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| Author | Zoe Aresti |
Tanya Easterman is Senior Relationship Manager at Cinema First and is responsible for managing the industry’s biggest ever cinema promotion, comparethemarket.com’s Meerkat Movies. This week we speak to Tanya about the things that most excite her about the future of the cinema industry as well as what films she’s looking forward to seeing most in 2015.
How and when did you start working in cinema and what do you love about it?
I started working at ODEON Cinemas almost five years ago in the Commercial team as the Marketing Manager with a remit to drive commercial partnerships, distributor film led promotions, attendance driving activity for ODEON and retail marketing across the UK and Irish markets. Before that I had worked in marketing and advertising agencies in London.
In actual fact I was only brought on board for a month to give a helping hand and ended up staying! So you could say that I fell into it!
I have since started working for Cinema First, as the Senior Relationship Manager for the industry sponsorship by comparethemarket.com. Meerkat Movies is the biggest partnership that the industry has ever seen and it is my job to ensure that the contractual obligations are fulfilled as well as presenting opportunities to all associations involved across both exhibition and distribution.
My love affair with cinema and film started at an early age. Apparently I always wanted to grace the silver screen as a child! I love the escapism that the darken theatre offers and the way that you are able to lose yourself in the storytelling of films.
What are your 3 most favourite cinemas?
ODEON Leicester Square as it feels like the home of cinema in the UK and you can’t beat a premiere there!
The Rex in Berkhamstead – a stunning art deco community cinema, where you can watch a film in style. Always makes me feel that I have been transported back to the 1920’s with the plush chairs and little round tables for your drinks and meal.
Genesis Cinema in Whitechapel – luxurious and is so much more than a cinema. They have poetry readings, open mic nights and art exhibitions. I love the way that they have made the most of the foyer and bar space to create a place that you can while away your day and night.
What film are you most looking forward to in 2015?
Inside Out, Spectre , Star Wars and Everest.
What excites you most about the future of the cinema industry?
In the last few years we have seen a trend towards the more luxurious cinema offering with the huge success of Everyman and ODEON’s The Lounge concept. I think the fusion between film, fantastic food and drinks is one that is only going to become more common. I think that consumers are looking for more from the cinema experience and this is one way of packaging a whole night out.
I also think that the growth that Secret Cinema has experienced shows that consumers are also enticed by a wholly immersive experience and there are lessons to be learnt and adapted by exhibition.
Having a hugely engaged industry partnership with comparethemarket.com will allow the magic of cinema to be brought to a whole new audience. By using data and new technologies effectively we will be able to be more personalised in our approach to communications and therefore offer a more tailored experience throughout the customer journey. Which should result in more people coming back to the cinema more often!
What is your favourite film of all-time?
Drive – it has the best soundtrack of all time in my opinion and is beautifully shot. Ryan Gosling isn’t half bad either!
What do you think are the most iconic cinema ads and why?
I think that most iconic cinema ads are the ones that tell a story and that utilise the impact of the big screen. – Guinness ‘Surfer ‘ springs to mind. You can be so much more expressive with ads that are played in a cinema. You have an audience that is captive and engaged – there is nothing else to do when you are waiting for the film to start (apart from eat your popcorn!).
I would like to see brands start to utilise the big screen again, creating ads specifically for cinema.
What three things do you most enjoy doing in your free time?
1) Yoga
2) Cooking and finding new quirky restaurants in and around London
3) Spending time with my friends and family