New Audiences Initiative

The New Audiences Initiative (NAI) is access > CINEMA’s programme aimed at offering our network of cinemas and clubs additional marketing and promotional support to one film per quarter. It could be:

• a challenging film that’s outside the mainstream but deserving of an audience
• a film that tackles distinctively Irish stories or prominently features the Irish language
• a film from a country that is rarely represented on Irish screens
• a documentary title that may not otherwise be considered as part of sites’ typical programming
• a film that explores important representational issues or offers a fresh cinematic perspective
• a small, independent film that could benefit from screenings targeting a particular audience

The ultimate goals are to help increase the diversity of films screening across the
access >CINEMA network; to raise the profile of films that may have received no commercial release or a very limited release in Ireland; and above all to help attract new audiences who may not otherwise have engaged with a venue’s cultural cinema programme.