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1 5. CASE STUDY 1: THE SAVOY CINEMA, PENZANCE 5.1 Overview of cinema The Savoy cinema is the only cinema in Penzance, which is a small coastal town in West Cornwall with a population of about 17,0001. It is one of a chain of five cinemas run by the Merlin group: four cinemas in West Cornwall (Penzance, Redruth, St Ives and Helston) and one in Torquay, Devon. The Savoy offers a predominantly first-run mainstream programme, with most major releases secured on date. It is a three-screen cinema with 273 seats, purpose-built in 1912 and claims to be the longest continuous running cinema in England (a claim also made by another case study cinema - the Curzon in Clevedon!) The Savoy sells more than 90,000 tickets a year. The Merlin group has little cinema competition in West Cornwall, and the Savoy's nearest non-Merlin cinema is a 50 minute drive away in Truro. The Savoy differs from the other case study cinemas in that it has an on-site restaurant, take-away pizza and ice-cream kiosk, all of which are available to non- cinema goers. As such, it has a larger more diverse group of staff than some of the other cinemas in the study, employing four regular full-time staff, and 16 regular part-time staff. It is also unique in the study in that its audience profile varies considerably with the time of year, due to a seasonal influx of visiting tourists during the summer months. 5.2 The Social, Cultural and Environmental Impact of the Savoy Cinema 5.2.1 Who visits the cinema? Clearly, one of the main groups of people on whom the cinema has a direct impact is the Savoy audience. The cinema sells about 90,000 tickets a year. The Savoy offers a predominantly first run mainstream programme, designed to appeal to both the local Cornwall-based audience, and the summer tourists. Families are an important part of the Savoy audience, and a high proportion of the films at the Savoy are screened to appeal to this sector of the population. As well as the main releases, there is also a bargain price show almost every week of recent popular family films. Analysis of the cinema's annual programme reveals that, according to bfi film classifications, a third 1 based on Census estimates of the 4 wards: Penzance Central, Penzance East, Penzance Promenade, Penzance South 2 of the annual screenings were of films designed to appeal to families, and 48% were of films with certificate PG or U. The vast majority (93%) of the Savoy screenings are of mainstream films. However, outside the school holidays, there are three or four weekly screenings on a Sunday and Monday of a specialist "arts" film. These films are selected by the Penwith Film Society, and each film tends to attract about 100-150 people per week. The Society has about 200 members, most of whom are Penzance residents, and over forty. The Society has many members of retirement age. Table 5.2.1 Analysis of Savoy programme 2002 - 2003 % of screenings Specialised films 7 Mainstream films 93 English language 99 Foreign language 1 Certificate U 17 PG 31 12 13 12A 17 15 19 18 4 The Savoy audience is described by the cinema management as 'slightly arty' and 'family-driven', reflecting these two strands of programming. Audience surveys conducted at the cinema in the past have indicated that a high proportion of the audience is made up of family groups - parents with young children. However, as a whole, the Savoy audience is older than the average UK cinema audience. In particular, 16-24 year olds - usually a key group of mainstream cinema visitors - are under-represented in the Savoy audience, and this is thought to be due largely to the local Penwith population profile which, as shown in Table 5.2.2, is notable for its age profile: 28% of local residents are aged 60 or older (higher than the national figure of 21%), and while 32% of the population in England and Wales are aged under 25, this age group accounts for only 26% of Penwith residents. The area also has a relatively low student population (5% of 16-74 year olds compared with 7% 3 nationally), partly because of the trend for young people to move away from the area to attend college or universities. There is a small further education college in Penzance, but the nearest higher education colleges and universities are in Camborne, Falmouth, Truro, Plymouth and Exeter. The Penwith population is also notable for the fact that there are very few residents from ethnic minority groups (compared to 9% in England and Wales as a whole), and this is reflected in the profile of the Savoy audience. The catchment area for the Savoy is the Penwith district, stretching from Lands End to Hayle, although the majority of cinema visitors come from the immediate local area. According to past audience surveys conducted at the Savoy, about two-thirds of the audience live within walking distance of the cinema, and half visit the cinema after walking past and seeing the adverts of what