Tywyn’s Magic Lantern, a business that brings imagination to the community

Tywyn's popular cinema is now UK Cinema of the Year. The Biosphere interviewed its co-owner to find out more. [Darllen yn Gymraeg]

Tywyn’s Magic Lantern Cinema was crowned the first ever Cinema of the Year late last year at the British Independent Film Awards. Housed in the Tywyn Assembly Room of 1893 which started showing films as early as 1901, it beat over 130 cinemas from all over the UK in a competition which involved more than 100,000 votes.

For co-owner Sara Hulls, who runs the cinema venue with over 20 part time staff, the award was a recognition of the contribution the business makes to the cultural life of the community, and the relationships they have built up over the years, especially since Covid.

“Our nomination was supported by around 1400 messages from the public, many writing in to say how vital the cinema is to the life of the town, and how devastated they would be if we weren’t here,” she says, explaining how they have worked hard to develop a cultural offering that benefits the area.

“We know our audience, and they know us. We show a huge variety of films, the most popular being life affirming, heart-warming films that offer an escape from the real world for a few hours. Nature films are also popular."

The cinema also streams performances from the National Theatre and the Royal Opera House, hosts live theatre shows and organises film-themed party nights, and can be hired for private events. It is currently hosting a season of Welsh language events.

Food and drink are an important part of the experience. Arrive in good time, and you can order refreshments which are served on a table by your seat – and the menu includes charcuterie boards, nachos and afternoon tea, cocktails and Welsh beers, all served without single-use plastic.

What’s particularly interesting is the way that the Magic Lantern combines social benefit with profitability. It isn’t a charity or a social enterprise, and it doesn’t rely on volunteers, and yet it is focused on serving the community rather than extracting value from it, an excellent example of the ‘well-being economy’ which Wales aspires to.

The cinema provides jobs that are highly skilled, including projection, sound engineering, event planning, box office and kitchen, and the work is shared out amongst the team with most people doing most jobs, so that everyone feels part of the enterprise. Relationships with the customers are strong too.

“We’re well known in the town and we do lots for the community – four discounted screenings a week, free live music every Friday night and a free film and meal on Christmas Day,” says Sara. “We received about £1000 of donations for our Christmas event, and we didn’t even have to ask. People just give because they want to help and be part of a very special event."

Tywyn has been part of the Biosphere since 2020, and the Magic Lantern is just one example of the town’s lively civic life, which serves a much larger region. We look forward to making more links with the town.  

Images supplied by the Magic Lantern