"WE don't build four-screen cinemas. Choice is king." That was the message from Vue marketing director Mark de Quervain, in a presentation to Farnham town councillors concerning Vue's proposals for an eight-screen cinema as a key part of the East Street redevelopment. The cinema block, shown in the current planning application incorporating cafes, restaurants and residential accommodation, has been one of the most criticised elements of the scheme because of its size. But Mr de Quervain, who lives in Farnham, was unequivocal in dismissing suggestions that a two, three or four-screen facility would better fit the bill. "People are not building small cinemas because they can't make ends meet," he said, pointing to the demise of the old big-screen cinemas which were carved up and turned into bingo halls. Vue currently serves a 20 per cent share of the film-going market in its 58 cinemas and according to Mr de Quervain, a cinema in East Street would be in the top two Vue venues. "Farnham is an incredibly vital cinema going population," he said. Surveys had shown that 64 per cent of the local population were "frequent" cinema goers (attending at least 3.6 films per year), and the town's students would be inclined to go at least six to eight times a year. He dismissed a suggestion that proposals to build a similar new cinema in Aldershot would halve the Farnham cinema's catchment area. "It is a non-existent scheme as far as we are aware. They were looking at five screens and that would not be able to operate with the Camberley cinema. As far as we are aware, it isn't going to happen." He told councillors that a four-screen facility would fail, becoming "a second run cinema" unable to show all the latest releases or provide the choice the public would demand. "A frequent cinema-going market requires one thing - choice. You cannot offer choice on one or two screens. What we want to do is to have eight or nine films on." Mr de Quervain spoke of providing "an eclectic mix to suit all tastes" in screens that would range in size from 330 seats down to 72. There would be off-peak film showings especially aimed at "seniors", at bargain rates with a cup of tea served, and kids' Saturday morning matinees with tickets priced at £1.50 and adults going free. At the other end of the scale, one screen would be "gold class", where cinema-goers paying premium rates would relax in incredible comfort in reclining leather chairs with waiter service for drinks. Vue would work with the University College for the Creative Arts in Farnham and give them the opportunity to put on their own films. Mr de Quervain also mentioned the prospect of charity screenings, when local schools would make money by selling the tickets themselves. Turning to concerns about increased traffic and shortage of parking for cinema audiences, he explained that on average the cinema would be only six per cent full. Mr de Quervain put the the average size of a group attending the cinema at 2.6 people and said 40 per cent of groups would travel by car. By staggering the shows, the cinema staggered the exits, he pointed out, adding that after a peak showing an estimated 39 vehicles would take to the roads.
