It’s been just under four months since the brand-new cinema in Wolverhampton’s city centre has opened and business is booming.
It’s going great… It’s nice to be able to offer the people of Wolverhampton something.
Callum Mason, Assistant Manager
A quote from Callum Mason, the assistant manager at Lockworks Cinema. Being the only independent cinema in Wolverhampton, they are looking to stand out from other cinema chains.
One way they are looking to do this is by showing exclusive films. Netflix’s Frankenstein was given a limited theatrical release and Lockworks was fortunate enough to be able to screen it. By screening these exclusive films, they hope to appeal to a smaller demographic of cinephiles as it is the only cinema in Wolverhampton where audiences can see it theatrically.
We’ve had exclusivity on Frankenstein… it’s massive for us being able to sort of draw in the crowd from Wolverhampton.
Callum Mason, Assistant Manager
Lockworks opened back in July after receiving a £2 million joint investment from the City Council and PDJ, an independent commercial operator, on a 30-year lease. It came after the famous Lighthouse Cinema closed in 2022 due to cut funding. There they screened a range of retrospective and contemporary features, independent films and shorts and even hosted a range of festivals.
One of the Council’s aims is to have a more comfortable cinema experience. “PDJ have delivered an exciting, affordable luxury offer in our city that will bring joy to thousands and thousands of movie goers, young and old” said Councillor Stephen Simkins.
With inflation rising since COVID, the cinema has lower tickets prices, comparable to other major chains, in order to help attract more customers. Mason had this to say, “people haven’t got as much disposable income, so we want to keep it as low as possible for people.”
To help promote the independent cinema, Lockworks is utilising social media to get themselves out there. They have partnered with content creators to share their new opening with viewers; in doing so, more people hear about the venue and any of their promotions.
For more information about local businesses on utilising social media visit our article, The Long Conversation: how Wolverhampton’s creatives plan to improve business.
The City council also took to social media to promote a new free parking scheme.
Parking in town right now is really expensive, which draws a lot of customers away.
A spokesperson from Medicine café, inside Lockworks Cinema
This is helpful to patrons as it helps combat prices of going to events in the evening, bringing in more business for the cinema.