The Art of Programming
Programming means choosing what you are going to show and putting it together so that it becomes a program rather than disparate titles that happen to be available - which is essentially what commercial cinemas do. In this case, programming has nothing to do with computer code! Your program can be large or small, tight or loose, but there is an underlying unity to your selection(s); you are presenting a program.
Defining Your Parameters
This means knowing what you have to spend, how long you have to develop your program - i.e. this weekend, next month, three months or next year - where you're going to show it, what format you're going to show it in, what your primary goal is, and who your audience is. Without this information you have nothing to anchor any of your wonderful ideas to. At the beginning, you have an open screen, but you don't really want to research every possible situation. You don't have the time, for one thing, so it is important to set up your basic structure and make that first mark. This will give you much less to define and will lead to focus during the process and feelings of success and completion when you reach your goals down the road. So, set yourself up for a good experience right from the beginning.
Focusing in on Your Program
Who are you programming for? This means taking a look at both what you want to get across and who your potential audience is likely to be. Are you looking for entertainment at a conference, a particular theme for a group of young people, a topic-focused mini-festival, a film to illustrate a cause - or do you have something else in mind altogether? Whatever it is, be sure you can define it clearly and concisely. This is your niche. Write it down and read it aloud to your friends and colleagues to see if they understand it. If your near and dear don't get it, the general public, a distributor, or a member of the press, may not either.
Having Confidence in Your Program
Let 's say you have heard about an exciting new film that you know would be perfect in your area, but don't think it's likely to ever turn up at the usual venues. If you approach your independent theatre (or Cinémathèque) with the plea that "all my friends would love to see this. I know we can fill the theatre," don't be too surprised if they reply "Sure, you and your three friends will show up. We've tried this before and played to an empty house." If your request is declined as too risky you can consider two options: that the film isn't going to attract enough paying viewers and you'll have to wait and try to find it on video later; or you can do a little more market testing, the results of which may convince you that the show must go on. You are ready to consider putting your opinion on the line and doing whatever it takes to get your selection shown in public.
