Empire Cinema Case Study

Any structure with a distinct, identifiable and iconic product or image has an invaluable asset. Likewise, Empire Cinema is a valuable asset. However, it is essential to recognize that the audience demands are different from those that the building targeted initially. It would therefore be necessary to adapt the building for use today. It is recommended that the best use for a building such as Empire Cinema would be include using it for the objective it was originally intended. Therefore, the most preferable use for a listed cinema would still be as a cinema with other auditorium uses being acceptable. Numerous examples of such in the USA where movie palaces are cherished and retained as performing arts venues (Trevor-Jones, 2002, p. 8). Among the strategies in achieving this would be to create niche cinemas or operate the old cinema in a manner that fits the contemporary mass market.
Niche Cinema
Since the old Empire Cinema building is located in an urban environment, one way to enhance the value of the listed cinema would be through niche marketing that essentially entails responding to the needs of the local community. The relevant authorities can borrow ideas from foreign successful efforts in handling historic cinema building. For instance, City Screen has previously marketed historic cinemas to more discerning or older adults that aspire for premium products and have disposable income to support them. The key to the success for City Screen has been to understand that design values contribute to
In addition, it may have reached a state in which even adaptive reuse is uneconomical or its layout is inappropriate for change of function, especially as a commercial building. Nevertheless, reusing it rather than replacing would be the most resource-effective strategy of offering accommodation (Bullen & Love, 2011, p.