Audiences have changed. As the industry shifts, can the sector keep up? This Way Up is a collaborative festival of ideas giving exhibitors the chance, for the first time, to open a national dialogue on where we are and where we are going.

At This Way Up 2014, delegates were able to:

  •       Hear from the exhibition sector leaders and innovators
  •       Generate new ideas for integrating digital experiences with exhibition
  •       Make new contacts for partnerships and funding
  •       Explore new programming concepts, including audience-led innovations

Key times             

  • Monday 1 December: 8pm – Welcome Drinks, Marco Polo, Newcastle. Click here for Google map.
  • Tuesday 2 December: 9am (registration) – late (This Way Up party)
  • Wednesday 3 December: 10am – 5pm (event ends)


Monday 1st December
All delegates are welcome join us for welcome drinks (Marco Polo, Newcastle)


Join your master of ceremonies Jon Barrenechea (Picturehouse) as This Way Up 2014 opens with four key industry figures who have been asked to respond to our four provocations:

The Death of Cinema, the Rise of the Cinematic
Emma Keith, National Theatre Live
Cinematic forms and narratives are everywhere: from games and television to theatre and the arts. In turn, is watching a film without influence from other artforms enough anymore with the rise of live cinema, live soundtracking, and alternative content topping the box office?

The Price Of Wasabi Peas
Ian Francis, Flatpack Festival
Cinema at its invention was hailed as the first democratic artform, open to all, and the primary form of entertainment when picture palaces entertained thousands per night. In today’s exhibition landscape audiences can now chose to spend three times the national minimum wage on a luxury cinema seat, or join crowdfund a community cinema where films are programmed democratically with little or no entry fee. Can contemporary exhibition be both luxury, and democratic?

 How I Learned to Stop Worrying and Love the Tweetalong
Gabi Jenks, Abandon Normal Devices
Already in the first 10 years of social media, audiences build and review their life story with the likes of Timehop and #TBT. Second screen experiences are integral to broadcast television. Exhibitors are adopting ‘tweet discreet’ screenings and major cinema chains are exploring the use of displaying immediate audience comments on screen, and wearable tech is on the rise making sure we are constantly connected. Where does the online experience sit in the exhibition sector, and how can it be exploited?

Anyone can be a programmer
Michael Pierce and Philip Foxwod, Cinema Nation/Scalarama
To plan their world tour, Iron Maiden looked to torrent sites for where their music was most illegally downloaded. Online activity and data can be used to map audience behaviours in ways never thought of 10 years ago. Can a programmer still decide what an audience should watch when their preferred viewing choices are hidden in plain view? What exactly is the contemporary dialectic between the programmer and the audience as tastemaker, and who is really in control of what we exhibit?

Workshops and Panels

When’s a cinema not a cinema? Alternative Content and its place in the programme
Emma Keith (NT Live), John Wyver (RSC Screen/Journalist), Rob Arthur (Thurso Cinema), Joan Parsons (Showroom Workstation), Chair: Mark Dobson

The cinema difference: Why the collective experience still draws audiences
Sam Meech ( Small Cinema), Star and Shadow, Jacqueline Chell (Cinema for All), Chair: Dr David Forrest (University of Sheffield)

Your eyeballs in my pockets: Who controls what we exhibit?
Ian Francis (Flatpack Festival), Bill Lawrence (Reel Solutions), ICO, Ian Cartwright (ourscreen/elevenfiftyfive), Chair: Jay Arnold

Hacksploitation: How can we use hacking to problem solve?
Joeli Brearley (Future Everything), Gabi Jenks (Abandon Normal Devices)

Pitch and Mix (Pop up Space) 5pm
Join our industry panel to hear from our shortlisted Exhibition Innovation Fund applicants and vote for your favourite project!

Sheffield Doc/Fest and Crossover Labs present Interactive at This Way Up
6pm-late, Tyneside Cinema Pop Up, Pilgrim Street, Newcastle, NE1 6RL

Sheffield Doc/Fest join us for an evening of interactive exploration, where you can play with virtual reality on Oculus Rift headsets, join in a multiplayer big screen space adventure with Renga, and dance to DJ Dr Rebekka Kill who will present her Facebook is like Disco, Twitter is like Punk show blending music and social media. The evening will inspire delegates to take exhibition to the next level, and have a LOT of fun too.


Skillful Stealing, Digital Fear & moving beyond Facebook
Day 2 opens with a distinctly digital theme, as Rohan Gunatillake, Creative Director of 21awake and editor of Native, the NESTA R&D magazine, makes an opening presentation on why exhibitors should be thinking more about digital than just posting on Facebook.

Workshops and Panels

How do you capture a smile in a spreadsheet? Big Data and the Arts
Joeli Brearley (Future Everything), Rohan Gunatillake (21awake, Native)

We’re all supergeeks now: Highly engaged audiences and their effect on cinema-going culture
Chris Dennis (EOne), Simon Bateson (Take One Action), Chair: Jay Arnold (Freelance)

Fertilisation vs cannibalisation: What can film, games and culture learn and steal from each other?
Iain Simons (Game City), Cherie Federico (Aesthetica/Aesthetica Short Film Festival), Chair: Susan Picken (Queen’s Film Theatre/Film Hub NI)

The audience is already the programmer
Ivan Wadeson (The Dukes Lancaster)

Ignore your gut instincts: Intelligence led decision making
Ivan Wadeson (The Dukes Lancaster), Gabi Jenks (Abandon Normal Devices), Rob Arthur (Thurso Cinema)

Closing remarks                 Dave Moutrey (HOME, Manchester)