Growing admissions through repertory programming • Arthouse Cinema Hub

That line from Paul Vickery, Film Programmer at the Prince Charles Cinema in London, stayed with me after attending a UK Cinema Association conference over a year ago. It perfectly captured what repertory programming can mean today for independent cinemas.

Once seen as the niche domain of archives and hard-core cinephiles, repertory cinema is now having a genuine revival. From Jaws to Princess Mononoke, from The Terminator to The Sound of Music, cinemas are discovering that older titles can fill seats, bridge the gaps left by new releases, strengthen loyalty schemes and bring new visitors through the door.

Distributors are investing in restorations, anniversary rereleases and curated collections. At Cannes this year, a 4K restoration of The Gold Rush premiered ahead of a simultaneous cinema release across seventy territories - exactly one hundred years after its first screening in Los Angeles. A proof that classic cinema can still capture global attention and turn a restoration into a true cinematic event.

Repertory cinema offers a rare mix of nostalgia and discovery, connecting audiences and local communities of all ages and backgrounds. It is not just about looking back, but a creative way to reconnect audiences with the big screen.

The European Audiovisual Observatory revealed in a recent report that 21 percent of all films released in European cinemas in 2023 were produced more than ten years ago. Back in 2014, heritage titles accounted for 5.9 million admissions, compared with 12.2 million in 2023 — growing at a much faster pace than overall cinema attendance.

France continues to lead the way, accounting for nearly half of all European admissions to heritage films. According to the CNC, repertory titles drew 3.9 million admissions in 2024 — the second-highest level in twenty years — with "Billy Elliot," "My Neighbor Totoro," and "E.T. the Extra-Terrestrial" topping the list.

With production delays and shifting release strategies, rereleases have become a familiar feature of the cinema calendar. Anniversary screenings of "Harry Potter," "Twilight," or "Back to the Future" often outperform new releases, drawing younger audiences eager to experience these films in a cinema for the first time — just as their parents once did.

Unsurprisingly, arthouse and independent cinemas are leading this revival, treating heritage films as a way to deepen audience relationships and enrich the cinema-going experience.

Few venues embody this trend better than the Prince Charles Cinema in London. Often described as Britain’s home of cult films, the Prince Charles has built its reputation on what it calls “a unique mix of cult classics, new releases and special events.” Whether it is a 35mm projection, a sing-along screening, an eclectic midnight show or a three-day Lost marathon, every repertory screening is treated as an event in and of itself.

Across Europe, independent cinemas have been integrating heritage titles into their programming with the same care they give to new releases, pairing screenings with debates, social events or local partnerships to turn them into collective experiences. As I write these lines, you can watch a 4K rerelease of "Princess Mononoke" at the Gloria cinema in Copenhagen, a Wim Wenders retrospective at Kino Usmev in Košice, a screening of Spike Jonze’s "Her" at Passage Kino Hamburg, "À bout de souffle" at Cinéma Aventure in Brussels, or a 40th-anniversary screening of "Back to the Future" at Cines Lys in Valencia. Repertory titles have become a central part of independent cinemas’ programming.

In the Netherlands, KINO Rotterdam — which we already featured in a previous article on cinema branding — takes it a step further. Screenings are branded as special events, accompanied by striking video montages shared across social media. They often bring titles together under a shared headline, such as "Bring Your Own Chair", a selection of nine independent films and documentaries produced in New York City by female filmmakers, complete with a beautifully crafted trailer to promote the series.

Through these creative approaches, repertory titles can feel as fresh and contemporary as new releases, opening up new audience engagement opportunities.

For programmers looking to expand their repertory offer, it is essential to understand that success comes from curating these titles with the same care and strategic thinking as any releases.

In their Introductory Guide to Programming, the UK’s Independent Cinema Office stresses that repertory screenings thrive when they are integrated into a venue’s identity, with regular slots, coherent themes and a distinctive atmosphere.

From a practical point of view, rights, materials and terms still apply, and establishing good relationships with distributors, agencies, local archives, and other relevant partners is key. Repertory titles can even attract new partners, media attention and opportunities, particularly when aligned with education or advocacy.

In practice, successful repertory programming often combines:

• A clear programming identity: regular slots, recurring thematic seasons and a recognisable tone of voice, balancing audience favourites with lesser-known discoveries.

• Audience awareness: choose titles that will resonate locally today, or frame them in ways that connect with contemporary themes.Creative and consistent marketing: distinctive visuals, tailored video teasers and engaging social media storytelling.

• Collaborative partnerships: work closely with distributors, archives and festivals to enrich access and context.Thoughtful framing: add introductions, talks, newsletters or membership incentives to give screenings meaning.

• Strategic scheduling: use repertory titles to complement, not compete with, new releases, and align them with other cultural events.

• A social dimension: turn screenings into shared experiences that feel both cinematic and communal.

• Regular evaluation: track performance and audience feedback to refine future programming.Format and quality awareness: make use of 4K restorations, 35mm screenings, or digital upgrades when possible — presentation quality matters.

• Community connection: link repertory screenings to education, advocacy or outreach projects to build broader relevance and visibility.

Repertory programming has quietly become a great success story in challenging times. What began as a way to fill quieter release periods has evolved into a creative tool that bridges past and present, offering new reasons for audiences to return while serving as both a revenue opportunity and a long-term audience strategy.

When approached with care, imagination and consistency, repertory programming becomes a way to express what makes your cinema unique, one screening at a time.