We wanted to share a small but important update about what you’ll see on screen before our films. Starting soon, we’ll be showing a short selection of adverts before some screenings.

While it’s not something we’ve done before at The Ultimate Picture Palace, and it’s not a decision we’ve taken lightly, introducing a small number of adverts will help us plan responsibly for the years ahead. Our costs have risen significantly in the past four years, and we need to make thoughtful choices to keep the cinema on a strong footing for the future.

We’ve chosen to keep the advert length modest – just eight minutes, compared with the 20-30 minutes you’ll find at some cinemas – because we want to preserve the relaxed, welcoming experience that makes the UPP special.

The good news is that your continued support has helped us grow admissions year after year and, despite this challenging period, we remain hopeful that the cinema will go from strength to strength. This step isn’t about survival, it’s about sustainability. Looking ahead, we also know that a major investment is on the horizon, as we will need a new projector within the next couple of years. By adding a small amount of advertising before screenings, we can start setting aside the funds we’ll need for that purchase and it will help ensure the cinema remains independent, community-owned, and thriving for years to come.

As ever, our mission remains the same: to inspire a life-long love of cinema; to bring an exciting mix of films to Oxford – including new releases, classics, and undiscovered gems from all around the world – all curated by our own programming team; and to provide a safe, friendly space for people from all backgrounds to come and watch a film. We’re proud to be part of this community and grateful for the support that makes what we do possible.

Thank you for understanding, and for continuing to make the UPP such a special place to watch films together.

With reel thanks,
The Ultimate Picture Palace team