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
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
26/11/2025
Back to All News
Netflix Deepens Partnership with Taiwan's 62nd Golden Hors...
25/11/2025
Tracy Bonareri Onchoke, an investigative journalist from Kenya is the winner of the Thomson Foundation's Young Journalist Award 2025.
The 26-year-old-sele...
25/11/2025
SVG All-Stars: Blayke Scheer, Senior Director, Creative Content, YES NetworkThe Indiana alum has turned storytelling into an artform for more than two decadesBy...
25/11/2025
Op-Ed: With FCC's C-Band Auction on the Horizon, Broadcasters Need Proven, C...
25/11/2025
Analysis: Is Baller League really the future of sport? By Callum McCarthy, Editor-at-Large
Tuesday, November 25, 2025 - 10:10
Print This Story
With KSI on...
25/11/2025
Platinum Whitepaper: The Growth of Broadcast in the World of Major Large Scale E...
25/11/2025
SVG Summit 2025 Preview: SVG Women's Sports WorkshopBy Samantha Gabay
Tuesday, November 25, 2025 - 10:27 am
Print This Story | Subscribe
Story Highlig...
25/11/2025
SVG New Sponsor Spotlight: CacheFly's Matt Levine on the Evolving Role of th...
25/11/2025
Peacock's EA SPORTS Madden NFL Cast Levels Up on Thanksgiving With SkyCam as...
25/11/2025
Mathias Broe attends the 2025 Sundance Film Festival premiere of Sauna at Library Center Theatre. (Photo by Michael Hurcomb/Shutterstock for Sundance Film Fes...
25/11/2025
The best playlists, podcasts, and audiobooks bring a little extra magic to your daily routine. With new features and offerings, Spotify Premium delivers even mo...
25/11/2025
Comprehensive new research confirms what we already knew: Australian music fans love the quality, quantity, and access they have to new and local music on strea...
25/11/2025
Applicable Products
Objectives The purpose of this application note is to give a brief background on 5G (NR) wireless communication an explain the reason a SN...
25/11/2025
Nielsen will now measure both Lionsgate's FAST channel MovieSphere and Movie...
25/11/2025
FREMONT, Calif. Blackmagic Design said the Associated Press has completed the transition of its global video-editing platform to DaVinci Resolve Studio....
25/11/2025
Berklees Inaugural Nat King Cole and Natalie Cole Scholarship Awarded to Paris P...
25/11/2025
NEW YORK NFL and college football coverage, the MLB postseason and the new fall broadcast-TV season contributed to major gains for traditional media companies a...
25/11/2025
SAUGERTIES, N.Y. Tower Products, a manufacturer and distributor of pro video and audio equipment here, said President and CEO Jim Veltrie will retire from the c...
25/11/2025
Following last week's disclosure that it had acquired a 8.2% stake in E.W. Scripps, Sinclair has filed papers with the Securities and Exchange Commission pr...
25/11/2025
25 Nov 2025
VEON's QazCode and MeetKai Sign Agreement to Power National LLM...
25/11/2025
UKTV has acquired a high-profile slate of US dramas from Paramount Global Conten...
25/11/2025
A symphony of genius, rivalry and vengeance, boldly reimagined from Peter Shaffe...
25/11/2025
Article courtesy of Cinematography World
Read the article
FilmLight has finalised the prestigious 2025 FilmLight Colour Awards jury and welcomed award-winning...
25/11/2025
Article courtesy of Prensario
Read the article
La serie fue dirigida por Juli n de Tavira, Rodrigo Santos, y David Leche Ruiz, con direcci n de fotograf a a...
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. 