films are showing. The proportion of very local residents is smaller in the summer, partly because the audience numbers swell with the influx of tourists, and partly because during the summer, some of the regular local audience choose to stay away from the busy Penzance town centre. Table 5.2.2 Demographics of local Penwith population (Source: Census 2001) Penwith % Male 48 Female 52 Under 16 18 16-24 8 25-29 5 30-59 42 60-74 17 75 and over 11 White 98.9 Mixed 0.6 Asian or Asian British 0.2 Black or Black British 0.1 Chinese or other ethnic group 0.2 4 Employed or self-employed2 54 Unemployed 4 Students 5 Retired 18 Looking after home / family 8 Permanently sick or disabled 8 Other economically inactive 3 As well as offering a programme which caters well for families and children, the Savoy has good links with local schools, and regularly holds special screenings on request for school pupils at the end of the Christmas and Summer terms. About 20 such screenings are organised every year, usually for local primary school, with an average attendance of 80 children at each. An annual screening is also held for Penwith College students. And the Savoy has also put on occasional special screenings for local hospital patients. As well as film screenings, the cinema is sometimes used by local groups for meetings and conferences. The Savoy advertises itself as a hireable venue, but this is a small scale venture for the cinema. It cannot compete effectively with other local venues, such as the Queens Hotel banqueting facilities; and while there is some interest expressed by community groups, it is not usually financially or practically viable to accommodate them, due to the required timing of the events and the cinema's financial need to stick to its screening schedule. In addition to the film-watching cinema visitors, the Savoy attracts customers to its first floor bar and restaurant, and the street front pizza and ice-cream outlets. The bar and restaurant clientele are largely made up of members cinema audience, although the restaurant is used every year for the local bank's Christmas party. However, a wider group of passers-by visit the pizza and ice-cream outlets. 2 The base for the Census 2001 economic status profile is the resident population aged 16 to 74 5 5.2.2 What impact is the cinema having on its visitors, and the wider community? In the previous section, we described the type of people that visit the Savoy. In this section, we explore the type of impact that the Savoy has on its visitors, and the local community as a whole. This section draws on views expressed by regular audience members, the cinema's suppliers and representatives from the local press and tourist office. 126.96.36.199 Access to film, and increased film knowledge Local access to a cinema As the only cinema in Penzance, local residents see the Savoy as an important local resource, enabling them to see films without having to travel further afield. The nearest alternative cinemas are the three other Cornwall Merlin cinemas in St Ives (about 7 miles away), Helston (14 miles) and Redruth (18 miles). The nearest non-Merlin cinema is the Plaza in Truro (26 miles away, and about a 40 minute drive). The fact that the Savoy was centrally located, and within easy walking distance for Penzance residents, was very important to the audience, and as mentioned earlier, past surveys have indicated that two-thirds of the audience walk to the cinema. Public transport to and from Penzance was regarded as poor (particularly in the evening), so the Savoy was providing a valuable service to residents without cars, who would be unable to access cinemas in other towns. While on the whole, the central location of the cinema on a pedestrianised thoroughfare was seen as positive, there were some aspects of the precise location that were identified as possible problems for the cinema. Firstly, the lack of good public transport to outlying villages, and the distance of the cinema from Penzance bus or train station, meant that rural residents without cars were under-represented in the Savoy audience. Secondly, in the past, there has been a problem with rough sleepers and drinkers congregating at the southern end of Causewayhead, the street on which the cinema is located. Recent CCTV installation and active policing has improved the situation, but not entirely removed it. While most of the Savoy visitors that took part in the study felt safe when visiting the cinema, it was 6 acknowledged that some potential audience might find the area a little intimidating and stay away as a result. It was also suggested that the newly regenerated harbour area in Penzance with its new shops and restaurants might be drawing the people away from the Causewayhead part of the town. The cinema (despite repeated requests to the Council by the management) was not clearly signposted from other parts of Penzance. However, to date the harbour development had not had