Abba film aids venue's reprieve

A mother and baby club and a OAP group are starting at the Savoy

A 150-year-old venue that had been on the brink of closure because it had run out of money has been saved, thanks to the hit musical film Mamma Mia!

The Savoy Theatre in Monmouth, which has a 400-seat cinema, enjoyed packed houses throughout a recent two-week run of the film featuring Abba songs.

The charitable trust which runs the venue said the money generated should keep them going into next year.

It is calling on the public for support through volunteering and attendance.

Vic Bignell, the Savoy Trust's director, said Mamma Mia, which stars Meryl Streep and Pierce Brosnan, might have been the last film shown in the cinema if it had not been attended so well.

He said the trust had no subsidies from the local council and relied entirely on people coming into the cinema as well as volunteers to help run it.

Before Mamma Mia! hit the big screen, the Savoy was not attracting big enough audiences to make it viable despite showing the latest film releases, he said.

Everyone who sees the inside of the cinema now falls in love with it Vic Bignell, Savoy Trust's director

"It was a vicious circle," said Mr Bignell.

"We had very few people coming to see the films, and therefore no money for advertising and then even less people through the box office.

"But because of Mamma Mia! we have been able to afford to advertise more, which brought us higher attendances and more volunteers to help us run the place.

"We're now planning to start running a mother and baby club and a pensioner's club.

"We always wanted to be a theatre which was at the heart of the community but we couldn't afford the staff to do the extra hours.

"Now thanks to Mamma Mia! we have around 20 volunteers all coming in at different times of the week to help run the cinema.

"But we're always looking for more volunteers, even if it's only to drop round leaflets.

"The projectionist stayed on when we took over the Savoy and is also a volunteer. He has two other jobs to keep him going."

The trust took over the Savoy Theatre in 2006 with the initial aim of saving the Grade II listed building.

'Looking comfortable'

They refurbished the venue with the help of a grant from the Welsh Development Agency, replacing seats, reopening the circle and installing equipment.

"It was very run down when we took over because the people before us had very little money," said Mr Bignell.

"But everyone who sees the inside of the cinema now falls in love with it.

"At the moment the way things are looking, we are looking comfortable going into next year."

The Savoy will be showing the sing-a-long version of Mamma Mia! from 16-18 October.

In addition to the cinema, its Savoy Players and youth theatre groups put on their own amateur productions.

E-mail this to a friend

Printable version