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dc.contributor.authorZioga, Polinaen_UK
dc.contributor.authorVélez-Serna, Maria Aen_UK
dc.contributor.editorTsitsou, Litoen_UK
dc.contributor.editorRana, Helenen_UK
dc.contributor.editorWessels, Bridgetteen_UK
dc.description.abstractAs in the broader cultural sector, COVID-19 has created unprecedented challenges for cinema exhibitors in the UK and worldwide. Venues have been forced to close for months, operate with substantial uncertainty, or re-open with reduced capacity. Still, their position remains precarious and the challenges to the sustainability of the sector are ongoing: changing restrictions and associated increased costs, reduction in production and distribution pipelines. The British Film Institute highlighted that the pandemic poses an existential threat, especially to independent exhibitors and those operating in remote or deprived areas. Thus, COVID-19 has also highlighted existing inequalities, the digital divide, and the need to expand the audiences’ diversity. Meanwhile, in sectoral events, panels have reflected on how exhibitors and audiences have become more accustomed to accessing media experiences online, and how this new digital literacy will support cinemas’ efforts to attract cinemagoers in their reopening. Prior to COVID-19, the use of interaction design for new cinematic experiences had attracted the interest of festivals, filmmakers and researchers. In this position paper, we argue that interaction design and technologies can help independent cinemas to engage and galvanise new audiences to patronise COVID-safe venues. From low-end online platforms to high-end immersive experiences, new technologies are transforming connectivity across society, and have the potential to support access for D/deaf, neurodivergent, and disabled audiences, but adoption by exhibitors is so far limited. We outline the research needs and priorities in this field. These include identifying facilitators and obstacles to industry adoption of interactive forms, and mapping experiences and attitudes across the sector. Together with directions for immediate practical solutions, it is crucial to gather critical data for future research use, in order to pave the way for long-term solutions and design innovation, so that the sector can build resilience, recover and reach underserved audiences.en_UK
dc.publisherDigital Humanities Instituteen_UK
dc.relationZioga P & Vélez-Serna MA (2022) Interaction Design for Audiences: A Proposition for Building Resilience and Recovery for COVID-safe Independent Cinemas. In: The Formation of Film Audiences: Conference Proceedings. Studies in the Digital Humanities. Audiences beyond the multiplex: understanding the value of a diverse film culture, Online, 02.03.2021-03.03.2021. Sheffield: Digital Humanities Institute.
dc.relation.ispartofseriesStudies in the Digital Humanitiesen_UK
dc.rightsCopyright of this paper is retained by the individual authors and is published under a Creative Commons Attribution-NoDerivatives licence ( You are permitted to re-use the work on condition that you include a citation that references the content's original publication by The Digital Humanities Institute and an accurate attribution of the author's IP and copyright.en_UK
dc.subjectIndependent Cinemasen_UK
dc.subjectInteraction Designen_UK
dc.titleInteraction Design for Audiences: A Proposition for Building Resilience and Recovery for COVID-safe Independent Cinemasen_UK
dc.typeConference Paperen_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.citation.btitleThe Formation of Film Audiences: Conference Proceedingsen_UK
dc.citation.conferencedates2021-03-02 - 2021-03-03en_UK
dc.citation.conferencenameAudiences beyond the multiplex: understanding the value of a diverse film cultureen_UK
dc.contributor.affiliationCommunications, Media and Cultureen_UK
dc.contributor.affiliationCommunications, Media and Cultureen_UK
dc.subject.tagDigital Literacyen_UK
dc.subject.tagDigital Mediaen_UK
dc.subject.tagFilm Distributionen_UK
dc.subject.tagFilm Exhibitionen_UK
dc.subject.tagFilm Theory - Technologyen_UK
rioxxterms.apcnot chargeden_UK
rioxxterms.typeConference Paper/Proceeding/Abstracten_UK
local.rioxx.authorZioga, Polina|0000-0003-1317-2074en_UK
local.rioxx.authorVélez-Serna, Maria A|0000-0001-5724-9454en_UK
local.rioxx.projectInternal Project|University of Stirling|
local.rioxx.contributorTsitsou, Lito|en_UK
local.rioxx.contributorRana, Helen|en_UK
local.rioxx.contributorWessels, Bridgette|en_UK
Appears in Collections:Communications, Media and Culture Conference Papers and Proceedings

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