Alternative Content

One of the main benefits of digital cinema for exhibitors is the ability to show what is termed 'Alternative Content'. This is essentially anything screening in a cinema that isn't a movie, so anything from concert films, to live operas, to sports events.

Arts Alliance Media is actively involved in sourcing, managing, distributing and promoting Alternative Content.

For exhibitors, this means the chance to attract a new audience to the cinema, and to program events at traditionally quiet times such as midweek evenings.

For audiences, it means the chance to see great events up close and personal, without having to travel hundreds of miles.

Arts Alliance Media started its Alternative Content distribution with a screening of the premiere of Amazing Journey: The Story of The Who in October 2007. The premiere, attended by band members Pete Townshend and Roger Daltry and the filmmakers, was held at Odeon Kensington and broadcast live by satellite to 14 cinemas in the UK as well as several in Europe.

At the beginning of 2008, AAM distributed operas from the world-famous La Scala opera house into cinemas, and are currently working with the Royal Opera House to screen live and recorded operas, ballets and concerts across Europe.