Vision 100


Sara Frain

Group marketing director

Picturehouse Cinemas

Sara Frain has a career steeped in film, having worked in sales, marketing and distribution for independent films including Super Size Me, so it is fitting that she now heads up marketing at one of the UK’s leading art house cinema groups, Picturehouse Cinemas. She says one of her biggest achievements is helping independent films get over the all-important £1bn box office figure. “These films tend to have low marketing budgets so you need to be savvy with how you position them,” she says. Picturehouse is in the process of expanding and has opened three new cinemas in recent years, including its flagship Picturehouse Central venue in Piccadilly Circus, London and plans to open a further six over the next two years. Frain says the challenge is to “retain what makes Picturehouse unique” while the business grows. She has been responsible for rebranding new sites and installing a marketing manager at each venue. “This allows for the Picturehouse brand to grow and offer powerful support to the cinemas, while enabling them to keep their own sense of identity.”

Best advice: “Be authentic to yourself and to others.”