D-Tools Podcast #9: ‘What’s the Buzz’ about… Together For Cinema

The Together For Cinema program provides the AV industry with a unique opportunity to go beyond serving high-end luxury clients. The main focus of the program is to collaborate with the AV industry to design and install home cinema rooms in children’s hospices and other deserving family care locations across the UK. These rooms benefit not only the children and young adults but also their families, staff, and volunteers.

Ian Morrish, Founder and Managing Director of Together For Cinema, joined the D-Tools “What’s the Buzz” podcast to discuss the organization’s origins, achievements, and how suppliers and integrators can get involved.

It all began in 2009 when Morrish, then working for the Integrated Systems Europe (ISE) trade show team, learned about a holiday home in Blackpool, England, for terminally ill children. He reached out to them, made a few phone calls, and coordinated donations. Fourteen months later, the first cinema room opened, marking the start of the Together For Cinema journey.

“Our Together For Cinema rooms get churn… they are used almost every day. There are a bunch of kids and families in there every day. These rooms are used, and they are making a huge difference.” — Ian Morrish, Together For Cinema

Following this initial success, Morrish set and achieved a goal to complete 25 donated cinema rooms in the UK, primarily in children’s hospices, over the next 12 years. In 2020, the program became his full-time focus. The program now has two additional directors: Melanie Malcolm of Bespoke Home Cinemas, and Chris Pinder of HDA + uControl.

To date, Together For Cinema has installed 51 cinema rooms in the UK, valued at £1.35 million (approximately $1.9 million). All products and services are donated.

Morrish notes the program’s unique place in the UK AV industry and the trust it has built: “I think it has been taken to people’s hearts because there is nothing else like this in the UK in our industry. We have a good team that people trust, which I think is very important.”

He adds, “There is no question we are making a difference. We are cradling a family’s journey at a really difficult time.” Morrish also receives appreciation from manufacturers and integrators for the opportunity to participate, as they are accustomed to installing home theaters for wealthy clients whose private cinema rooms are rarely used. In contrast, Together For Cinema rooms are used daily by children and families, making a significant impact.

How to Get Involved

There are several ways integrators and suppliers can participate in the program:

• ​Make a financial donation
• ​Donate equipment or installation services
• ​Participate in charity events, such as the London to Brighton bicycle ride
• ​Suggest potential locations for future installations

The easiest way to get involved is via the website at togetherforcinema.co.uk.

Coming in the fall, Together For Cinema will launch a new website (givingback.tech), providing another way for the AV industry to contribute. Integrators with older equipment or extra inventory can post these items on the site, with proceeds going to the Together For Cinema program.