Alternative Programming: How to elevate the moviegoing experience with q+A Sessions
- Shruthi Narayanan
- 23 hours ago
- 4 min read
While Q+A screenings have always been a mainstay at festivals, recently, they have become even more popular as cinemas seek to find ways they can elevate their theatrical experiences + appeal to audiences. In a post-COVID theatrical landscape, hosting Q+A screenings that are like these events are the perfect way to draw audiences back to your theaters. Discover the best ways your cinema can incorporate Q+A screenings into your programming.
Why Q+A Screenings?
Q+A screenings often fall into the same bucket as premiere screenings. With their branding as “exclusive” or “one-time only events,” fans are eager to join the action + get inside insight on how their favorite films came together.
The screenings don’t have to be new releases. A popular older film with a Q+A attached can serve as a big draw for moviegoers. Super fans have a chance to see the film on the big screen for the first time (or the fifth!) with commentary into the filmmaking process.
Decorate your cinema’s lobby for the film, making the Q+A feel more like a special event. By turning these screenings into events, cinemas can recapture an audience that is increasingly moving towards streaming. Marketplace found that the success of event-based cinema comes from fans seeing it “as a chance to gather with other like-minded individuals that share their enthusiasm.” Through decorating the lobby, you can turn the screening into an event, taking advantage of fans eager to engage with the film’s themes.
The Types of Q+As
Q+As come in two forms: recorded Q+As, often played as part of a special event and live Q+As. Last year, following an IMAX early access screening of A Complete Unknown, a recorded Q+A was shown at the end of the film. Fans appreciated the chance to see the film early + hear the cast talk about their performances.
Meanwhile, live Q+As are often found at festivals + other one-off events, like at screenings hosted by the LA Times or at USC’s School of Cinematic Arts. These events often consist of watching a film, followed by a robust discussion with someone who worked on the film about what went into making it.
While recorded Q+As are easier for the cinema to host, live Q+As generate even more buzz, as audiences are eager to see filmmakers + talent in-person with the chance to ask them real questions about their process. Fans may experience FOMO of not being able to attend a one-time Q+A screening.
Q+As don’t need to be held in key markets. You can host a Q+A screening with anyone that’s worked on the film, from a writer or director to an actor or a production designer. Maybe the costume designer’s hometown is where your cinema is located. Your cinema can welcome back the hometown hero with a screening + complimentary Q+A session that's engaging for the whole community.
The speaker can also be an expert on a topic related to the film, like with the Science on Screen programs. Science on Screen awards grants to non-profit organizations to develop events where a film screening is paired with a discussion with an expert on the themes of the film. For example, the Museum of Moving Image hosted a screening of Let There Be Light where the director + lighting designer joined for a conversation. No matter the guest, fans are eager to learn more about how their favorite film was made or to engage more with the themes of the film.
For a few ideas for Q+A screenings this holiday season, for Anaconda, bring in a conservationist to talk about humanity’s impact on the environment. For The Spongebob Movie: The Search for Squarepants, book a marine biologist to share real facts about what’s under the sea. These unique pairings will be sure to excite audiences about these holiday tentpole film releases.
Audience Etiquette
Remind your audience the importance of etiquette during these Q+As, particularly during live Q+As. Check out OC’s blog about the importance of audience etiquette during screenings. There are a few important aspects to keep in mind for Q+A screenings too.
Check out this list of do’s and don’ts you can adapt for your cinema, so the speakers + audience both have a fruitful + engaging conversation.
Much like many cinemas have a “silent your phone” PSA before the screening, it's also a good idea to show a brief video reminding audience members of these guidelines at the start of the screening to ensure your cinema can host future screenings. Alternatively, email out the list to attendees beforehand or have them posted somewhere in the lobby or auditorium.
The cinema remains a cornerstone of communities and Q+A screenings are an effective way to engage audiences by facilitating a unique experience for moviegoers. Whether you go with a recorded or a live, in-person Q+A, both have their own unique benefits sure to excite fans. Plan your next Q+A screening this holiday season!
Shruthi Narayanan is a Communications Intern at Onni Creative. She’s passionate about movies, understanding the industry and storytelling, enhancing the moviegoing experience. Besides watching movies, she enjoys reading and writing in her free time.
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