What Went Wrong with the Digital Screen Network

Unless you live in a major city, it’s never been easy getting to see arthouse films in the UK. London may be well served, and the bulk of the foreign language films to reach these shores do get round the larger conurbations, if only briefly. But anywhere else? Not so lucky.

The Digital Screen Network (http://www.ukfilmcouncil.org.uk/dsn) was an attempt by the UK Film Council to tackle this. The idea was to kickstart the growth of digital projection in the UK, enabling smaller films to appear on more screens at once, and encouraging cinemas to play more specialised product, thereby encouraging more people to try them.

It sounded good in theory. 35mm prints are very expensive, and for a lot of foreign language/arthouse films distributors can only afford to risk investing in a handful. This means the films take forever to make their way round the country’s arthouse and indie cinemas, whereas a major Hollywood release can play everywhere at once. And if an art release does start generating word of mouth and becomes unexpectedly popular, there aren’t enough copies to meet public demand. With digital, a hard drive can be sent round any number of cinemas, the film downloaded and played at each one. Popular films can be shown wherever there’s a demand, and the wider distribution encourages mainstream audiences to take a risk on something from beyond Hollywood.

A network of 240 screens was set up, with a new digital projector provided for each participating cinema. The deal was each venue would play an agreed percentage of specialised films in return for this very expensive bit of new kit – one which also allows a variety of other events (noticed any opera, theatre or comedy events showing at your nearest Picturehouse? All thanks to digital). Naturally, a lot of cinemas leaped at this. And that’s where things started to go wrong.

Far more cinemas applied than could be included in the network. And by making the application process competitive – cinemas needed to promise an increasing number of specialised screenings across the 5 year timescale of the scheme – the UKFC encouraged people to make major promises that they wouldn’t have to worry about for a few years. This included some of the UK’s major arthouse venues, as well as independently owned small town venues and multiplexes.

That’s right, multiplexes were included. Now, I’ve no issue with such venues being encouraged to show a wider range of films, but some might question the wisdom of a publically-funded body to subsidise digital conversion for the commercial sector. In addition, I would be very interested to know just how big an increase those venues promised; the UKFC’s definition of ‘specialised’, which you can see at http://www.ukfilmcouncil.org.uk/media/pdf/r/2/Defining_Specialsied_Film_Update_20_04_08_.pdf , is broad enough to include Bollywood (which is utterly mainstream for some venues), as well as the likes of Inglorious Basterds, Fantastic Mr Fox, and Slumdog Millionaire: all product that would have made it to the Odeons and Cineworlds without any encouragement.

But still, you can see the UKFC’s thinking on this. It’s not really where they went wrong. Their mistake – and it’s a massive one – is that having set up the DSN, they then proceeded to do exactly jackshit with it. For about two years.

I’ve spoken to or corresponded with a number of cinema managers about this, and they all tell much the same story. Initially, the UKFC asked for records of specialised films shown by spreadsheet, but that soon stopped, with the promise that all reporting would soon be done over the internet. Then they went quiet. No feedback was received on the programming to date (at least, not to any venue Uncle Frank contacted). No sign of the promised internet reporting. No contact at all over a year.

I don’t think it takes a genius to see that if you want over 200 cinemas to increase their specialised programming – which could potentially be a commercial risk for them – you don’t just leave them to get on with it. You keep an eye on them, you maybe flag up films they might like to consider, keep them up to date with any specialised titles that have proven to do well with audiences. If cinemas are failing to keep up their end of the bargain, you might like to ask them what the problem is, and see if you can come up with a solution. What you do, in other words, is nurture your creation.

But the UKFC didn’t do that. They just clammed up, and left most of the cinemas to assume they’d lost interest and had stopped taking notes.

Eventually, the long-promised online reporting system appeared, and venues were asked to check and confirm a couple of years of programming. Hardly a surprise that many had underperformed, mostly through no fault of their own. And someone at the UKFC must have woken up at around this time, because they started making very bullish noises; Peter Buckingham, the UKFC’s Head of Distribution, was telling industry conferences that “if you don’t meet your contractual commitments, you will lose your digital projector.”

This helpful attitude was carried on to a letter sent out to underperforming cinemas in summer 2009, threatening to find any cinemas failing to meet their required number of specialised screenings in breach of contract, meaning they could lose their digital projector. Having trouble? Need to run popular films to pay the bills? Discovered your audience prefers Mamma Mia and Sex and the City to non-stop arthouse? Tough.

With hindsight, one has to wonder how much of this hard-ass posturing (because nobody seriously believed the UKFC was going to have all these projectors removed from cinemas up and down the country – aside from being a very public admission of the DSN’s failure, it would be a massive pain in the arse) was down to the impending budget cuts at the UKFC, and the publically raised possibility of a merger with the British Film Institute. Were I of a cynical bent, I might wonder if people were suddenly feeling the need to justify their continued employment.

Eventually, the UKFC blinked. Having stated that they would not renegotiate any venues’ contracted specialised levels, they sent out a letter carefully worded so as not to sound like a complete reversal of that position. Instead, the agreements have now been extended by a year, and underperforming venues are being asked to keep to a noticeably lower average number of screenings per week. This will allow them to ‘catch up’, apparently.

It won’t, obviously, but it saves face all round. The UKFC may even withdraw a few projectors, just so that they can look tough. But really it just hides the fact that the aims of the DSN have been spectacularly missed. Just by how much is difficult to tell – the UKFC to date have not published the numbers. Their annual statistical yearbook is due out in a couple of months – can we perhaps hope for some hard info on how much specialised film provision has increased in the UK compared to the pre-DSN days, whether that increase is taking place across the commercial and independent sector equally, and who the biggest underperformers are.

I suspect they’ll keep that to themselves. It’s a shame; the objectives of the DSN were laudable and ambitious. Pity that the UKFC didn’t seem all that interested in following them through in practice.

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One thought on “What Went Wrong with the Digital Screen Network

  1. Adi

    Hello,My name is Adi, I am a PG student pursuing Media Management at the university of Glasgow. I have selected to review the DSN as part of my dissertation thesis.I find this article extremely useful, infact have not found anything that presents such insight into this scheme. As you mentioned, due to the lack of data around the required 'specialised' exhibition, I am unable to carry out a comprehensive review of the success of this plan. Would you have any pointers that could probably guide to adopting a suitable methodology for review? Really appreciate any help around this topic as I have practically hit a road block and am real worried. Thanks in advance,Adimy email – athithya@gmail.com

    Reply

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