In a strategic move set to provide added momentum for the UK cinema industry, CinemaNext and Mustard Studio have announced a strategic partnership. This collaboration aims to address the pressing challenges faced particularly by small and independent cinema operators, offering innovative solutions to boost audience engagement and business sustainability.
CinemaNext, renowned in both the UK and in the rest of EMEA and North America for its expertise in cinema development and project management, is joining forces with Mustard Studio, a company launched in 2020 that specialises in enhancing cinema branding, customer service, audience development, and business strategies. This collaboration brings together technical know-how and creative marketing acumen, offering a holistic approach to cinema revitalisation.
Jordan Bedding, head of CinemaNext UK & Ireland, expressed enthusiasm about the partnership: "Our collaboration with Mustard Studio represents a significant step forward in addressing the evolving needs of the UK cinema industry. By combining CinemaNext's technical expertise with Mustard Studio's creative approach to audience engagement, we're offering cinema operators a comprehensive toolkit to not just survive but thrive in today's challenging market. We believe this partnership will play a crucial role in shaping the future of cinema experiences in the UK."
A Timely Alliance for Tailored Solutions
The partnership comes at a crucial juncture for the UK cinema sector. A recent report from the Independent Cinema Office (ICO) paints a sobering picture: 61% of operators are struggling to meet income targets, while 76% project a decline in admissions compared to previous years. Perhaps most tellingly, 87% of cinema operators identify increasing audiences as their top priority for the next three years.
The partnership will offer a range of services designed to meet the diverse needs of cinema operators:
- Multi-purpose Auditorium Development: Recognising the need for flexibility, the collaboration will offer solutions to transform traditional cinema spaces into versatile venues capable of hosting comedy shows, acoustic music sets, poetry slams, DJ sets and gaming events.
- Tiered Service Packages: Three levels of service packages will be available, ranging from off-the-shelf solutions to bespoke, comprehensive plans. These packages will combine technical specifications with audience and marketing strategies.
- Support for Local Authorities and Developers: The partnership will assist in defining specifications to make new cinema spaces attractive to potential operators.
- Comprehensive Services for Solo Operators: New operators will benefit from a cohesive proposal that covers technical aspects as well as branding, audience development, and strategic business components.
The partnership thus seeks to give cinema operators the tools to thrive as the industry continues to evolve.
A Vision for the Future
Mandy Kean, Co-founder and CEO of Mustard Studio, brings her experience as International Director of Cinema at Soho House & Co and running the world-renowned Electric Cinema brand to the partnership. Her recent completion of the Oxford Leading Sustainable Organisations Programme aligns with the collaboration's goal to create sustainable and accessible cinema experiences.
Kate Gerova, Co-founder and Creative Director of Mustard Studio, contributes her expertise in cultural cinema, brand identity, and audience strategies. Her experience at Curzon Cinemas as Director of Brand and Marketing has equipped her with a great understanding of how to align brand development with customer needs, ensuring that Mustard Studio delivers compelling and memorable cinema experiences.
CinemaNext has over the past decade established itself as the leading go-to vendor for installations, refurbishments, and upgrades across the spectrum of cinema operators in the UK. Their portfolio includes projects for small to medium operators such as The Garden Cinema in London (one site) and The Living Room Cinema (two locations), as well as larger circuits like Curzon Cinemas and Reel Cinemas. This wide-ranging experience uniquely positions CinemaNext to understand and address the varied needs of the UK cinema landscape.
Looking Ahead
As the UK cinema industry faces ever-evolving challenges, the CinemaNext and Mustard Studio collaboration offers a clear way ahead through uncertain times. By combining technical innovation with creative marketing strategies and support for diverse cinema operators, this initiative aims to help cinemas adapt to changing audience expectations, diversify their offerings, and build stronger foundations for the future.
In an era where streaming services have become the norm in home entertainment, these collaborations recognise the unique value proposition of the cinema experience. By helping operators create more flexible, engaging, and community-oriented spaces, CinemaNext and its partners are not just aiming to increase admissions – they're working to redefine what it means to go to the movies in the 21st century, supporting the entire spectrum of UK cinema from independent arthouse venues to larger circuits.
Download the full report "Reimagining Cinema" here: .
Visit Mustard Studio to learn more about the partnership.
CinemaNext and Mustard Studio Join Forces to Boost UK Cinemas