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Clearly the cinema proprietors and
residents derive mutual benefits, but the
locals see it as a model limited to rural
areas. “The country is simply more
receptive to the kind of environment
that the Swanpool Cinema has
created”, explains a local, “Can you
imagine a volunteer-based cinema in
the city?”
Jones believes “(the cinema) keeps
people focussed on or at Swanpool
rather than travel to Melbourne for a
comparable service”. In fact the cinema
has a pulling power out of proportion to
its size. It’s one of the few amenities in
of the area to attract visitors from
Benalla and Melbourne.
It would be inaccurate to suggest
that the cinema receives support from
the Swanpool citizens by default,
through lack of choice. By residing in
the area the proprietors have built
rapport with the local community.
Kevin, a member of the CFA, has
also given talks at the local primary
school. Shirley’s patience and sweet
temper is widely recognised. “It must
be difficult for Shirley, with Adam (her
24 year-old son) being disabled, but
you’d never know it from her” Edna
said with admiration.
The survival of the Swanpool
Cinema is remarkable in the context of
the struggles faced by independent
cinemas. If Melbourne independents,
with their access to larger niche
audiences cannot survive, (the Lumiere
in Lonsdale Street closed in August
2005) then how can a cinema continue
in a town with a population of just 26?
“To say that we are ‘going strong’
isn’t very accurate”, Kevin chuckles,
“If we can get in audiences of between
30 and 40 a night it keeps things
comfortable... any less and we start to
run at a loss. Three months of 10-15 Top: Keith Smith still uses the C&W projectors, but has changed the lamphouses to
people per screening and we will Westrex 14. Above: The interior is well maintained.
accumulate a $6,000 loss”.
The main costs involved in Rather, Kevin and Shirley out fairly well”. The Swanpool programs
maintaining the cinema include hall accentuated the differences, choosing saw them named ‘Best Indie Country
hire and access to films, the latter a art-house and foreign language films, Cinema’ by Australian Independent
problem for many independents. on a second release system. This works Distributors Association in 1998.
“Cinema exhibition has changed because the art-house audience is less By integrating their business within
since we began 15 years ago” Kevin into immediate gratification and tends a community, the proprietors have
explained. “Initially the closest cinema to be older. Shirley believes teenagers insulated the venue against many of the
was in Shepparton (approximately an are more likely to cause trouble and problems faced by independents. They
hour away) but then a multiplex (part of “are too young to drive out here make the space available at affordable
theVillage chain) opened in Wangaratta, anyway!” rates for fundraisers and special
which is only a half hour trip”. The “By showing these kinds of films we occasions, they allow schools to show
Swanpool Cinema simply could not have people travelling from as far as educational films and are open and
provide an equal service. Albury” Shirley reveals, “it has worked accessible as people.

24 2008 CINEMARECORD