When running a multiscreen cinema, it’s important that audiences know which auditorium is showing which film. The last thing we want is customers who are expecting the new Pixar film walking in to see the latest from Lars Von Trier!
At many cinemas the film’s title is displayed above the screen entrance using the traditional, removal marquee letters. At Clapham Picturehouse, we’ve always used chalkboards instead. A couple of years ago, we introduced removable chalkboards, to enable the creation of more considered, artistic signage rather than a rushed title written while standing on a stepladder. The signs immediately became clearer and smarter. However, one of our ushers has taken this idea to the next level.
Illustrator and artist Ben Collison’s chalkboards are becoming an iconic part of Clapham Picturehouse, and customers will often stop to take a photo of the board before going into the screen. Ben started with ordinary chalk, before moving on to chalk pens and occasionally paint. The boards are no longer mere signs, but have become an integral part of the visual ambiance of our foyer!