Promoter Spotlight – Emma Humphries, Age UK
Olivia, BCT’s Community Cinema Coordinator, interviews Emma Humphries, the Sandwell Community Manager for Age UK, about her experiences as a new BCT Community Cinema Promoter.
Tell us a bit about you – who are you, where are you from and what do you do?
Hi, I’m Emma Humphries, Sandwell Community Manager for Age UK Birmingham and Sandwell. I moved from Bath ten years ago, and three years ago I arrived in Birmingham and joined Age UK. I have four grown up children and three grandchildren. My children live all over the UK. My role is varied, however the goal is simple – to provide services to the residents of Sandwell. As a team, we offer information and advice for benefits, housing, and wills. I work in partnership with various local organisations to enable a wide range of activities in Sandwell, one of which is the pop up cinema hosted by Black Country Touring.
When did you become a community cinema promoter and why did you want to get involved?
I became a promoter at the end of lockdown, about 6 months ago. I work with an older population, and I had noticed that the cinemas in Sandwell were not easily accessible for this demographic. I had been working with BCT, and Olivia mentioned that there was an opportunity for us to use the cinema equipment if we would like to be involved in running a cinema in the future. I thought it was an amazing opportunity for the residents, so I promptly contacted three groups in different towns in Sandwell. The idea was greatly received due to the limited access to cinemas, and because we were just opening up after lockdown and people were keen to meet in an environment that they felt was familiar, safe and clean.
Who else is involved apart from you?
We have Sandwell Council on board who are keen to keep the popular cinema running into the future, and we have Age Well volunteers who run clubs at Rowley Disability Centre. Olivia from BCT manages the cinema club and Donna has been arranging the posters and the promotion of our events.
What has been your favourite part of being a community cinema promoter?
Choosing the films, and seeing the clients enjoy the whole relaxed experience.
Who are your audience?
The audience are mostly over the age of 65, although we have a few in their late 50s. We have a nice mix of men and women who come along and enjoy the films.
How has being a community cinema promoter helped you and your audience?
We could not have started the cinema without Olivia and her team, from film advice (what works, length of film, when to add a comfort break) to supplying the equipment and setting up.
However, for me, the opportunity to set up a group such as the pop up cinema has given me the chance to offer something unique in Sandwell, that people of all ages and abilities can attend and enjoy. The cinema has given the residents a reason to venture out into the community again.
What has been the most memorable moment so far in community cinema?
Really, it’s every moment. It’s the pleasure it brings to the audience. It’s a feel-good activity to run, and everyone can access it.
What top 3 tips do you have for being a community cinema promoter?
Choose your venue carefully, considering access, space and good facilities.
Promote the film screening with as many organisations and groups in each area as you can.
Make sure the film screening is booked well in advance so that the chairs can be arranged safely with enough to go around.
What is your hope for the future as a community cinema promoter?
I hope the pop up cinema continues way into the future, with the groups themselves running it and establishing regular cinemas in Sandwell’s towns.