In January 2026, The Baring Foundation released its latest report – Missing Out: Creative Ageing and Men, exploring how older men engage with creativity later in life and why so many don’t. We were invited to contribute as a case study, recognising the impact of our community cinema programme in engaging older men.
Contributing to this unique report has allowed us to reflect on our successes and, more importantly, consider how we might apply some of our learning to other areas of our work. We are asking whether it is possible to make our live performances and creative workshops as appealing to older men as our cinema programme. And, if so, how might we achieve this?
Our community cinema programme is a rolling cinema scheme that supports access to a diverse range of mainstream, independent, and archive films, including foreign language and ‘event cinema’ titles. Delivered in partnership with a network of voluntary exhibitors in rural locations who select, market and screen films for their communities – taking place in village halls, libraries, pubs, schools and small arts centres, spaces that feel familiar, local and welcoming.
Beyond making cinema accessible, the scheme provides purpose, connection and visibility.
Between 2022 and 2024, 39% of our cinema audiences were male, significantly higher than attendance at our live performance events. Among volunteer promoters, around half of the main contacts in these screen groups were men who don’t often describe themselves as “arts attenders”. Instead, they were those who have found their way into creativity through practical skills, shared interests and community contribution.
For Mick from Thornham Magna, being part of the local film crew marked a turning point:
“Hidden man – no more!
Being a projectionist with the Thornham Film Crew for the last 10 years has made such a big difference for me.
It has really improved my self-confidence and mental wellbeing and renewed a happy social life, after years of debilitating depression.
In my early working life as a theatre designer and technician, I was very comfortable as an “invisible” backstage worker. When I became a pensioner, wanting to keep busy and still feel useful, I enthusiastically accepted a challenge from a good male friend and neighbour to collaborate in starting regular film screenings in our local village hall.
Many of the traditional community activities used to be instigated and run by women, where the kitchen almost became a no-go area for most men!
In contrast, practical maintenance was usually the domain of male DIY enthusiasts with experience of technical equipment. Running regular film nights seemed a natural fit for male volunteers. Our role model was like the projectionist in the classic film – Cinema Paradiso.
It has been so rewarding to be able to create regular enjoyable social gatherings, and to feel recognised and appreciated for our efforts.” – Mick, Thornham Magna promoter
Mick’s story exemplifies how cinema can offer a way for men to feel useful, recognised and socially connected. By contributing technical skills developed earlier in life while forming new friendships, he reflects something we hear repeatedly: film screenings provide a socially acceptable and valued role for men who might otherwise struggle to find a place in community life.
So, what can we learn from this experience?
We have identified several factors that may contribute to higher levels of male engagement:
- Cultural habits and social acceptability – Cinema is often perceived as a more “neutral” cultural activity. This raises an important question: are there changes we could make to ensure live theatre and creative workshops feel equally accessible and less female-focused? Reviewing how we market these events could be a valuable starting point.
- Genres and programming – Cinema naturally offers a broad range of genres with strong male appeal, including action and thriller films. Could the same thinking be applied to theatre and workshops? While we regularly deliver workshops centred around mindfulness and relaxation — which certainly have value — there may also be opportunities to explore alternative themes, such as sea shanty singing or hands-on creative activities.
- Accessibility and affordability – Screenings are often shorter in duration and more affordable than other cultural activities. We have recently introduced a Pay What You Can model for our creative workshops, which may help remove financial barriers to participation.
- Social atmosphere – Hosting events in familiar community spaces can help people feel more comfortable and included. Mixed-gender creative activities can sometimes feel intimidating, so encouraging attendees to bring friends or family members may help diversify and broaden audiences.
The many contributors to The Missing Out report also conclude that improved calls to action around research, awareness, leadership, communication and language, partnerships, and funding are all important factors in helping cultural work resonate better with men. Read the full report to learn more.
You can find out about community cinema events coming up on our What’s On.
Image credits: Screening Shotesham Trinity Hall, credit Trish Thompson
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