Struggling cinemas hope for Bridget Jones boost

The Carlton Cinema in Westgate is one of a number of independent venues set to benefit from the release of the Bridget Jones movie

Independent cinemas are hoping for a bumper Valentine's weekend with the release of the new Bridget Jones movie as the industry continues to struggle with cost of living pressures.

While it is hoped the film - which opens in the UK on Friday - will do good business at the box office, some cinema owners and operators have said this is not the norm.

Cost of living pressures, the coronavirus pandemic and the changing streaming landscape have left many smaller venues fearing for their future.

Andrew Eyre from the Stag Theatre in Sevenoaks has a simple message: "If you don't use your local independent cinema, you'll lose it."

The above factors have forced some venues to change tact to stay afloat.

The Kino's general manager Donna Taylor said showing a film like Bridget Jones would put them "on the map"

However, there is a buzz around the latest instalment of screenwriter Helen Fielding's creation.

Donna Taylor, general manager at The Kino in Hawkhurst, said showing Bridget Jones - Mad About the Boy would "put us on the map, bring in lots of revenue and get people talking about where they saw it and how good it was".

Efforts are being made to make the experience as "accessible as possible" through mother-and-baby showings and screenings for school groups.

Louis Boswell, who also works at The Kino, said: "Huge films like this can encourage new faces to come through our doors and visit again another time."

Jo Holmes, manager of the Carlton Cinema in Westgate, admits that cinema is "ebb and flow" at the moment

Jo Holmes, manager of the Carlton Cinema, said there was a "pyjamas and ugly Christmas jumpers" dress code at the Westgate venue for the film.

"Life is hard enough, so she turns up at job interviews [and] the school gates in her PJs. It's very refreshing," she said.

Ms Holmes believes big releases like Bridget Jones represent an opportunity for independent venues - one she hopes to capitalise on with themed events such as "Crafternoons", where people crochet or knit while watching the movie.

Meanwhile, with the Stag Theatre still 15-20% short of pre-pandemic levels, Mr Eyre hopes this latest release will help.

"This weekend will certainly be big for us, it's one of the biggest films and we're hopeful it will help tickets sales," he said.

Times like these emphasise the value of independent cinema, something which Mr Eyre hopes resonates.