Building audiences for Canadian films one weekend at a time
Launched in February 2003, the First Weekend Club is wrapping up its fourth year of cultivating audiences for Canadian films during their critical first weekend of theatrical release. Members are informed by email as to when and where a new film is playing. In turn, they are encouraged to attend the film and pass this information along to other potential viewers.
Why? Because – quite simply – if a film’s opening weekend is strong, theatre owners will extend a film’s run. And this club aims to take advantage of the bottom to the advantage of Canadian films.
There are currently First Weekend Clubs operating in Vancouver, Toronto, Victoria, Edmonton and Calgary with plans for new chapters in Ottawa, Winnipeg and Halifax.
Anita Adams is the First Weekend Club’s Executive Director. She along with a 10-person board of directors oversee the organization along with the assistance of a five-person advisory board, which will grow as new regions across the country are added to the First Weekend Club roster.
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