Once upon a time, movies were all glamour. The arch of Marilyn Munro’s eyebrows. Grace Kelly’s icy beauty. It feels like we’ve lost a little something in the modern age of film. But as an independent cinema, The Bioscope is bringing it back.
Let’s face it. Cinemas are pretty sterile nowadays. Book your ticket online. Order your snacks at the same time. And you might find that you’re right at the door to the screening room before you actually speak to a human.
That’s one of the things that makes The Bioscope different. Here, it’s all about the experience. You don’t come just to watch a film – you come to be immersed in a world of magic … and being able to feast on pizza and panini while sipping your favorite cocktail or craft beer is an added bonus. It’s fun, it’s social, and it gives you a whole bunch of reasons to switch off Netflix and get off your couch.
That’s what Russell Grant envisaged when he first dreamed of setting up an independent cinema, back in 2009. At the time, he was studying film at Wits, and was inspired by Darryl Els, a friend and fellow student who wrote his thesis on whether such a cinema could survive in Johannesburg. The duo hosted a number of screenings at the university to get a taste of how the venue could work, but the idea was parked for a while – until they were introduced to Propertuity, the development group then seeking to rejuvenate Maboneng.
The Bioscope’s first iteration as a pop-up in the rapidly growing Maboneng Precinct proved so successful that it was offered a permanent space. “It was such an exciting time, but it was difficult, too. There was no one in South Africa we could ask for advice, because nothing like this existed. We managed to track down some guys who had run old cinemas, and their only comment was ‘Why are you doing this.”
Hardly encouraging – but, as it turned out, the timing was just right for a venture like The Bioscope. Artisanal markets were popping up all over Joburg, people were swapping mass-produced lager for craft beer and big name fashion for homegrown labels, and there was a growing awareness that there was something special about the small, the unique, the non-commercial. The Bioscope was very much a part of this niche … while mall cinemas might rely on kids and families as audiences, Russell was more interested in targeting people in their twenties and thirties who were typically invested in growing their careers, and so, when they had a few moments to spare, wanted to do something special. They were open to foreign films, movies that were a little different – the type of fare you wouldn’t find in a mall cinema. And The Bioscope’s offerings weren’t limited to traditional screenings. Movie goers could attend festivals celebrating a specific genre, like documentaries, for example. Classic movie Sundays became a feature, along with the annual screening of True Romance on Valentine’s Day, and other films to commemorate landmark occasions.
Over time, though, the perfect fit between Maboneng and The Bioscope began to feel, well, not so perfect. The neighbouring bars attracting rowdy crowds that were at odds with everything The Bioscope stood for. “Good cinema is often intimate, intricate and patient, and our surroundings no longer matched that tone,” Russell says.
A new space was found at 44 Stanely and, while the move might not have been big in terms of geography, it’s brought on a whole new era of evolution. For a start, the new location attracts a much broader audience. The team also got a chance to rethink the design of the cinema, keeping everything they loved but making a few adjustments that took the experience to the next level – like adding wooden benches in front of the seats – perfect for balancing your pizza box or resting your feet. With more space and an atmosphere conducive to browsing, The Bioscope’s gift shop expanded, making it possibly South Africa’s only gift shop dedicated to cinema-themed goodies – buy anything from movie posters to toys inspired by film characters, books and soundtracks. You might also find cool items to wear among Limited Edish, Russell’s clothing range on show in the lobby.
One of the most exciting developments is the launch of The Video Store podcast. Every Tuesday. Russell chats about the films that have inspired him and what he’s currently watching; on Thursdays, he’s joined by guests who discuss their all-time favourites, and Russell makes recommendations for their ‘To be watched” list – much like the guy behind the counter at your local video store used to do.
What started as a part of Johannesburg’s regeneration has become a fixed feature on the city’s list of ‘must-sees’ – an experience that is at once gloriously nostalgic and utterly in line with Johannesburg’s current frame of mind. Details: www.thebioscope.co.za
The movies that made me
Every week, Russell asks guests on The Video Store podcast to tell him all about the movies that made a difference in their lives. Here’s his own list:
- Amelie: This film came to me in high school, so I always call it the high school crush.
- The Eternal Sunshine of the Spotless Mind: I watched this one in university. It’s beautiful, complex and nuanced – exactly what you’re into at that time of your life.
- Before Sunrise: This is the film you’d ‘settle down with’ – the one you’d marry if it was a person.
- Your Name: This is a simply incredible Japanese animation.
Text: LISA WITEPSKI. • image: The Bioscope.
