Alternative Programming: Creating A True Fan Experience Through Concert Films
- Faith Banach
- Sep 11
- 4 min read
Ever wanted to see a concert so badly but couldn’t justify spending hundreds of dollars on a ticket? Enter concert films. While the concept isn’t new, we’ve witnessed a renaissance (Queen Bey might have invented the word!) in the concert film genre over the past few years. These films create a perfect trifecta: artists can reach fans who are priced out of live shows, audiences can connect with their favorite performers in a convenient and affordable setting without sacrificing audio and visual quality, and cinemas can leverage the star power of major artists to draw crowds to their venues. It’s a win-win-win situation, and we’ll explore how this arrangement has evolved and why it has such strong potential for cinemas looking to refresh their programming and engage audiences.
Brief History of Concert Films
While concert films have existed in some form since the 1940s, the rise of concert films as a genre is generally traced to the 1970s, driven primarily by the desire to boost record sales and create a connection to live albums. As recording and audio technology advanced within the film industry, concert films evolved alongside these innovations, and the two have been intertwined ever since.
For example, during the late 2000s - early 2010s, as improvement in 3D technology became the film industry’s hottest trend, we saw a surge in concert films marketed as “3D experiences” – from the Jonas Brothers to Hannah Montana to Glee. What remains constant is that successful concert films center on artists or acts that are at the heart of the cultural zeitgeist. It’s this cultural relevance that ultimately drives a concert film’s success.
Benefits of Concert Films
While nothing can exactly replace the feeling of experiencing an artist perform live, surrounded by thousands of other fans who share your love for the music, concert films come remarkably close. They offer their own unique benefits for artists, fans, and exhibitors alike.
Artists 🎤: Ticket prices can be prohibitively expensive for fans, and artists don’t always have control over ticket prices. Concert films provide an opportunity for musicians to keep their art accessible by offering fans a less cost-prohibitive way to connect with their music + performances.
Fans 📸: Concert films deliver both an affordable concert experience and an in-person social outlet to connect with others who share similar musical interests and passions. They can be the perfect night out to meet fellow fans and celebrate the artist they love.
Cinemas 🍿: Concert films allow cinemas to harness fans’ excitement for certain artists and become an extension of that artist’s cultural impact. This can position cinemas at the center of pop culture cultural zeitgeist and can establish it in fans’ minds as a go-to meetup destination. Additionally, concert films showcase the cinema’s superior audio and visual capabilities that are well beyond watching concert videos at home.
How To Incorporate Concert Films + Other Alternative Programming
Now is the perfect time to incorporate concert films and other alternative programming into your cinema’s slate. While some fans are willing to go into debt to see their favorite artists, others may choose more cost-effective entertainment as concert prices continue to rise. Cinemas can market concert films as an alternative that offers its own unique perks at a fraction of the cost. Once again, cinemas have the opportunity to serve as that special third space through concert film activations, and they’re actually the perfect venues thanks to their audio and visual capabilities!
You can start incorporating concert films into your lineup even when nothing new is slated for release. Many fans are eager for opportunities to enjoy their favorite artists in a communal setting, so consider screening previously released films. You could even tie screenings to upcoming album releases. For example, you could host a screening of Taylor Swift: The Eras Tour that doubles as a listening party when her new album drops. Consider partnering with a local restaurant to create a dual-venue experience that extends the event beyond your cinema.
You also don’t have to limit yourself to concert films. If you notice other passionate fan communities in your area, consider hosting special events and screenings for those groups. For example, with Five Nights at Freddy’s 2 coming out later this year, you could host a special screening for gamers alongside a livestream gaming event.
The possibilities are endless, but it’s clear that concert films and other alternative programming provide the perfect outlet for fan enthusiasm while showcasing your cinema’s strengths and potential as a community gathering place.
Written By Faith Banach - Faith is the Marketing Coordinator at Onni Creative. She is passionate about building community by connecting people through what they love most. Aside from being an avid moviegoer, she's an enthusiastic hiker, seasoned road tripper, and lover of all sorts of live performances!
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