an obvious downward impact on ticket sales; in fact, some saw the harbour regeneration as potentially bringing more people to Penzance, and therefore possibly more people to the Savoy. Local access to a varied programme of films The Savoy is seen as offering access to a very good programme of films, covering both mainstream and specialised films. A number of regular audience members were interviewed, and all were impressed at both the number and the range of films on offer every week. This was felt to be unusual for a small cinema in a small town. The fact that the Savoy showed most mainstream films on the date of their national release, and sometimes as previews, was warmly welcomed. And the weekly screenings of independent films were recognised as an unusual benefit in a small town cinema. "It's a much better range of films than you would expect for a town of this size" "The programming is surprisingly diverse: I have the opportunity to see films here that I might have expected to have to go to London for" Regular Savoy visitors The link between the cinema and the Film Society was highly valued. Society members felt very fortunate that they were able to select their own films, and then view them in a "real cinema", unlike their counterparts in most other film societies who had to meet in church halls and other community buildings. Another benefit of the arrangement was that the Savoy took all the financial risk involved in screening the films - the Society were not charged for the hire of each film, or the hire of the cinema itself. The Savoy 7 treated the screenings as part of its main programme, taking both financial risk and profits. Some non-Film Society members that were interviewed, although not always attracted by the type of films on offer, nevertheless recognised the Savoy's link with the Society as very positive, and offering good access to films for "the serious film-goers in the area": "It's a tribute to the Savoy that they have come to that sort of arrangement with the Film Society - multiplexes wouldn't offer that kind of service" Access to film for particular sectors of the local population As described earlier, the Savoy plans its main programme to cater to family audiences, both local families and those visiting the area in the summer. The matinee screenings of family films at weekends (particularly the bargain price screenings, at which a £1.99 ticket covered admission, a small carton of popcorn and a drink) also make the cinema very attractive to families with young children. Keeping ticket prices low was a way of ensuring that films were accessible to as many local residents as possible. This was particularly important in an area like Penwith, which has a high proportion of pensioners, and according to ODPM statistics, is one of the 50 most deprived areas in England and Wales. The standard ticket price was £5, and reduced admission of £3.50 was offered to old age pensioners and children. In addition to this, the Savoy offered a reduced ticket price of £3 to adults at one or two selected screenings every week, as well as the £1.99 weekly bargain show at the weekend. The cinema also offers three types of "Movie and Meal Deals", for combined trips to the cinema and the upstairs restaurant. In interviews with regular Savoy visitors, the standard ticket prices were seen as reasonable, and the bargain shows and Movie and Meal Deals were seen as very good value, enabling people to visit the cinema for whom price might otherwise be an obstacle. Another group of local residents that are well catered for by the Savoy's weekly Penwith Film Society screenings are the film enthusiasts, and those 8 interested in visual arts. There is a strong visual arts culture in West Cornwall, boosted in recent years by the opening of the Tate Gallery at St Ives and the Barbara Hepworth Museum. The Penwith Film Society screenings are sometimes selected directly to appeal to those interested in art: screenings of 'Pollock' and 'Goya' attracted particularly large local audiences. Access to film for people with disabilities Each screen at the Savoy is wheelchair friendly, and there are ramps at the front of the cinema. However, there is currently no wheelchair access to the restaurant - providing a lift to the first floor would cost £30,000 and the cinema management feels that this expenditure would be hard to justify for a business of this size. There are no facilities in the cinema for induction loops or subtitling. The Merlin group is in the process of adapting some of its other cinemas for disabled users. The Regal cinema in Redruth is the most accessible. Opportunity to see films in a "traditional" local cinema setting Another valuable service that the Savoy was felt to be providing was the opportunity to see films in an "intimate" local cinema setting, rather than a large impersonal out-of-town cinema. The friendly atmosphere of the cinema was mentioned in all the interviews with regular