Mustard Studio Ltd

Mustard Studio is a strategic consultancy aimed at elevating cinema and hospitality experiences. Since launching in 2020, we have worked with several cinema clients, including London based venues Genesis, The Lexi and Rio Cinema Dalston, nationwide circuits Reel Cinemas and PDJ, and we recently devised the marketing strategy for the relaunch of one of the UK's oldest cinemas, Electric Birmingham. Mustard Studio specialises in strategic business planning, including long-term vision, brand and identity, hospitality, operational and digital excellence. Our services are augmented by bespoke events production for cinema and film partners, including Dirty Soup, Creative Coalition Festival and Birds Eye View. Mustard Studio is co-founded by Mandy Kean and Kate Gerova, who have built their careers in cinema operations, hospitality, brand, marketing and audience engagement. Formerly International Director of Cinema for Soho House & Co, Mandy developed Soho House's concept for The Electric Cinema Portobello, the Group's first public cinema. In addition, she built the operational framework for the member cinemas covering programming, operations, hospitality and technical excellence covering the UK, Europe, Hong Kong and Mumbai. Kate Gerova was Director of marketing and brand for Curzon Cinema Group, which has 15 x cinemas, a distribution group and an on-demand platform as part of its portfolio. Before this, she was Creative Director at Birds Eye View Film Festival, where she founded Filmonomics and, before that, Head of distribution at Soda Pictures.