CINEMASINACTION

Editorial method · Discover · Assess · Test · Share

How we discover and assess cinema initiatives.

Most cinema initiatives are presented as announcements, not evaluated case studies. We discover what cinemas are doing, do the work of separating what has been observed from what has actually been measured, and label every article accordingly — so operators can decide what to test.

Evidence labels

Every substantive article carries one of six evidence labels. Labels signal the strength of the underlying evidence, not the strength of the idea.

  • Observed

    Observed

    The initiative is confirmed, but no results are available.

  • Reach

    Reach reported

    Attendance, participation, membership or similar volume information is available.

  • Audience results

    Audience results reported

    Evidence relating to conversion, repeat attendance, frequency, participation or audience change.

  • Commercial results

    Commercial results reported

    Revenue, spend, margin, contribution or financial impact has been reported.

  • Historical

    Historical evidence

    Useful previous evidence exists, but may not reflect the current version.

  • Incomplete

    Evidence incomplete

    Important facts or claims remain unverified.

Sources and corrections

Every article carries structured source references. We distinguish primary sources (the operator, the funder, the primary research) from secondary reporting.

When claims change, we do not silently edit the original article. We publish an Evidence Update linked to the original, and the original carries a note. Editorial corrections, operator responses and conflicts of interest are logged and made visible.

Supplier-provided claims and sponsored research are labelled as such. We do not treat a supplier's marketing material as evidence.

Distinguishing initiatives from articles

A real-world initiative and an article about that initiative are not the same thing. One initiative can appear in several articles. One article — especially a comparative one — can draw on several initiatives from several cinemas. Our data model reflects this.

Multiple organisations can participate in a single initiative — the lead operator, participating cinemas, sponsors, local authorities, charities, community and programming partners, suppliers and delivery partners are each credited by role.