Savoy visitors. The following quotes are typical: "It's a charming little cinema with a personal touch" "It's a very friendly place - the staff are friendly, and we often meet people we know there" "It's part of our social life" Regular Savoy visitors 188.8.131.52 Contribution to the sense of place / Focus for pride in the local area Participants in the study were asked what sort of wider role the cinema played in the local area, and its place in the image of the local area. 9 The Savoy was seen by members of the audience, and by the local press, as a key Penzance venue. There were not felt to be many evening entertainment options in Penzance - apart from bars, restaurants and nightclubs, the only other real Penzance venues were the Acorn Theatre, which staged fringe theatre and community shows, and the Ritz Bingo hall. Savoy visitors shared the view that a small town like Penzance was "lucky" to have a cinema that showed such a variety of films every week. This was felt to be unusual for such a small town. In 2002, the magazine Cornwall Today ran a feature about the history of the "much-loved" Savoy: its opening in 1912, its claim to be the longest continually open cinema in the country, its various changes of ownership and fortune, and its recent refurbishment. The cinema had been saved from almost certain closure in the early nineties by the current owner, Geoff Greaves, who had bought the cinema in 1990 and embarked on a five-year programme of improvements. By transforming it into a three-screen cinema, and incorporating a bar, restaurant and take- away units, he successfully turned the failing single-screen cinema into a financially viable operation. During the renovations, Geoff received a considerable amount of local support for his efforts, and Cornwall Today described him as a "knight in shining armour". And in our interviews with Savoy visitors, it was clear that the cinema engendered feelings of loyalty from them. Most cinema-goers were aware that the cinema had been open in Penzance since 1912, and many had been attending the cinema regularly for years, and reported seeing queues outside the cinema for some of the big blockbuster films. The following quotes illustrate their views of the cinema as an important resource for the community that should be supported, and a reason for remaining in Penzance. "It's an essential amenity for Penzance" "If it were to close, there would be an outcry... it would be a disaster" "I sometimes go out of a sense of duty: if you don't support it, you may lose it" "I would move back to London if it closed" 10 Regular Savoy visitors However, there was also a feeling that neither the Savoy itself, nor the town council, did enough to market the cinema as a unique, historically important part of the town. The cinema does feature as one of 20 sites of historical interest on the local authority's "Penzance Trail", and is marked as such by a plaque on the front of the building. However, the Savoy does not feature very prominently in other tourist materials for the area, or in the regeneration plans for Penzance. For example, it is noticeable that on the www.penzance.co.uk website, promoted by Penzance Chamber of Commerce, the only reference to the cinema is a simple listing under 'entertainment venues'; and in the write- up of Penwith arts and culture, there are references to a number of Penzance-based film-makers and production companies, but no mention of the cinema itself. In the 2001 Penzance Harbour and Town Regeneration Phase 1 Action Plan, the cinema is not included under 'Visitor attractions', or as part of the 'creative and cultural industries sector'. While the Savoy is not promoted by the Council as part of its tourism strategy, the local Penzance tourist office actively promotes the cinema to visitors, particularly when the weather is poor. It is felt to be one of the only Penzance venues available to visitors, particularly families, on rainy days. Several of the Savoy's regular audience members commented that, although the local Cornishman newspaper carried basic cinema listings and some film reviews, the cinema itself rarely receives additional press coverage. This was confirmed in an interview with a representative from The Cornishman, who felt that beyond weekly advertisements of the film programme, the cinema was not very proactive in getting press coverage for its events. The cinema's marketing strategy was limited to placing small adverts in local papers, and the distribution of weekly programmes to between 50 and 100 local sites, including pubs, tourist information offices, shops, hotels and caravan parks. The Savoy tended to rely on the fact that the mainstream films were already heavily advertised in national campaigns funded by the distributors. Some Savoy visitors felt that this was a missed opportunity, and in particular, the cinema's history could be exploited much more. Although there was a 11 plaque on the wall of the