The Film Hub team's latest adventure exploring the Midlands' independent cinema scene took them to Shropshire for a catch-up with Tatenda Jamera, owner and creative director of Maona Cinema in Oswestry, where African Cinema takes a front seat, and the venue has been given a new lease of life with the launch of their Film Exhibition Fund project this Autumn.
Read on to find out how Tatenda has brought Maona Cinema back to life, why visits like this are valuable for us and our members, and what the cinema has planned for the year ahead. Join us in wishing them every success—and, most importantly, go and visit!
Film Hub Midlands On the Road: Maona Cinema, Shropshire
Getting out to visit our members is one of the best parts of working at Film Hub Midlands. It’s a chance to see what’s happening beyond our inboxes, meet the people keeping cinema alive across the region and talk through how we can help.
Our latest visit took us to Maona Cinema in Oswestry, where we caught up with owner and creative director Tatenda Jamera to hear about the cinema’s first year and some exciting plans for its future. After a brief closure, Tatenda has breathed new life into the cinema, welcoming audiences back and bringing fresh energy and ambition to the venue.
Behind the cinema is Maona Art, an arts organisation working to bring African cinema to the global stage through exhibition, distribution and filmmaking. With over 6,500 admissions in its first year of operation, there’s plenty to build on. African cinema is an important part of Maona’s identity, sitting alongside international independent films and mainstream releases. It’s a programme that gives local audiences opportunities to discover something different, as well as catch the films they already know they want to see.
And the experience doesn’t stop when the credits roll. The revamped bar gives people somewhere to meet, have a drink and spend time together before or after a screening. We love seeing cinemas make room for those conversations - often where the next film recommendation comes from!
Behind the scenes, Tatenda now has three duty managers and around 50 volunteers helping to keep things running. Former operator Ruth Carter also remains involved in programming and booking, bringing valuable experience and continuity. A recent move to LANsat film delivery has helped simplify logistics and reduce transport costs, too.
Our visit came as the team prepared to launch their Film Exhibition Fund project this autumn. Alongside hearing about the programme, we talked about the work involved in running an independent cinema. Tatenda still wears plenty of hats, juggling everything from programming and marketing to finance, HR and duty management.
That’s where a member visit can be particularly useful: making time to talk through the bigger picture, identify what support would help and connect people with others who have been there themselves.
There’s certainly no shortage of ambition for the future, but for now, the focus is on building another year of experience and audience data to help shape those decisions, while exploring funding opportunities and future partnerships.
It was lovely to hear what Tatenda and the team have achieved so far. We’re looking forward to keeping in touch, supporting their next steps and seeing more audiences discover what Maona has to offer.
Have something you’d like to show us or plans you’d like to talk through? Get in touch with the Film Hub Midlands team - we’d love to hear what’s happening at your venue.