Would people really buy a cinema ticket without knowing what film they were going to see?

That was the slightly risky question behind our first Surprise Film evening. A number of community cinemas around the country have tried the idea, but ultimately it comes down to trust – would our audience trust us to choose a film for them?

Thankfully, the answer was a resounding yes.

We had spent several weeks building up the mystery, with our Volunteers appearing in photographs holding signs including “I KNOW” and “I’VE NO IDEA”, accompanied by some increasingly unlikely movie-themed backgrounds. We then brought them all together in a short film which played immediately before the screening.

And then came the big reveal…

Except, of course, we couldn’t resist one final bit of misdirection.

The screen faded up and the opening moments of Frozen began to play, resulting in a wonderful mixture of laughter and several distinctly audible groans from around the room.

Thankfully we didn’t leave everyone suffering for too long.

The real Surprise Film was Billy Elliot.

One of the great things about Billy Elliot is that it doesn’t immediately announce itself, so even after the reveal there was a lovely few moments while people gradually worked out what they were watching. It took a little while before the penny dropped around the room – although one guest, clapping with his hands in the air, made it very clear that we already had at least one very happy customer!

And judging by the reaction afterwards, Chris and David – the two Volunteers entrusted with choosing the film – got it very, very right.

“Wow! What a great choice! Have set a very high bar.”

“A wonderful surprise! Please do it again next year. Loved the build up. Well done David and Chris.”

“I loved the secret film idea, a rare treat! Please do it again. Billy Elliot was a great choice too.”

Just over half of those completing feedback forms were seeing the film for the first time, which was one of the things we had hoped the Surprise Film idea might achieve. Rather than choosing something they already knew they wanted to see, people were taking a chance on us – and discovering something they might not otherwise have selected.

One guest summed that up perfectly:

“Great film. Not knowing the film in advance made me slightly apprehensive in booking – but I shouldn’t have worried. Great evening as always. Well done.”

Another wrote:

“I’ve always wanted to see this film, I can honestly say I wasn’t disappointed! I absolutely loved it and so emotional and uplifting. A great choice for the mystery film. A great idea, do it again.”

And perhaps our favourite reaction came before the film had even started. One guest arrived telling us how excited she was, having spent weeks wondering what we were going to show. We caught up with her again as she left – and she was still every bit as excited because she had loved the film.

That sense of anticipation seemed to be shared by many:

“Excellent choice as would probably be a while since people had seen it, if they had. Gritty. I think a Mystery Film is a great idea, everyone was getting excited.”

“Loved the film. Loved the idea of a surprise film, it was exciting. Loved the build up too, thanks everyone.”

“A lovely surprise. Would ‘risk it’ again. Thank you.”

A score of 9.7

Billy Elliot achieved an average audience score of an impressive 9.7 out of 10, with overwhelmingly positive comments.

For some it was a much-loved film revisited after many years – but for about 50% of the audience  it was completely new.

“Lovely surprise – hadn’t seen the film for years and forgotten most of it.”

“Good film, never seen it, just bits. I think it was a good idea having a surprise film.”

“Really enjoyed the film, I was not expecting this sort of film tonight but I loved it!”

There were plenty of requests to repeat the experiment too:

“Excellent choice of film. Well done. Please repeat this experiment again. Wonderful evening. Thanks to the team.”

“One of my favourite films. Well done! More surprises please!”

“Good choice for a surprise film, do it again!”

Although apparently we also need to make the next one harder to guess:

“Fun idea – make it more difficult to guess next time.”

For the record, we gave absolutely no clues whatsoever. Clearly some of our audience have powers we weren’t previously aware of.

Two very special Volunteer milestones

The evening also gave us the opportunity to celebrate two people who had played a rather important part in it.

Before the film, Adam presented Chris and David with their Volunteer Service Awards for reaching 100 films with Billericay Community Cinema.

It was a lovely coincidence that the two people responsible for selecting our Surprise Film should both reach the same remarkable milestone on the night it was screened.

Chris and David both joined us at the Chantry Centre in mid-2021 and have since become familiar faces at our screenings. Reaching 100 films represents an enormous contribution of time to the cinema and to our community, and we were delighted to recognise it in front of the audience.

