The No Film School Podcast How Theaters Choose What to Show: Inside Programming
In this episode, GG Hawkins is joined by Shelby Schultz, Director of Programming at LOOK Cinemas. Shelby shares her insights into the complex and often misunderstood world of theatrical exhibition, from how she discovers films to what drives the decision-making process behind booking movies in theaters. Drawing from her extensive background in distribution, financing, and development, Shelby explains how indie filmmakers can better position their projects for theatrical success, the importance of knowing your audience, and the evolving role of movie theaters in the digital age.
In this episode, No Film School's GG Hawkins and guest Shelby Schultz discuss...
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How Shelby’s background in film led her to become a theater programmer
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The process LOOK Cinemas uses to discover and book films
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Why strong marketing and audience engagement matter more than ever for indie films
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The importance of trailer placement and timing when planning a theatrical run
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The metrics used to evaluate a film’s success in theaters
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How filmmakers can effectively pitch their projects to theater chains
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Seasonal trends in theatrical programming and when indie films have the best shot
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How audience behavior has shifted post-COVID and why theaters are still thriving
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The critical role local support plays in theatrical success
Memorable Quotes:
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"Quality doesn’t always get people to the theater... so we have to find ways to work together with our filmmaker partners."
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"I don’t necessarily need comps. I just want to know that you know who your audience is and how to reach them."
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"Success can just look like having one sold out show in your hometown."
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"Don’t be afraid to reach out to your local theater. We want to represent you."
Resources:
Find No Film School everywhere:
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📩 Send us an email with questions or feedback: podcast@nofilmschool.com
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