Rolling Audience Development Pitch Pot

Apply to this rolling fund to access support towards cultural film events and audience development and engagement activity, online or in-venue, between now and March 2022.

Film Hub members can apply for between £100 – £2,000 to support the costs of online activity such as speaker / hosting fees, marketing and promotion and presentation costs or up to £2,000. For larger scale activity, refer to the FAN Film Exhibition Fund.

c/o Electric Pedals

What is the Audience Pitch Pot?

The Pitch Pot is a rolling fund with the support of National Lottery with a quick turnaround that can be used to support Film Hub members to deliver in-venue and online (see below for guidance) screening events and activity to re-engage audiences with culturally valuable film programmes across the region in line with Film Hub priorities. Members can apply for up to a maximum of £2,000 for activity taking place online between now and March 2022

(Please note the total pot available is £19,915 so not all activity will be supported)

Film Hub Priorities

Our ambition is to give everyone, everywhere in the UK the opportunity to engage with the richest and most diverse range of great independent British and international filmmaking, past, present and future. Cultural Cinema should be for everyone, everywhere. The primary focus of the pitch pot is in-person events that bring audiences together for a communal viewing experience. Organisations delivering in-person events should be aware of local restrictions and industry advice regarding Covid-19 safety measures, and may wish to refer to the UKCA’s guidelines: Cinemas – keeping workers and customers safe during Covid-19. Projects involving online and hybrid events will be considered where this represents a valuable opportunity for audience development (see Additional Considerations for more information).

Cultural Engagement

The main objective of the Audience Pitch Pot is to support exhibitors to put on film screenings and re-engage audiences with culturally valuable film programmes across the region. All activity supported through the fund should aim to increase audiences for independent British and international films in the South West

Beyond this, there are 3 key focus areas outlined below. Applications which effectively respond to one or more of these focus areas will be given priority.

Focus Areas:


  • Developing young audiences (16-30)

Young audiences are key to the health of the exhibition sector both now and in the future. By engaging with young people, organisations can introduce new audiences to their work and foster future generations of cinema-goers. Activity focused on young audiences may target a segment of the 16-30 audience or the group as a whole.

  • Promoting inclusivity

We are committed to ensuring that the breadth of our communities are able to enjoy a range of film and are working to tackle under-representation in the exhibition industry: be that on our screens, in the workforce or among audiences. We are particularly interested in supporting proposals that address under-representation among disabled, LGBTQ+ and under-represented ethnic groups.

  • Showcasing Screen Heritage

Screen heritage material deepens our understanding of both the past and present. The fund can support activity that showcase various types of screen heritage material. These are: footage from the national and regional archives (such as The Box Archive), footage from other moving image collections, and films from UK and world cinema history. If your proposed activity includes archival material, please ensure you have contacted the relevant collection before applying. 

Our commitment to inclusion

BFI Diversity Standards

In line with the BFI Diversity Standards we encourage activity aimed at, and/or co-produced with, under-represented groups. The Standards focus on under-representation in relation to age, disability, ethnicity, gender, LGBTQ+, religion and belief (as they pertain to the Equality Act 2010), as well as socio-economic background and geographical location.

We are particularly committed to ensuring disproportionately affected audiences, such as under-represented ethnic groups, disabled, D/deaf, and neurodivergent people, can experience independent film and be welcomed into cinema spaces. All Audience Pitch Pot proposals will be asked to demonstrate how their activity promotes inclusivity among audiences, on screen and in the workforce.

We ask that all proposals embrace the Standards, and priority will be given to proposals that do this in a clear and convincing way.

Who is eligible to apply?

In order to seek financial support, you must be a Film Hub South West member organisation. Our Membership includes organisations of various sizes and shapes – from community cinemas to festivals to multi-arts centres.  If you are not already a member, please review the membership eligibility and register online, before submitting your application form.

We can only accept applications from legally constituted organisations operating in Cornwall and Isles of Scilly, Devon, Dorset, Gloucestershire, Hampshire, the Isle of Wight, Somerset and Wiltshire.

We can only accept applications from legally constituted organisations operating in Cornwall and Isles of Scilly, Devon, Dorset, Gloucestershire, Hampshire, the Isle of Wight, Somerset and Wiltshire.

What kind of activity will the Pitch Pot support

The Audience Pitch Pot support can be used to complement your normal film programme through enhanced or targeted marketing or to reach new audiences through additional activity. You might, for example, apply for £200 of support for a targeted social media campaign to reach a particular community for upcoming independent titles, or you could apply for a larger award to test out a new approach to engaging audiences such as a young ambassador scheme or a season of accessible screenings. You can also apply for support wraparound activity such as a Q&A, a post screening walk, a panel discussion, workshop or ‘in conversation’ in-venue and/or online.

