Our Young Audiences Scheme (YAS) is designed to fund the creation or enhancement of an offer for young (15-30 year old) people at your venue or festival.
In an age of personal curation, increasingly ‘online’ cultural conversations and niche cultural subgenres, it can be difficult to know where to start, and how to engage this elusive audience.
Young people are acutely politically and socially aware and hungry for new content, and the most successful approaches to audience development harness this burgeoning energy in radical ways: handing over creative projects, creating accessible and open spaces, and programmes that reflect a diverse breadth of cinematic voices and experiences. YAS funding can support you in creating marketing materials, branding, promotional items (i.e. membership cards!) and outreach for your project.
Here are a few of our YAS recipients so far. If you’d like to talk to us about an application, get in touch!
Inverness Film Festival
Project Support: IFF Perspectives
Inverness Film Festival ‘Perspectives’ is a project to create a blog for the 2019 festival, commissioning writing from young people and under-represented groups to provide a platform for a range of digital content before, during and after the film festival. Project Coordinator Neil Hepburn worked with the writers to commission pieces on The Lighthouse, Portrait of a Lady on Fire, Terrence Malick and interviews with Elizabeth Sankey and Neil Brand.The project complements Eden Court’s existing Under-26 ticket price of £5, aiming to increase engagement with the festival and wider cinema programme year-round. You can read IFF Perspectives here.
Marketing Support: Pay-What-You-Can Pricing
The MacRobert launched their hugely successful Pay-What-You-Can ticket pricing in March 2019 with audiences encouraged to choose the amount most suited to their financial circumstances: £4.50, £6.50 or £8.50. The MacRobert hopes to reach more students and alumni of Stirling University and Forth Valley College, a huge potential audience on the cinema’s doorstep, with new marketing materials, online advertising and an increased presence at Freshers’ Fairs and events.
Glasgow Film Theatre (GFT)
Marketing Support: 15-25 Card
YAS funding will be utilised to refresh the GFT’s existing 15-25 Card brand; a new design identity and investment in promoting membership through paid-for advertising and editorial and increased marketing via Glasgow Film’s channels (e-newsletters, social media, in-cinema advertising and website). The extra support from YAS will help the benefits of the card reach more young people, and increase the team’s capacity for engaging Glasgow’s young audiences in both the regular GFT and Glasgow Film Festival programme.