Investigating COVID-19 impacts on independent cinemas, local film viewing habits, and demographics for the Westdale

Abstract

The Westdale Theatre, a not-for-profit charitable community organization in Hamilton, reopened in 2019 as a premier cinema and cultural event space. However, it faced challenges with declining attendance rates, particularly during the COVID-19 pandemic. To address this issue, The Westdale Theatre sought the assistance of the McMaster Research Shop to investigate changes in film-viewing habits, audience awareness, and preferences. The report presents findings from a mixed-method investigation, including a literature review, a survey of local residents, and key informant interviews with other Canadian independent cinema owners.