The New Audiences Initiative (NAI) is access > CINEMA’s programme aimed at offering our network of cinemas and clubs additional marketing and promotional support to one film per quarter. It could be:
The ultimate goals are to help increase the diversity of films screening across the
access >CINEMA network; to raise the profile of films that may have received no commercial release or a very limited release in Ireland; and above all to help attract new audiences who may not otherwise have engaged with a venue’s cultural cinema programme.
For every NAI title, access>CINEMA produces a dedicated marketing kit offering guidance and advice on promoting screenings of the film. Tailored social media assets are also produced and sent to programmers ahead of their screening.
In addition, sites screening the titles can apply for marketing funding to help promote their screening.
Where possible, additional extras and bonus material will also be provided for NAI titles. For example, exclusive Q&As have been recorded to accompany access>CINEMA screenings of two NAI titles – Roise & Frank and Love According to Dalva.
The latest NAI title is the re-release of Michael Haneke’s acclaimed 2005 drama Hidden (Caché), which is available for bookings during the Autumn 2025 season. 2025’s first NAI title Flow is still available for booking.
Previous titles supported by NAI are:
The New Audiences Initiative has been made possible with the help of Screen Ireland’s Building Back Audiences: Cinema Stimulus Fund.
