BY SHEYMA BUALI
Easing off the London Film Festival, having a light lunch and coffee at Cinephelia, I realized it is not just a place where the audience gaze comes alive; it is in fact where a growing family of movie lovers can be certain they can share their high regard for the art of cinema.
A bookstore with two branches, it’s a difficult one to fully describe because the concept continues to grow. The first one, opened a year ago, is a quaint and small but fully packed bookstore in London’s east end. The second, a mere two months old, is a pristine gallery, eco-friendly café and reading room with free WiFi. They are the official book carriers of Wallflower Press, the cinema art and studies book publisher (which mean their books are sold here at in-house rates.)

books on all genres
Carrying books from other publishers just as well, topics run the gamut through all genres, regions, and levels of study, practice and critique. Their DVD selection is one to really motivate one’s interest in the world of cinema, coming from home-entertainment distributions companies that support the independent and art house and institutions that commission collectables. Being in either bookstore (east or west end), visitors are encouraged to stick around, get comfortable and flip through old movie magazines.
And there is a warm and open invitation to start a friendship, if not with the movie-buff staff running the place, definitely with their topicality. The east-end bookstore allows people to borrow books from the lending pile. While in the west-end, a cinema club is slowly but intensely coming underway. For 10 pounds a month, members have free access, with a friend, to attend weekly screenings, discussions and Q&A’s with filmmakers, theorists, critics and others.
The relationship with the publishing house guarantees that there is always an event that will be of a scholarly standard. In their first month open, they had already had an evening of discussion between film and culture academic Sophie Mayer and film director Sally Potter. The talk coincided with the recent release of Potter’s film Rage starring Judi Dench, Jude Law, and Diane Wiest, and recent release of Mayer’s book on Potter as a feminist filmmaker and performer, an Oscar-nominated director, and her role in digital cinema.

reading room
Meanwhile, the gallery is exhibiting Polish film posters: a rare and beautiful collection of movie relics. The unique art of Polish posters is one that grew into being a very important outlet for artists. They combined influences and techniques from Constructivism, Futurism and Surrealism and the disciplines of architects, painters and printmakers. By the 1960’s, poster artists preferred, rather than placing obvious symbols of the movie they were depicting like stars and such, to create their visual interpretation through the film’s themes. Of the films depicted in posters on display right now are those by directors such as Stanley Kubrick, David Lynch and Akira Kurosawa among many others.
Though the space is open to the public, evening film events are unfortunately open only to members. The reason for this format is to keep the commercial aspect of the cinema experience null. Rather than an event of anonymity where one pays to enter for a single night, one can come in knowing they are part of a movie lover’s network, where people committed to the art take part week after week.
Having gone to enjoy their movie-clad setting for a quick meal, I left having learned quite a few new things from their displays. To me, this place breeds curiosity and the desire to be more involved in the complex and romantic world of movies. They definitely spread the love for cinema and invite you to do the same: cinephile to cinephile. 
http://www.cinephelia.co.uk
Cinephelia East: 97 Sclater Street, off Brick Lane, London E1 6HR
http://www.cinephilia.co.uk/east/ go to the site for a virtual tour of bookstore
Cinephelia West: 171 Westbourne Grove, London W11 2RS
http://www.cinephilia.co.uk/west/ go to the site for a tour, info on upcoming events and Cinephelia member benefits