foyer about the 1912 opening of the cinema, and its claim to be the longest continually open cinema in the country, several commented that the cinema could capitalise much more on the cinema's historical importance. It should be seen as a selling point, both for the cinema and the town. "It doesn't promote its historical links. There's no real sense of the cinema having any personality beyond the films themselves" Regular Savoy visitor This was seen as a shame, as it was also recognised that a lot of effort had been made to refurbish both the interior and exterior of the cinema, and trying to retain the original atmosphere of the building which still has much of its original cornice work and some decorative panels. Although cinema-goers appreciated this renovation and the comfortable new seating, and thought that the screen and sound quality were reasonable, the cinema was still regarded by some as "a bit tatty", with floors that needed cleaning, a congested and uncomfortable foyer, and toilets that were described as "a bit grim". The occasional "amateurish" projection (e.g. films starting late, or technical problems with the sound) was also mentioned by several people. It was suggested that these aspects of the cinema did not help to promote an impression of the Savoy as an important building or venue in Penzance. Another selling point for the cinema was its potential as a meeting place for local residents, with its central location, attractive frontage and an interesting bar, filled with movie memorabilia, overlooking a pedestrian street. However, again, people felt that this aspect of the Savoy was not promoted effectively enough, and the bar only tended to be used by cinema-goers. 12 5.3 The Impact of the Savoy Cinema on the Local Economy 5.3.1 Overview of income and expenditure As the following table shows, the Savoy cinema receives just over half its annual income (54%) from ticket sales, and 42% from the sale of food, drink and merchandise through its various outlets. Table 5.3.1 Annual income of the Savoy cinema % of annual turnover (2002-2003) Ticket sales 54% Food, drink & merchandising 42% - cinema kiosk - 16% - bar / restaurant - 16% - pizza take away outlet - 10% Advertising revenue 4% Other income <1% With 20 members of staff, staff costs were one of the biggest expenses for the Savoy, accounting for 29% of the annual expenditure. Film hire accounted for a similar proportion (30%), followed by expenditure on catering (23%). Table 5.3.2 Annual expenditure of the Savoy cinema3 % of annual expenditure (2002-2003) Staff costs (excl. NI & pension) 29% Film hire 30% Catering 23% Repairs and maintenance 3% Rent / mortgage 6% Advertising and publicity 2% Office costs and travel 3% Fuel and utilities 2% Insurance 1% Subscriptions & licences * Bank charges & finance fees 1% 3 Each case study cinema provided account information categorised in slightly different ways. In order to present directly comparable expenditure breakdowns for the five cinemas, Table 5.3.2 excludes NI & pensions, rates, taxes and depreciation. 13 Other expenditure * 5.3.2 Measuring local money flows: the Savoy's local expenditure As part of this study, we wanted to look at the place of cinemas in their local economies. In this section, we discuss the extent to which the Savoy's expenditure stayed within the local area. In order to measure what proportion of the Savoy's income immediately left its local area, the researchers and cinema manager first needed to agree a definition of "local", in order to calculate what constituted local spending. In making these decisions, the main criterion was the catchment area for the cinema audience. Other criteria were the geography, transport links and travel patterns of the area; and the location of, and pattern of business between, suppliers in the area. The Savoy's immediate local area was defined for the purposes of this study as the Penwith district, an area of West Cornwall that stretches from Lands End to Hayle. The cinema was then asked to estimate how much of its annual expenditure was "local". As all the staff lived in the immediate local area, all the staff costs (excluding National Insurance and pension contributions) could be defined as local expenditure. Analysing the cinema's other major expense - film hire - almost none of this expenditure remained within the immediate local area, as no film distributors were based in the region. Only 3% of the expenditure associated with film hire remained within the region, and was accounted for by the Cornwall based film couriers used by the Merlin group. Where the market allowed it however, the Savoy tried to use local suppliers in favour of more distant suppliers, in order to help sustain the local economy. So, for example, 88% of the Savoy's expenditure on catering supplies and equipment was spent regionally (19% within the immediate local area of Penwith), 67% of the office costs and travel budget was spent in Cornwall or Devon (48% within Penwith), and 68% of the repairs and renewals expenditure was regional (36% local). 