The show must go on! Council extends The Ashford Cinema contract

Ashford’s popular town centre cinema is going to continue under the same management team, which has seen The Ashford Cinema become a firm favourite - meaning film lovers, families and local community groups can continue enjoying the latest blockbuster hits and meeting friends for a drink or bite to eat.

The news comes after Ashford Borough Council agreed to extend the current contract, which has seen a change in fortunes to the entertainment hub, based at Elwick Place.

The Ashford Cinema has established itself as the local community cinema and event space. It is providing affordable and accessible entertainment offers to local residents, whilst also delivering a growing range of community events and activities.

The narrative around the cinema is changing, with a wider appeal and offering seeing attendance numbers increase, the feedback improving and the general outlook looking more positive.

The story so far

Last year Ashford Borough Council announced their intention to step in and takeover operating the venue, after Picturehouse announced they would be leaving. 

The newly branded cinema opened its doors for the first time on Wednesday 24 April 2024.  Over the past 11 months, under the day-to-day management of industry experts The Big Picture (Cinema & Leisure Solutions), its offer and fortunes, have been transformed with a range of exciting offers and events to appeal to a more family friendly and local community audience.

This arrangement was initially for a year, but has now been extended for a further 18 months.

Cllr Noel Ovenden, Leader of Ashford Borough Council, said: “When Picturehouse made their announcement, we felt it was important to act, rather than stand-by and do nothing. We stepped in for the benefit of the local community to do all we can to keep our town centre entertainment offer at Elwick Place open for business. 

“A year on from this decision I’m pleased to say this has worked well, with a busier cinema, great customer feedback and local community groups using the venue for packed-out events.

"The Ashford Cinema now has a more positive story to tell, therefore we have decided to extend this arrangement for a further 18 months.”

The place to be

The Ashford Cinema is your local 6-screen cinema, café, workspace & bar. Located at Elwick Place, in the heart of Ashford, our space is open to everyone to meet, eat, watch, and explore. 

If you are looking for somewhere to watch the latest new film release, to work from, catch up with friends over a coffee, or host an event, The Ashford Cinema is the place for you. You can find out more info on their website.  

Ben Hammond, General Manager of The Ashford Cinema, said: "Over the last 11 months, the cinema has become a vibrant hub for the community, film lovers and families. We have undergone significant transformation, enhancing our offerings with a diverse range of films, exceptional food and drink and an outstanding bar while maintaining affordable ticket prices and introducing our AAA Membership.  

"In addition, we have been proud to host an array of community-focused events, reinforcing our commitment to accessibility and inclusivity. 

“The team and I are incredibly proud to be at the heart of the town centre, bringing people together through great films, great food, and a welcoming atmosphere. With this continued support from ABC, we remain committed to tailoring our offers to keep our cinema accessible to all. 

“We have listened to our community, and we are excited to further develop our programming and experiences offering even more diverse screenings, community-led initiatives, and special events designed to engage audiences of all ages and backgrounds."

The Bigger Picture

The cinema is now under the watchful eye of industry experts, The Big Picture. This has proven a shrewd move as they have focused on transforming the cinema with a variety of exciting new offers and events to appeal to a more family friendly and local community audience. 

This has included a wider programme of films, including theatre, ballet and opera screenings, as well as a new, exciting range of food and drink. 

There is now a range of offers providing great value for everyone, including AAA unlimited monthly membership, Midweek Magic (£6.99 tickets on Monday – Wednesdays), Cinemini, The Family Ticket and Silver Screen every Thursday morning for over 60s. 

There are also accessibly screenings and cinema customers can also park for free for up to four hours at Elwick Place car park.

Community welcome

Many local community groups have made use of the spacious foyer to hold events and activities including: Hi Kent – Hearing impaired group meetings, Pride Ashford - art display & LGBTQ+ films, D Day – special films screenings, GenCraft beer festival, Ashfood festival, McArthurGlen’s Gala Awards, independent short films screenings, Da-Base Student showcase, monthly Nepalese screenings, weekly yoga classes as well as charity quiz nights and other events. 

Nathaniel Fothergill from Da Base Music Centre said: “Our partnership with The Ashford Cinema has been a game-changer for Da Base and the young people we work with. Hosting our annual end-of-year awards show at such a professional and inspiring venue gives our students a real platform to showcase their talents, perform their work and celebrate their achievements in front of family, friends, and the community.

“For many of our young people, this event is a defining moment—it boosts their confidence, validates their hard work and gives them the experience of performing in a high-quality setting.

"The collaboration with Ashford Cinema has provided not just a venue, but an atmosphere that makes the event feel truly special, a perfect send-off to the year’s hard work.

“It’s partnerships like this that help us create lasting memories and inspire the next generation of creatives. So, thank you Ashford Cinema for being part of that journey.”

The Ashford Cinema has received a significant amount of positive feedback from customers, especially on value for money and quality of customer experience.

The next chapter

In order to continue this journey and to develop and market the cinema to a prospective new operator a full year of trading data is needed to demonstrate long-term viability. 

By extending the support to The Ashford Cinema the council believe this will safeguard the immediate future of the cinema and provide the best possible platform to reach a sustainable long-term solution.