Last week I had the pleasure of being able to meet with Micaela Tuckwell and Tom Jowett to discuss Oxfordâs only independent cinema The Ultimate Picture Palace, affectionately known to many as the UPP.
The UPP has a rich and colourful history. Since first opening its doors to the public under the name of The Oxford Picture Palace in February 1911 with a screening of âBroncho Billyâsâ The Bad Man and the Preacher, the cinema has always played a part in the student community; perhaps most notably through their screenings of the Varsity boat races on the evening they took place. The Picture Palace would go on to enter a not-so brief hiatus when it closed in 1917, with its doors remaining shut for nearly 60 years until its reopening as the Penultimate Picture Palace in 1976. Since then, the cinema has become a cultural landmark of the city with a number of passionate regulars from both the local and student communities.
Undoubtedly the main reason for the UPP being so dear to so many is its character and daring film choices. Whilst still being able to screen blockbuster hits, the majority of the films being shown are more fringe art house films which lack the mainstream commercial appeal that would be required for screening at the Odeon or Vue. The reason the UPP has been able to take this direction is due to their independence; something they are currently fighting to maintain.
The reason the UPP has been able to take this direction is due to their independence; something they are currently fighting to maintain.
On the 29th April, the UPP launched their Lights, Community, Action campaign in which they aim to raise ÂŁ312,575 in order to make the cinema a community-owned one, where it can continue to be Oxfordâs hub of independent cinema. The aim is to make up this sum through a large number of community shares, available to anyone interested in investing and keeping the UPP alive.
When asked what the goal of the campaign is Micaela, the UPPâs Executive Director, said âthe whole community share offer is about preserving the cinemaâ. âItâs an incredibly important cinema in the UK, but especially to people in Oxford⊠if we didnât sell it to the community then it could be taken over by a commercial cinema, or end up not even being a cinema at allâ. âIn making the UPP a community cinema, weâd be making sure that weâre still showing a great range of films and that it remains very close to the communityâ.
âIn making the UPP a community cinema, weâd be making sure that weâre still showing a great range of films and that it remains very close to the communityâ.
Tom, the cinemaâs Marketing & Events Manager, stressed the importance of the UPPâs independence. âItâs about having that freedom to actually take a risk on a more unusual film⊠weâve got an amazing audience who are really inquisitive and daringâ.
Many of the benefits of independence also manifest off-screen: âI really love working with other independent businessesâ. âHaving beers provided to us by Big Scary Monsters, an independent beer shop across the road, and having membership deals with independent cafes like G&Ds.â
Iâm a huge fan of the UPP, having had a great variety of experiences in the cinema, whether it be a haunting screening of Julia Ducournauâs Titane, or a wholesome classic showing of Back to the Future. So, despite my dire financial situation, I had no hesitation in buying 30 shares in the UPP. Everyone between the ages of 16-29, or those with an OX1, OX3, or OX4 postcode, have the offer of a discounted minimum buy-in of 30 shares for ÂŁ30.
I still wanted to make sure that I was getting a good return on my investment, so asked what the benefits of buying shares were. âWell, aside from getting to own your own cinema and all the associated bragging rights, you get a say in the state of how your local independent cinema is run.â âYou can also put yourself up for the Management Committee where you would be absolutely in charge of governance⊠helping to decide which audiences we want to develop, what kind of films we want to show, and the general business strategy of the cinemaâ.
Micaela concluded with â I think the main thing to just hammer home is that weâve got a deadline, 1st of Julyâ. âIf for any of these reasons you want to get involved and own your own cinema, Iâd be quick, because itâs been very popularâ. Before Tom finally added âI think having an independent cinema in the town that youâre studying in is such a treat⊠to not have an independent cinema in the city would be a real kick in the teethâ.
âI think having an independent cinema in the town that youâre studying in is such a treat⊠to not have an independent cinema in the city would be a real kick in the teethâ.
For anybody interested in buying community shares in the UPP, please visit the cinemaâs website for more information on the benefits of investing and how to get involved.
And, for any students who fancy a trip to Oxfordâs only independent cinema, they offer a Five Pound Film Pass for anyone between the ages of 15-25. All this requires is providing a name and email address, and with this you can go to any of the UPPâs screenings for just a fiver.
Image Description: a picture of the Ultimate Picture Palace buildingÂ
Image Credits: Mutney via Wikimedia Commons