
Deep in the heart of Amherst, a small yet robust town in Massachusetts, rests independent nonprofit organization Amherst Cinema. The vibrant, four-screen theatre will be one of seven Satellite Screens for the 2022 Sundance Film Festival.
Amherst Cinema will showcase a specially curated film selection that includes nine features and a shorts program during the Festival's closing weekend (January 28-30). Amongst those features will be an additional screening and exclusive Zoom Q&A.
The 15-year-old cinema has spent years securing its roots and acting as a cultural beacon to the Western Massachusetts community. As the only Satellite Screen in the Northeast, Amherst is eager to provide a taste of Sundance Film Festival to their audiences.
We live in a place where there's so much history, so 15 years feels quite young, says Executive Director, Yasmin Chin Eisenhauer. But our early years consisted mainly of foundation building.
Since then, Eisenhauer, George Myers (General Manager) along with Alex Hornbeck (Creative Manager) and the rest of the leadership team, have been active in making sure the organization reaches a diverse audience. The cinema has featured nearly 300 films a year and hosts a handful of special events - including collaborations with local universities, independent filmmakers, and organizations like food banks and the Organic Farming Association.
Those [films] always reach out to unique audiences, says Myers, who's been General Manager for 10 years. We're putting these programs on the screen because they're important.
Uniquely situated in a five-college town, the diversity of its members and audiences is a focal point for the cinema. Events like Big Screen Classics bring out families and students alike, and the cinema has a robust late night program every Friday night that brings out a strong student population.
Our audiences are as diverse as our film selections are, Myers continues. Generally when a community is represented, especially when they're often disregarded by mainstream media, there's a real excitement about those opportunities. Depending on the type of film, you get a good bit of enthusiasm.
And because the cinema's membership base comes from a 25-mile radius, the organization has been able to identify its reach and better serve historically underrepresented audience members. For example, Amherst draws a lot of support from local Latinx audiences and strives to introduce films that center Latinx voices and stories. In 2020, the cinema's Exhibition on Screen program took audiences on a journey through the life and art of a Frida Kahlo that was very well-received, and it often presents films in collaboration with Amherst College's Latin American Studies department.
But according to Eisenhauer, they've just barely scratched the surface.
I want to pause to say that this is also a moment where we're looking at who's here and who's not here, Eisenhauer says over Zoom.
She explains how the 2022 Sundance Film Festival's lineup truly dovetails what Amherst Cinema represents and what they stand for. It's not uncommon for the cinema to feature various Sundance Institute films throughout the year.
We often run both the big marquee films and the smaller films that might not have had the same fanfare. This year's [Satellite Screen] selection is challenging and it also compliments who we are seeking to be - a program that increases our reach and our span.
Both Myers and Eisenhower pinpointed the alignment with Amhert's mission and the work that Sundance Institute does with indigenous filmmakers, labs and special programming. That prompted Amherst to attend the Festival every year for nearly a decade, along with the annual Art House Convergence conference. When the Satellite program was announced again this year, the cinema was invited to apply.
We know that Sundance is the premier film festival, we know the works that come out of that, as well the opportunities for people to not just experience film, but engage in the craft of filmmaking, says Eisenhauer. To be able to have and be part of an event that brings that kind of energy to the western Massachusetts area, and to act as a cultural beacon is very exciting, she adds.
Looking ahead to 2022, the Amherst leadership team is committed to making the organization a true Cinematic Home, while prioritizing the safety of their community. This means building a brand their audiences could trust and count on.
We want to build upon all this wonderful programming, our audiences, and what we're known for, explains Eisenhower. There is so much unpredictability, but part of the goal - and even the lesson - is understanding how to be agile and flexible.
She continues, The pandemic was a moment to pause and think about who we are. How are we serving the community and how might we move forward into a future that when you think about the demographics, we're seen as a place people can call home? We've managed to build this beautiful brand where our audience trusts us and they trust our programming selection.
Staying open and remaining a resource is another priority for the cinema and the team stressed the importance of offering a virtual option. The cinema presented around 75 virtual events during the closure.
We knew what we did and we did it well. But now we have to look a little more broadly and widley to see what else is out there, says Eisenhauer. We have this building, this screen, and this moment.
Despite having to navigate through the pandemic, being a first-time Satellite Screen and one of the only in-person features of the festival, it's the community support and engagement with other theatres that has added a positive twist for the Amherst team.
As for Myers, this will be his 15th
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
18/03/2026
Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4.
Larissa G rner Meeus will become CPO of Net Insight on May 4...
18/03/2026
SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...
18/03/2026
The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...
18/03/2026
(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...
18/03/2026
Yamaha C7 captured in Nashville
Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...
18/03/2026
Bass-enhancement plug-in upgraded
Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...
18/03/2026
Mix-reference plug-in overhauled
iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...
