If you are a filmmaker, writer, producer, director, actor or simply a movie lover and are interested in seeing some good Canadian films, consider joining the First Weekend Club. As the name suggests, it is an organized network of people who pledge to support an independent film during its critical first weekend in the theatre. Our goal is to generate awareness and excitement about Canadian films and to build stronger audiences during opening weekend so that these films will stay in theatres longer. There is no cost to become a member other than purchasing a ticket to see the films we are promoting. I hope you will seriously consider joining. Collectively we can make a huge impact on the success of Canadian cinema and reach more people with our stories.

What is it?
The FWC is an organized, grassroots marketing strategy to support a film's critical first weekend theatrical release. This concept was launched in Vancouver in February 2003 and has been very successful, now with over 2000 members who directly support the club's mandate. It originated in LA over ten years ago through the Black Hollywood Resource and Education Center, which has become massively successful with over 10,000 members.

How does it work?
It's easy. Members are informed when and where a film is playing through a web site, email, or telephone call. Members attend the film, or at least purchase a ticket, and encourage others to do the same. Theatres are sold out for opening weekend.

Why is this important?
The bottom line counts. Theatre owners will extend a film's release if the first weekend box office is strong. The problem most Canadian films face is that they typically do not have large marketing and advertising budgets. Consequently, few hear about these films, opening weekend box office sales are poor, and the film gets pulled from the theatre.

What does it cost to become a member?
Membership to the FWC is free. The only cost is the purchase of the movie ticket. To become a member, visit our website at http://www.firstweekendclub.ca/ for contact information for the FWC chapter in your region.

Creating A Unique Experience:
Far beyond simply sending out e-mail announcements about opening weekend, the FWC has undertaken a number of initiatives that have turned the simple movie going experience into dynamic and much anticipated events. Our goal is simply to create that unique or special experience for the moviegoer on opening weekend. This includes, providing opportunities to win door prizes, and when possible, organizing post-screening discussions with the filmmakers and stars of the show. Depending on the type of film and if the filmmaker is not available, we may also organize post-screening discussions with a small panel of seasoned professionals who will lead discussion with the audience about the film.

In addition, the FWC often organizes post-screening socials with the filmmakers, stars of the film and audience members.

More information:
To learn more about the First Weekend Club visit http://www.firstweekendclub.ca/ This national resource posts schedules of Canadian films opening across the country, and includes film synopsis's, lists of key cast and crew, and trailers, if available. Visit our membership page for contact information of the FWC chapter in your area. Currently, the First Weekend Club has chapters operating in Vancouver, Victoria, Edmonton, Toronto and Halifax, with head office in Vancouver.

And remember, the First Weekend Club is all about filling theatre seats on opening weekend so we can help keep good Canadian films in theatres longer. So please become a member, spread the word, call a few friends and go see the films we are promoting.

See you at the movies!

Patty Kohl and Corey MacPherson
Calgary Chapter
First Weekend Club
calgaryfwc@shaw.ca

Anita Adams
President
First Weekend Club

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