Proposals can be for one-off events or for a series of screenings that fit with the Film Hub priorities outlined above.

Eligible Costs

Any cost that relates directly to the delivery of screening events such as:

  • Film rights and print transport 
  • Activity-specific staffing costs – e.g., curation, marketing or project management expenses 
  • Venue hire and activity-specific equipment costs. 
  • Marketing, Advertising and PR campaigns 
  • Event costs for enhanced screenings – e.g., speaker, talent or artists fees 
  • Volunteer and evaluation expenses 
  • Accessibility costs – e.g., creating accessible supporting materials, subtitling fees. 
  • Outreach and community inclusion costs – e.g., providing transport for isolated audiences. 
  • Audience development expenses – e.g., young programmer’s workshops 
  • Rights clearances and curation fees for screen heritage materials 
  • Costs related to online activity such as web platform of hosting fees.

This list is not exhaustive and other items may be considered. All proposed spend should contribute to the activity proposed. Beyond this, there are some areas not suitable for support from the Audience Pitch Pot.

Ineligible Costs

  • Filmmaking costs (including workshops), support for filmmakers to develop or distribute their own work, or for programmes that exclusively engage filmmaker audiences.
  • Capital costs covering building repairs.
  • Additional health and safety measures required due to Covid-19 including the purchasing of PPE.
  • Programmes entirely comprised of free events, un-ticketed events or screenings where audience numbers cannot be reported.
  • General running costs of organisations not specifically related to the activity.
  • Activity that should be covered by statutory education, including events taking place on school grounds/in school hours.
  • Events not primarily focused on film exhibition.
  • Activity covered by existing funding arrangements.
  • Programmes that duplicate provision in the same area
  • Activity taking place in a venue not open to the public – e.g., members-only venues.
  • The set-up of new film clubs and opening of new cinema venues.
  • Drive-in screenings.

Additional Considerations

Environmental Sustainability*

We are committed to minimising the environmental impact of the work we support and ask all funding recipients to contribute to this aim. In your proposal, please summarise steps you are taking to minimise the environmental impact of your activity. Some inspiring examples of exhibitors working in this area include: Scott Cinemas, HOME, Curzon and Depot. The BFI has several recommended resources that may be useful when planning around sustainability here.

Bullying and Harassment*

Bullying, harassment and racism have no place in our industries, and we expect all organisations we fund to share our commitment to this principle. The BFI and BAFTA have developed a set of principles and zero-tolerance guidance in consultation with organisations, unions and industry bodies across the film, television and games industry in response to urgent and systemic issues. These documents can be found in the BFI Bullying and harassment prevention hub. We ask all applicants to engage with these principles by, as a minimum, reading these documents and sharing them within your organisation.

These documents can be found here. We ask all applicants to engage with these principles by, as a minimum, reading them and sharing them within your organisation.


Applicants are asked to confirm that they have, or intend to put in place, an anti-bullying and harassment policy for their organisation. Our funding agreements include a warranty seeking compliance with all applicable legislation and codes of practice relating to this matter.


If you do not currently have a policy in place, please get in touch and we can signpost you to additional resources to help you to develop your policy.


For initiatives involving children, young people or vulnerable adults, applicants are asked to share their safeguarding and child protection policies along with their proposal. If you do not currently have a policy in place, please get in touch and we can signpost you to additional resources to help you to develop your policy.


*Environmental sustainability, safeguarding and bullying and harassment are not formal assessment criteria, but the information you provide will be used to gauge how we may support you further in this area. If a proposed action will incur modest additional costs, you can include these in your budget for consideration.


Online Events

Projects involving online and hybrid events will be considered where this represents a valuable opportunity for audience development.

If your proposal involves online activity, it should meet all of the Audience Pitch Pot basic criteria. In addition, it should meet the expectations outlined below for culturally valuable, accessible and sustainable virtual events.

  • Online activity should support your organisation’s existing film offer and brand, and should function in some way as an audience development tool for in-person activity in the South West.
  • There should be clear reasoning for activity that takes place online if in-person or hybrid events are also viable options.
  • Online events should provide audiences with an enhanced experience – they should be clearly differentiated from widely available streaming services.
  • Activity should deliver best practice in terms of accessibility, safeguarding, rights management and presentation standards.

How do I apply?

The Pitch Pot is open for activity taking place online or in-venue between 6th April 2021 and 31 March 2022.

Apply Now


An alternative Word version of this application form is available here.

What happens next?

Proposals will be assessed on a fortnightly basis by the Film Hub team against the eligibility criteria and the fit with the the Film Hub priorities. We aim to turn around proposals within 2 weeks.

If you have any questions about the Pitch Pot, the submission process or would like to discuss your event or proposal, please drop us a line at


Apply Here

  • Audience Development Pitch Pot - Guidelines WORD VERSION Download

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