Platinum Picture Show

Description

The concept of a specialised screening for older adults in Galway City was introduced by the Pálás cinema in 2019 but unfortunately was not well supported at the time and was disrupted by the Covid-19 pandemic.

On its resumption, community organiser Joe Maguire, representing the core of the attendees, began to liaise with the film programmer at the cinema. This was facilitated by the cinema having its own programmer, Will Fitzgerald. Will Fitzgerald provided a list of films coming in the forthcoming weeks, and Joe Maguire presented these to the community who voted on their preference.

From late 2022 onwards the screening saw a very encouraging increase in numbers and moved to a bigger screen and at times had to use two screens. The bar area of the cinema was used for tea, coffee and treats. However, with the closure of the Pálás, ‘Platinum Picture Show ‘ lost our home.

Will connected Joe with Chiara Kelly, manager of the Eye Cinema, who was more than happy to facilitate the group. This involved opening the cinema earlier than usual on a Friday, to accommodate the groups regular meeting time. The same principle of the community having a say in the choice of film continues and in fact has extended.

The Eye Cinema have been open to booking films that would not normally be on their schedule so that ‘Platinum Picture Show’ can continue to have a mix of revivals, Irish films, non-English language films and mainstream films. We now enjoy our complementary tea and coffee overlooking Lough Atalia.

A weekly email goes out to over 190 addresses and in turns gets forwarded beyond the group. This covers the next film but also forthcoming films so people can plan. Also a selection of other films being shown and special events are covered. This also provides the vehicle for the wider community to provide feedback via the sender (Joe Maguire). Cinemas tend to use social media as their main means of getting information out but this is not suitable for many older people so the email style is crucial in this regard.

In 2025, Galway City Council Age Friendly Programme partnered with the Eye Cinema and Galway ‘Platinum Picture Show ‘ to facilitate a series of screenings celebrating ‘Bealtaine Festival’. Galway City Council subsidised the first 40 tickets of every screening as part of ‘Platinum Picture Show ‘ in May, encouraging new audiences to attend and join the community.

Aim of Initiative

The aim of Galway ‘Platinum Picture Show’ is to create an accessible social and cultural outlet that is suitable for older film lovers.

Galway ‘Platinum Picture Show ‘ provides a welcoming environment for people who enjoy going to the cinema but may be anxious to go on their own or to attend at night.

It offers a safe space where people can catch up with friends old and new.

Finally, the ‘Platinum Picture Show’ helps to keep cinema going alive and thriving. In age of streaming, this weekly group enjoys meeting, socialising and enjoys the big screen together.

Who is it aimed at

Older people and their families and friends

3 Steps critical to success

1. Engagement with cinema staff. Being able to communicate and co-design cinema programming has been key to the success of the initiative and ensures that the films audiences want to see are being screened.
2. Buy in from the community – raising awareness of Galway ‘Platinum Picture Show’ and promoting weekly screenings. Joe Maguire, a volunteer community organiser takes responsibility for liaising with the Cinema staff and the ‘Platinum Picture Show’ attendees.
3. Ongoing communication and co-design of the programming.

3 Challenges in Planning / Delivery

1. Change to the location of the ‘Platinum Picture Show’:

   The Pálás cinema closed in February 2025 due to financial losses. The Galway ‘Platinum Picture Show’ was temporarily paused while a new relationship was established and developed with the ‘Eye Cinema’. The ‘Platinum Picture Show’ has now been restored in the Lough Atalia adjacent location and has been very successful.

2. Balancing community expectations with economics of the cinema:

   Typically, the Eye Cinema offers more commercially viable films than what would have been screened at the Pálás Cinema. Through respectful dialogue with the ‘Platinum Picture Show’ community, the Eye now offers a mixture of revival film, Irish movies, non-English language films and mainstream block busters.

3. Communication:

   Cinemas typically use websites and social media to promote their programming, but this communication does not always reach a wide audience of older adults. The ‘Platinum Picture Show’ community sends out weekly emails alerting audiences to the upcoming screenings and special events taking place in the Eye Cinema.

3 Outcomes / Benefits

1. Increased opportunity for socialising and inclusion. Development and rekindling of friendships
2. Developing interest in cinema and increased revenue for the Eye Cinema, a Galway owned and operated business.
3. Creation of a like minded community with shared interests.