Just south of campus, along Wharncliffe Road, is London’s only independent arthouse movie theatre: Hyland Cinema. Within my first month of attending Western, I went to watch A Clockwork Orange (Stanley Kubrick, 1972) in the historic cinema and can vividly recall viewing the controversial classic with a jam-packed, enthusiastic crowd. The feeling of community and togetherness was unparalleled.
But, in the midst of an increasingly online and time-scarce world, entertainment is accessible from only one subscription, one screen, and frankly, one click away. The convenience of this offer is incontestable. And within practically every city, there is a Cineplex or Landmarks Cinema that consistently screens the most recent, high-buzz blockbuster franchise. So, how can it be that a local theatre—such as the Hyland—can compare?
Broadly, the media industry is robust and incredibly layered in the world of business. Competition for a higher CTV (Customer Lifetime Value: the total money a business expects to make from a customer over their entire relationship) and more eyeballs in general lead to present day streaming wars between mega-entertainment platforms (ie. Netflix, Disney+, HBO, etc.). Even more attention has been paid to recent media mergers—like the ongoing possible merger between Paramount Global and Skydance Media—and acquisitions—European powerhouse Mediawan’s acquisition of Leonine Studios in 2024.
While this is all very exciting, the reality is that the lifeline of the industry boils down to you and me. The significance of the individual consumer who takes time out of their day to sit down and put on a movie cannot be understated. Film was once the cheapest form of entertainment but now fuels a growing billion-dollar industry and creates a myriad of subcommunities within a general wide-spread community of movie-lovers/goers/enjoyers/watchers. After all, it is human nature to want to gather around those who share commonalities—especially if it’s to do with something that is as personal as a film can be. And this is exactly where the Hyland Cinema finds their distinguishing edge.
For Mike Klassen—a certified movie enthusiast himself and currently in his fourth year of managing and programming for the Hyland—building and maintaining a community of film buffs has been the cornerstone of the theatre’s strategy. Interestingly, despite a generalization of movie theatres slowly dying with the onset of streaming, he discussed how the period following Covid injected a wave of young movie fanatics (ages 15-25) into the theatre’s audience, joining the already established crowd in their infatuation with the experience of in-person cinema.
The common realization? Watching a movie alone on a computer screen in a dimly lit bedroom simply doesn’t compare to sharing the energy of a packed theatre, where 400 people are collectively immersed in the same vivid, larger-than-life experience. The communal aspect of watching films, where the laughter, gasps, and reactions of a crowd enhance the storytelling is a setting that solitary streaming cannot replicate.
When asked about the perceived threat of streaming, Mike was clear: streaming has been around for years, and yet people still crave the unique atmosphere of a cinema. This has been integral to Hyland’s success—beyond simply showing movies, the theatre actively engages its audience. Interactive opportunities such as Q&A sessions with filmmakers and film professors, introductory talks before screenings, and unique events like the annual Halloween showings of The Rocky Horror Picture Show (Jim Sharman, 1975)—which consistently sell out—create an environment where moviegoers feel connected and involved. And I personally love the opportunity to see a movie in its original 35mm screening, something only the Hyland offers in London!
The theatre’s strength also lies in its ability to screen not only recent films but also beloved cult classics that have shaped film history. This increases Hyland’s edge against mainstream multiplexes—it taps into a niche audience that doesn’t just want to see the latest installment of a high-budget franchise but seeks films that offer substance, history, and artistic significance.
One of Hyland’s most successful ongoing strategies is the concept of “eventizing cinema.” Through various themed film series, such as Retromania, Horror at the Hyland, and Synthscapes, the theatre curates unique viewing experiences that offer a common thread between otherwise distinct films, appealing to a broad range of audiences. Mike puts it simply: when planning the theatre’s programming, “there should be something for everyone.”
But even when the Hyland screens the occasional blockbuster, it does so with a twist. Instead of a standard showing, it might be a singalong version of Wicked (Jon M. Chu, 2024) or an interactive Twilight (Catherine Hardwicke, 2008) screening—offering a fresh take that distinguishes it from the conventional big-box cinema experience.
Of course, for all of this to succeed, marketing is key. The Hyland Cinema takes a multifaceted approach, ensuring that potential audience members see what’s playing through a variety of channels. Anniversary screenings, such as their Marty March Madness tribute to director Martin Scorsese, celebrate milestone anniversaries of classic films, drawing in both dedicated cinephiles and casual viewers. Curated trailers play before each movie, building anticipation for upcoming screenings. Repetition also plays a crucial role—moviegoers are continuously informed about upcoming events through multiple touchpoints, from lobby flyers to on-screen announcements and even promoting through campus' own Radio Western.
At its core, the business behind Hyland Cinema is a testament to the human desire to resist the pull of convenience in favor of shared experiences and memories. It is with these local theatres that film culture is kept alive within a community, preventing it from becoming an isolated experience confined to bedroom screens.
So, if you find yourself in need of a break during the busy midterm season, I encourage you to step away from the textbooks, bring a friend—or even just yourself—to the Hyland, settle into a cozy seat, and immerse yourself in a movie.
Check out what’s playing at Hyland Cinema here: https://www.hylandcinema.com/