18/03/2026
Latest EZKeys 2 expansion arrives
Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...
18/03/2026
Jess Ho explores the politics of food in new SBS Audio podcast For The Culture
18 March, 2026
Media releases
New SBS Audio podcast For The Culture, hosted ...
18/03/2026
Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...
18/03/2026
London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...
18/03/2026
SMPTE Unveils 2026 NAB Show Educational Presentations
Brie Clayton March 18, 2026
0 Comments
SMPTE , the home of media professionals, technologists, a...
18/03/2026
Auditel Ad Campaign Shot on Blackmagic PYXIS 12K
Brie Clayton March 18, 2026
0 Comments
LED wall virtual production blends 12K open gate acquisition w...
18/03/2026
Brainstorm transforms productivity and sustainability with Suite 7 at NAB Show 2...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/03/2026
SMPTE , the home of media professionals, technologists, and engineers, today unveiled its educational presentations for the 2026 NAB Show. This year SMPTE will ...
18/03/2026
Maxon, maker of powerful, approachable software solutions for creators working in 2D and 3D design, motion graphics, visual effects, gaming, and more, today ann...
18/03/2026
Digital Alert Systems
Preview
2026 NAB Show
April 19 - 22
Booth C3452
At the 2026 NAB Show, Digital Alert Systems will showcase Version 6.0 of its DASDEC ...
18/03/2026
Setplex today announced that it will showcase its complete, fully integrated Zapflex platform for the first time at the 2026 NAB Show, introducing powerful new ...
18/03/2026
THIS ANNOUNCEMENT RELATES TO THE DISCLOSURE OF INFORMATION THAT QUALIFIED OR MAY HAVE QUALIFIED AS INSIDE INFORMATION WITHIN THE MEANING OF ARTICLE 7(1) OF THE ...
18/03/2026
COW Jobs: Seeking DP for Low Budget Dramedy - Chicago
Brie Clayton March 17, 2026
0 Comments
Seeking Director of Photography for Low Budget Dramedy Fe...
18/03/2026
COW Jobs: Seeking Gaffer for Low Budget Dramedy - Chicago
Brie Clayton March 17, 2026
0 Comments
Seeking Gaffer for Low Budget Dramedy Feature Film- I...
18/03/2026
COW Jobs: Seeking Location, Sound for Low Budget Dramedy - Chicago
Brie Clayton March 17, 2026
0 Comments
Seeking Location/Sound for Low Budget Dramed...
18/03/2026
COW Jobs: Seeking Child Wrangler for Low Budget Film - Chicago
Brie Clayton March 17, 2026
0 Comments
Seeking Child Wrangler for Low Budget Dramedy Fe...
18/03/2026
Calrec Redefines Broadcast Workflows at NAB 2026 with its Most Powerful Hardware...
18/03/2026
Oscar Nominated Two People Exchanging Saliva Posted with DaVinci Resolve Studio
Brie Clayton March 17, 2026
0 Comments
DaVinci Resolve Studio handle...
18/03/2026
Boston Conservatory Presents Celebrated Musical Satire Urinetown Performances for this Center Stage production will take place at Boston Conservatory Theater ...
18/03/2026
Charlie Puth Joins Switched on Pop at Berklee NYC The Berklee alum spoke with host and Berklee NYC professor Charlie Harding for a live taping, answering audi...
18/03/2026
Wednesday 18 March 2026
BAFTA winner James McAvoy to star in Sky Original serie...
18/03/2026
Wednesday 18 March 2026
Sky Sports and Zuffa Boxing announce multi-year agreement for the UK and Ireland
Sky Sports and Zuffa Boxing have announced a new mult...
18/03/2026
Wednesday 18 March 2026
Sky Unveils Poster and Trailer for Original Feature Fil...
18/03/2026
Wednesday 18 March 2026
UP NEXT: Sky presents a bold slate of new, premium acquired content
Sky reveals slate of newly acquired premium drama and comedy, as i...
18/03/2026
Wednesday 18 March 2026
UP NEXT: Sky unveils an unmissable genre-spanning slate...
18/03/2026
Back to All News
Preparatevi Alla Terza E Ultima Stagione De La Legge di Lidia ...
18/03/2026
Back to All News
Netflix Drops Teaser and First Look Images for The Chestnut M...
18/03/2026
New Playout-to-Delivery Capabilities Elevate ATSC 3.0 Experiences, Lower DTV In...
17/03/2026
NASA+'s Rebecca Sirmons and Brittany Brown offer unique look at live streami...
17/03/2026
The transition to IP has fundamentally reshaped professional media infrastructures. Video, audio, and increasingly metadata now circulate as independent, precis...
17/03/2026
Live sports streaming can push every element in your video delivery chain to its limit, exposing every potential weakness in seconds. When the Super Bowl, the O...