When acclaimed Samoan-New Zealand director Tusi Tamasese’s latest film was released on a limited run in cinemas, Usufono Filipo wasn’t able to see it.
So she took matters into her own hands and organised a screening to take place at a time and place that suited her.
“It was really basic - I just wanted to eat popcorn and watch the film,” Ms Filipo told SBS.
That was made easier by Demand Film, a business connecting empty cinema theatres with people desperate to watch films outside the regular blockbuster roster.
While weekends usually see healthy ticket sales, Mondays and Wednesdays can be quiet at local cinemas, something that Demand Film CEO David Doepel wanted to take advantage of.
"Demand Film is like the Airbnb of cinemas,” Mr Doepel told SBS.
“As a company we've got relationships with cinemas all over Australia, in fact in six countries across the world now. We have a whole slew of movies and we match movies and cinemas with people that want to see them."
Demand Film CEO David Doepel. Source: SBS
Social media is used to spread the word about a "cinema worthy" movie that could take over an otherwise empty theatre.
If enough tickets are sold, films like Tamasese’s "One Thousand Ropes", which deals with themes of domestic violence, redemption and community, take centre stage.
Moana Strickland from the New South Wales Council for Pacific Communities said it was important the film gets shown in a community setting.
"Pacific and multicultural and Indigenous [groups] are quite high in suicide and domestic violence related issues,” Ms Strickland said.
“It's really important that places like Event Cinemas can show movies like that and raise awareness for our community.”
The local cinema, film director and Demand Film all take a portion of the ticket sales.
As a promoter, Ms Filipo was also entitled to a small profit, but chose to donate her share to a local charity instead.
“[Events like this] bring communities together, it brings a good sense of comradery and benefits everyone in the long run,” Ms Filipo said.
While streaming services like Netflix and Stan have made it easier than ever to have a night in, Australians still love going to the cinema.
Statistics from Screen Australia indicate that 71 per cent of people go at least six times a year.
It’s hoped community driven events will add more diversity to the line-up of films on offer.
“We are more diverse [in Australia] than we have ever been. If we just had the Hollywood diet of films that wouldn’t speak to the diversity of who we are as a country,” Mr Doepel said.
In July, Demand Film screened a variety of films from countries including India and Vietnam.
For cinema fans, the shift provided a welcome change.
"It's something unique, it's something we can be proud [of],” Campbelltown resident Charlie Fruean told SBS.
“To have a community cinema, featuring community based issues, that’s why we've come out to watch it."
