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
04/11/2022
The best gamers know DTS Headphone:X technology ups their play. Now major magazines have caught on, too.
DTS Headphone:X technology creates immersive soundsc...
21/05/2022
TORONTO At a time when broadcasters are facing increased security risks, the World Broadcasting Unions (WBU) has issued updated cybersecurity recommendations fo...
21/05/2022
EXTON, Penn. The Society of Cable Telecommunications Engineers (SCTE) has unveiled some of the key content themes for Cable-Tec Expo 2022, chaired this year by ...
21/05/2022
NEW YORK New forecasts from Kagan, the media research unit of S&P Global Market Intelligence, suggest that the ongoing move from console gaming to cloud-based g...
21/05/2022
Can You Write an Uplifting Song About the Climate Crisis? Student Zitong (Selina) Zhang talks about the inspiration behind her new song Life, a meditation o...
21/05/2022
Genelec GLM 4.2 and 9301B take immersive monitoring systems to the next level posted: 21/05/2022
GRADE Room Acoustic Report and advanced multi-channel feat...
20/05/2022
20th May 2022 UKTV today announces that Late Night Mash (9x60) will return to Dave for a new series of topical comedy later this year, with new host Rachel Parr...
20/05/2022
--
By Stephanie Ornelas
No question, drones are impacting the way many filmmakers approach cinematography today. Whether in television, biopics, documentar...
20/05/2022
--
By Stephanie Ornelas
Streaming services have become one of the most popular ways to watch films. The convenience and flexibility that streaming offers,...
20/05/2022
Since 2018, Chile's capital, Santiago, has led the world when it comes to re...
20/05/2022
K-Pop fans, Spotify has a listening experience that will let you connect with your favorite bands in a new way. Through Spotify's Blend feature, you can sin...
20/05/2022
Tragedy is often accompanied by triumph, on scales both big and small. As the wo...
20/05/2022
DALLAS AT&T and Dish have announced an internet distribution agreement that will allow Dish to offer AT&T Internet services, including AT&T Fiber with Hyper-Gig...
20/05/2022
CANNES The 75th edition of the Cannes Film Festival is for the very first time hosting a virtual production space, a development that marks a new milestone in t...
20/05/2022
INDIANAPOLIS NTT and Penske Entertainment have announced that they will be providing an enhanced, more immersive experience for INDYCAR fans in time for the 106...
20/05/2022
The Paramount upfront presentation at Carnegie Hall largely focused on its new streaming platform, but it was a broadcast staple that offered the event its them...
20/05/2022
Streaming grew 10% globally in the first quarter, with consumption continuing to shaft to big screens, particularly smart TVs, according to a new report from Co...
20/05/2022
Nielsen said it is now including more streaming devices and providers in its deduplicated connected TV viewing measured by its Digital Ad Ratings....
20/05/2022
Streaming's share of television viewing rose to a record 30.4% in April from 29.7% in March, Nielsen said....
20/05/2022
The CW has released its fall schedule, with new shows The Winchesters, Professionals and Walker Independence, among others, in the lineup for the first time....
20/05/2022
Viamedia, an independent ad company serving local cable operators, said it launched its Parity Ads Platform, which simultaneously inserts regionally targeted ad...
20/05/2022
Digital entertainment and games executive Andrew Schneider was named president of Genvid Entertainment and CMO of its parent company Genvid Holdings....
20/05/2022
The CW will air The Black Pack: Excellence, a special celebrating Black excellence, the network said, and commemorating Juneteenth, Sunday, June 19. The CW wi...
20/05/2022
Cinedigm's Digital Rights Management unit said its AsianCrush unit has been launched on Comcast platforms including Xfinity X1, Xfinity Flex and XClass TV....
20/05/2022
The CW presentation began with a bang, as Stevie Wonder opened things up. Wonder slid in a few CW is the way! calls during Superstition , then gave way to Ma...
20/05/2022
By TVBEurope Staff
Published: May 20, 2022
Mo-Sys Engineering has signed a distribution partnership with South Korean dealer GMS International. The agreemen...
20/05/2022
John Griffiths, chief commercial officer at Spicy Mango, takes a look at the sports broadcasting landscape and why segmented subscriptions are likely to be the ...
20/05/2022
MediaKind CEO Allen Broome talks exclusively to TVBEurope about his nerve-wracking introduction to the industry, and the democratisation of video
By TVBEurope ...
20/05/2022
NEW YORK Nielsen's The Gauge is reporting that streaming reached another record high in April, capturing 30.4% of total TV viewing and surpassing its previo...
20/05/2022
LONDON Amazon's Prime Video has announced that it has invested more than £1 billion ($1.25 billion) in the U.K. on TV programming, movies, and live sport si...
20/05/2022
WASHINGTON D.C. The National Association of Broadcasters Leadership Foundation (NABLF) has announced that renowned actor and television personality Mario Lopez ...
20/05/2022
NEW YORK The cross-media local advertising company Viamedia has launched its new Parity ADS Platform....
20/05/2022
BURBANK, Calif. The content localization and distribution services provider Pixelogic has announced that it has reached an agreement to acquire Korean dubbing s...
20/05/2022
Six games live across RT including Republic of Ireland v Ukraine
On tonight's Late Late Show special celebrating one hundred years of Irish football, RT...
20/05/2022
Advances in extended reality have already changed the way we work, live and play, and it's just getting started.
Extended reality, or XR, is an umbrella ca...
20/05/2022
Behind the Mic: Dan Orlovsky Joins ESPN's No. 2 Commentary Team for Monday N...
20/05/2022
FCC Denies Wireless-Microphone Makers' Plea for Vacant Spectrum Availability The action also spotlights new WMAS spectrum-efficient wireless technology By...
20/05/2022
MLB, ESPN Take Player-Miking to a New Level Ballplayers on the field are happy to share what's on their minds By Dan Daley, Audio Editor
Friday, May 20,...
20/05/2022
PBR Caps Epic Season With World Finals in Fort Worth, Preps for Inaugural Team S...
20/05/2022
Sky News has announced its coverage plans for The Queen's Platinum Jubilee, when the country will come together to celebrate 70 years of service by Her Maje...
20/05/2022
Published On: May 20th, 2022
--
--
--
--
data-orig-src=https://www.sgo...
20/05/2022
Overnight in Turin, Italy, Sheldon took to the stage to perform his emotive and powerful Eurovision song Not The Same, wowing the crowd in the arena, the worldw...
20/05/2022
Nokia Corporation: Repurchase of own shares on 20.05.2022
Nokia Corporation
Stock Exchange Release
20 May 2022 at 21:00 EEST
Nokia Corporation: Repurchase...
20/05/2022
Back to All News
Fares Fares Makes His Directorial Debut With A Day and A Half for Netflix
Entertainment
20 May 2022
GlobalSweden
** Group photo and indivi...
20/05/2022
Back to All News
Heartstopper Will Return to Netflix with a Second and Third Season
Entertainment
20 May 2022
GlobalUnited Kingdom (Great Britain)
Netflix ...
20/05/2022
Amazon Prime Video has commissioned ITN Productions to produce a new true crime series looking at the incredible story of a missing persons case which turned in...
20/05/2022
News | May 20 2022
Working together to build primary school children's soft skills
A new generation had fun learning about working together when volunte...
20/05/2022
Banijay Brands, in collaboration with Endemol Shine North America, will be attending Licensing Expo on 24-26 May in Las Vegas, showcasing its diverse portfolio ...
20/05/2022
On the surface, Mai Tai is an easy-to-program, fine-sounding virtual analog subtractive synthesizer. But let's dig deeper-and unlock its unique FM synthesis...
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. 
