecinemausuallysothisisarealopportunity forusThanks!’ ‘Thisisafantasticevent,Ihadafantasticdaywithmysonbeingcreativefora reasonableamountofmoney.Wellworththeticketcost.Fantastic.’ ‘Givingfamiliesthechancetoenjoyafilmwhootherwisemightnotbeabletoaffordto gotothecinemaisafantasticideaandwillonlyenhanceManchester'sreputationasa placetovisit.’ TheFamilyFriendlyFilmFestivalaimstocreateanexciting,affordableholidayexperiencefor familiestosharebyshowcasingfilmsandactivitiesinarangeofartsvenuesaroundGreater Manchesterandtobringinnewaudiencesintoartsvenueswhowouldnototherwisevisit. ThisevaluationoftheFFFF10aimstoshowthat: • TheFestivalisvaluedbyitsaudiences,andthatthereisademandforittoberepeatedin futureyears • ThatnewaudiencesaredrawntoboththeFestivalandtothevenuesthatitshows screeningsin • TheFestivalcreatesasharedexperienceforfamiliestoenjoytogether • TheaffordabilityoftheFestivalisafactorinitssuccess • ThattheFestivalprovidesbenefitsforartsvenuesinGreaterManchesterbyencouraging newaudiencestoengagewiththem,andtoreturnindependentlyoncetheFestivalhas finished. Methodology Ateachevent,volunteersdistributedpapersurveystoaudiencesandaskedthemtocompletethem, emphasisingthatfeedbackisvaluedasawayoflearningandimprovingtheFestival.Anincentiveof afamilynightoutinGreaterManchesterwasoffered. 575responseswerecollectedfromthepapersurvey.Thesurveywassplitsothatthose respondentswhohadpreviouslygivenfeedbackontheeventwereonlyaskedtofeedbackonthe eventitself,ratherthanrepeatingtheirfeedbackonthefestivalasawhole. Thebelowtablesshowatwhicheventsrespondentswereansweringat,whenlookingatthese figuresitshouldbetakenintoaccountthatthesurveystendedtorepresentagroupof4peopleon FamilyFriendlyFilmFestivalEvaluation2010 6 average,andusingthisaveragegroupsizewecanalsocalculatedthatthesurveyresponses reflectedroughly2,300visitorstotheFestivalwhichis31%ofthe7,431totalvisitors. Event Responses GreekMyths&Legends–Jason&TheArgonauts@ManchesterArtGallery 27 FishyFriday@BoltonMuseum 14 OpeningNight-Sorcerer’sApprentice@Odeon 9 FirstFlicks@ManchesterMuseum 13 ElephantDay@BoltonMuseum 13 SeriouslySuperShorts@ManchesterMuseum 24 FilmClubGala–Tinkerbell@Odeon 8 LaCitadelleAsiegee@ManchesterMuseum