14 In interviews with some of the Savoy's suppliers, it was clear that the Savoy management was held in high regard by other local businesses, and the cinema was seen as an important contributor to the local economy. The cinema's relationship with other local businesses is discussed in a bit more detail in section 184.108.40.206. Overall, the Savoy spends about 42% of its annual expenditure within the Penwith district, 55% within Cornwall and a further 4% in Devon. Table 5.3.3 Extent to which Savoy expenditure remains within the locality / region4 % spent locally, i.e. within % spent within Cornwall Penwith District or Devon Staff costs (excl. NI & pension) 100% 100% Film hire 0% 3% Catering 19% 88% Repairs and maintenance 36% 68% Rent / mortgage 0% 0% Advertising and publicity 1% 52% Office costs and travel 48% 67% Fuel and utilities 0% 0% Insurance 100% 100% Subscriptions & licences 0% 19% Bank charges & finance fees 7% 7% Other expenditure 90% 90% All expenditure 42% 59% 5.3.3 Additional spend by cinema visitors Above, it was established that just under half of the money spent by the Savoy every year remains within the local area. This is a useful partial measure of the cinema's impact on the local economy, but it does not take into account the additional impact of the cinema's audience on the local economy, that is, the money spent by cinema customers (and staff, paid and unpaid) on their way to and from the cinema in local shops, bars and restaurants, and on local transport, babysitters and so on. Precise information about how much Savoy customers spent in this way was not systematically collected during this study. However, during the course of 4 The local expenditure rates in this table have been calculated over a slightly different time period to that reported in Table 5.3.2. 15 the study, a number of bars, restaurants, bakeries, food shops and take- away outlets (several of which were on the same street as the cinema) were identified, which attracted the custom of cinema visitors. For instance, there is a sweet shop opposite the cinema, which does good trade with cinema users. The cinema has come to an informal agreement with the shop whereby the cinema has agreed not to sell newspapers, and the shop has agreed not to sell popcorn. 5.3.4 Other direct or indirect local economic impacts 220.127.116.11 Staff The Savoy cinema has a direct impact on the labour market in Penzance and the district of Penwith, through its regular employment of 20 members of staff. Three of these are employed on a full-time basis - the manager, assistant manager and chef; and sixteen are on regular part-time contracts - projectionist, chef, three pizza drivers, five bar staff, three box office staff and three cleaners. One of the full-time staff - the technical manager - is shared between the five cinemas belonging to the Merlin group. Additional part-time staff are taken on during the summer months. Staff training and the provision of career development opportunities are other ways of enriching the local labour market, and the Merlin group provides its staff with a range of different training and development options. Merlin seek to provide good opportunities for staff to progress within the company: for example, one long-standing staff member has moved from cleaner to chef to accounts). All staff are expected to "multi-task", moving from cinema to catering as necessary; thus, a job at the Savoy offers work experience in a number of different roles. Other training provided for cinema staff has included: in-house projectionist training for all managers (and other interested staff) fire-fighting courses for selected managers first aid courses for selected staff Business Link courses on financial issues for assistant managers informal induction training for new recruits, who are "shown the ropes" by more experienced members of staff distribution of staff handbooks outlining information about the organisation, including health and safety policies 16 Perhaps as a result of the training and development opportunities, and variety of roles possible within the Merlin group, the workforce has been fairly stable over recent years: with several members of Savoy staff having been with the company more than six years, and an average length of stay of two years (so far) for Savoy staff as a whole. The cinema manager feels that this workforce stability may also be due to the relative scarcity of permanent year-round jobs in Penzance. At least until recent years, much of the work available in Penzance has tended to be seasonal, with many businesses in the service sector dependent on the large influx of summer visitors. The Savoy has been one of the few companies able to offer permanent year-round employment. This theory was supported by the feedback received from other local businesses interviewed during the