This award recognises the phenomenal growth in the 'event cinema' or 'alternative content' industry. The award will recognise a one-off event cinema offering that was shrewdly marketed and connected with audiences. It will not be judged on box-office results alone, but how well the campaign hit its target market.
A release that enjoyed a continuous run in cinemas is not eligible for this category, but an event-cinema offering that screened after its initial launch on other dates and/or in other venues is suitable to enter. A feature film with a typical theatrical run which had a special Q&A one night is also not eligible for entry.
This category is for event cinema offerings in traditional cinemas, not for site-specific installations or pop-ups outside of the cinema. Entries are likely to come from the fields of opera, music, theatre, museum exhibitions, and other similar non-film content.