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Communication, mainly.

At that age, I had no interest in history as I had no sense of history having any relevance to my life.

Perception of archive footage as being dull and 'historical' and the disconnection young people often feel from the past.

How they access information

To anticipate what would be interesting for this target group.

Reaching young people with an authentic and exciting youth voice that speaks to them appropriately.

The competition is huge in big cities

Birmingham is a busy city with a lot of competing offers for young people, there's a misconception that young people aren't interested but we often find it's not that they don't want to engage but they don't have time/competing priorities.

Young people aged 16 to 19 tend to be constrained in terms of time available & by finance (many having part time jobs on top of studying).

There is little public transport and this create issues for participants as well as project deliverers.

Cost and ease of access and screening times are huge factors, along with being able to appeal as a 'trendy' venue to this target market.

The hardest part of building curiosity is making people look at what they are not familiar with seeing.

"Boring!" Overcoming that perception of film in black&white or with a slower pace

There can also be something of a pack mentality.

The biggest challenge is to make them feel self-confident enough.

Silent films are a challenging format, almost an alien visual language

Need to innovate all the time, and rapidly.

While access has increased, so too has the volume of available content.

Many films are available online legally or illegally, and tempting people to take the step out of the house and into a cinema is quite a challenge.

Copyright doesn't allow (or makes it very difficult) for young people to play with film, to remix and reuse it.

To make youngsters feel at ease with the cinema and directly involved into the organisation of events

Little Ryan - Watson Media @LittleRyan92 www.youtube.com/user/TheLittleRyanShowOne of the founding young journalists of RIFE magazine

Recent Europe wide audience research concludes that there’s a real appetite for watching films and that digital is enabling film to be more accessible than ever.

97% of respondents said they watch films.

It also reveals that communities with no film venue less than 30 minutes away from their home “do not make up for the lack of a nearby cinema by using other viewing platforms. They have a more distant relationship with film in general, whatever the film type, genre, origin and platform.“

Report: http://ec.europa.eu/culture/media/about/about-studies_en.htm

“The greater the awareness, the more likely the film is to have been seen.“

Those who experienced some kind of “film education” programme agreed that it “raised their curiosity for other types of cinema’ and led them to watching more diverse films and raised their interest in cinema and led them to watch more film.

Most film viewers generally look for information about films 'when the films are released in theatres' (37%) which indicates rather conventionally that the theatrical moment (however that might be defined) is still a key driver for film consumption.

Report is available at http://ec.europa.eu/culture/media/about/about-studies_en.htm