More than just a film

As always, any surplus from the evening will go back into our community. We expect the screening to generate around £250 for the local groups we are currently supporting.

So our first Surprise Film gave us a great film, two Volunteer milestones, plenty of laughter, an audience score of 9.7 and another contribution towards local community organisations.

Most importantly, though, it gave us something slightly different – an audience willing to take a chance, share the anticipation and discover the film together.

Thank you to everyone who trusted us enough to book a ticket without knowing what you were coming to see, and to all our Volunteers who helped make the evening so special.

Judging by the feedback, we probably haven’t seen the last of the Surprise Film.

The only slight danger now is that Chris and David really have set the bar rather high…

Audience Feedback – the full list

We had more feedback from this film than for any other – and here they are in their entirety:

Mure surprise film! Excellent choice of film today

I liked the idea of a surprise film and enjoyed watching this again (after many years). It wasn’t what I expected but a good surprise

What a great concept and a great evening. Would not have occurred to me, but what a good choice. So enjoyable in all aspects. Please continue with this. I love the lead in, the “mask” and the “reveal”. 

Seen it before, enjoyed it very much. Brings back memories of my years in Sheffield when the real thing was happening. The cocktail – fabulous ! Will have it again. 

Thoroughly enjoyed the surprise film. Thank you

Great film. Not knowing the film in advance made me slightly apprehensive in booking – but I shouldn’t have worried. Great evening as always. Well done

Brilliant evening and volunteers very helpful

Excellent choice as would probably be a while since people had seen it, if they had. Gritty. I think a Mystery Film is a great idea, everyone was getting excited. 

Brilliant film. A really nice surprise. 

Brilliant. Uplifting. Thank you

Good British feel good film

Brilliant film, nice visit

Brilliant choice

Enjoyed seeing this film again. Many thanks to the helpers 

A lovely surprise. Would ‘risk it’ again. Thank you 

Good choice and always a toe tapper. Thank you for your constant input to “Our Community Cinema”

Lovely surprise – hadn’t seen the film for years and forgotten most of it. Found it took a while to tune into the Geordie accent

I loved the secret film idea, a rare treat! Please do it again. Billy Elliot was a great choice too. Thank you. 

Loved the idea of the mystery film! I’ve been enjoying your promos for it, and the suspense and misdirection worthy of Derren Brown. I’ve not seen the film before, but really enjoyed it – Julie Walters is always a good call! We said it was a bit “language” but we’re all adults and everything felt relevant. Very good choice for a surprise; it would never have occurred to me to watch this. A very good choice covering a variety of genres and interests. 

Emotional ending with “Swan Lake” finale

Not my sort of film

Fun idea – make it more difficult to guess next time (Ed: there was zero clues, just a generic overview of it being a feel good film !)

We guessed ! Think the Surprise film a good idea (with a few cryptic clues !)

Great choice ! 

Very enjoyable

A brilliant film. Brings back memories to me – some bad, but also happy. 

Lovely ! Thank you

A wonderful surprise ! Please do it again next year. Loved the build up . Well done David and Chris

Excellent choice of film. Well done. Please repeat this experiment again. Wonderful evening. Thanks to the team. 

Absolutely brilliant – loved it. Always wanted to see the film. Thank you. 

One of my favourite films. Well done ! More surprises please ! 

Such a lovely surprise film. Really enjoyed it. 

Really enjoyed the film, I was not expecting this sort of film tonight but I loved it ! 

Lovely surprise ! 

Great movie! Great choice ! Great visit ! 

Brilliant choice, well done 

I’ve always wanted to see this film, I can honestly say I wasn’t disappointed ! I absolutely loved it and so emotional and uplifting. A great choice for the mystery film. A great idea, do it again. 

Didn’t expect to enjoy it but found it a very good film 

Loved the film. Loved the idea of a surprise film, it was exciting. Loved the build up too, thanks everyone. 

Good film, never seen it, just bits. I think it was a good idea having a surprise film. 

Wonderful film

A nice surprise – or was it ? 

Brilliant choice of film, one of our favourites. Well done. 

Wow ! What a great choice ! Have set a very high bar. 

Wonderful film. Thank you. 

Good choice for a surprise film, do it again !