study. A number of the Savoy's local suppliers mentioned labour market instability as having been a particular challenge for their business, with seasonal workers moving out of the area in the winter months, as the level of business reduced dramatically outside the tourist season. However, it was also noted that this situation had improved greatly since the opening of new tourist attractions in the area such as the Eden Project, the Maritime Museum in Falmouth and the Tate at St Ives. In addition to the training and work experience for its regular staff, the Savoy also provides a week of work experience for about six pupils from local schools every year. 18.104.22.168 Links with local businesses As well as the Savoy's direct expenditure on local supplies and local staff wages, the Savoy has a number of other links with local businesses, which help to embed it within the local economy. The manager of the Savoy plays an active part in the local Causewayhead Trader Association, and hosts the association's meetings in the Savoy bar. In this role, he has been directly involved in working with other local businesses to regenerate Causewayhead. In the early nineties, the street was largely derelict, with many shop windows boarded up. The subsequent renovation of the cinema and the rest of the street has significantly improved the ambience of the area, and the level of trade, both for the cinema and other adjacent businesses, has risen as a result. 17 A number of the cinema's suppliers who took part in the study had been working with the cinema for several years, with both parties acknowledging the importance (both for themselves and the local economy) of maintaining good personal and business relationships between independent local businesses. Association with the Savoy can be a marketing opportunity for local businesses. For instance, although the cinema's suppliers did not tend to advertise directly in the Savoy's brochures, when the Merlin group launched a new project (e.g. cinema refurbishment, or purchase of a new cinema), some suppliers took out support advertising in the local press, congratulating Merlin on its new venture. One supplier (a sign design and installation business) referred potential clients to the completed signage and decor at the cinema, as an illustration of the type and quality of work it could provide. There were other reciprocal links between the cinema and its suppliers; for example, one supplier had introduced the Savoy manager to new contacts, which in turn led to the expansion of the Merlin group into a new part of the South West. The Savoy has some links with the local film-making industry, and has screened rushes for local shoots (e.g. Johnny English), and has been used as a location for TV productions. The Savoy also has occasional links with Penwith Further Education College in Penzance, and in its role as a local business, has given presentations to the college's tourism and media students about how to market services to the local community. This kind of training link, along with the work experience opportunities given to six local school pupils every year, has a potential indirect economic impact on the next generation of local businessmen and women. 5.4 Summary of the Savoy's impact on the local community Impact on labour market The Savoy cinema has a direct impact on the labour market of Penzance through its regular employment of twenty members of staff, and provision of a range of training and career development opportunities for those staff. 18 The cinema also offers regular work experience opportunities for local school pupils, and occasional training to local tourism and media students. Impact on local economy Almost half of the Savoy's expenditure (42%) remains within the district of Penwith, and 59% is spent within Cornwall and Devon. Where possible, the cinema uses local suppliers and service providers, and employs local staff. The recent renovations of the cinema building have contributed to the regeneration of Causewayhead, and the cinema continues to be involved in this regeneration through its membership of the Causewayhead Traders Association. Other Causewayhead businesses also benefit from the passing trade of the Savoy visitors. Impact on local community The cinema is seen as a key entertainment venue in Penzance, offering good town centre access to a varied programme of films. It caters particularly well for families, young children, those on low income and film enthusiasts; and there is good public support for the cinema. Challenges for the cinema A number of challenges for the Savoy were identified by local people participating in this study: in particular, the under promotion of the historical significance of the cinema, and the Savoy's potential role as a meeting place; and the fact that the cinema has not been given a more prominent position in Penzance tourist or regeneration plans.
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