Toma Foster is B&B Theatres’ Director of Guest / Employee Relations.

It was in the B&B Theatres corporate conference room, four years ago, that I officially met Paul Farnsworth, Executive Director of Communications and Content. I was attending one of my first meetings after joining the company as Guest & Employee Experience Manager. His energy filled the room; equal parts passion, wit, and an unmistakable drive for creativity and connection. 

It was immediately clear he wasn’t just someone who loved what he did; he was someone who inspired others to love it, too. Whether he’s hosting company videos, leading social media campaigns, or connecting with guests online, Paul has helped shape B&B’s public persona into one defined by enthusiasm, authenticity, and a genuine love of cinema. This may be why he’s often referred to admiringly by his peers as “The Face of B&B.” 

Since that first meeting, I’ve had the privilege of working alongside Paul on a wide range of projects centred around the guest experience, and connected employee initiatives, that reflect what makes B&B unique: a belief that storytelling and community go hand in hand. Our collaborations have not only deepened my understanding of the company’s creative strategy but have also expanded how I think about storytelling, leadership, and purpose.

In this interview, Paul explored what fuels his work and perspective, challenging him to reflect more deeply on his creative process. He offered an inside look at the mind of someone who genuinely believes in the magic of cinema and the importance of meaningful guest experiences. Paul plays a pivotal role in shaping how the company communicates, shaping messaging and audience engagement into a cohesive vision that resonates well beyond the theatre walls.


Celluloid Junkie: How do you stay creatively nourished when you’re juggling so many projects plus corporate expectations? 

Paul Farnsworth: The nature of my job stems from a creative nucleus. This is a blessing and a curse. In some ways, it’s very fun to be (partially) responsible for much of the creative direction of the company. It is thrilling to have access to resources and opportunities that help to fuel the process and set us apart from others in the industry. 

The flip side of the coin, of course, is that creativity mandated is creativity stifled. When one is assigned a creative quota, it’s not surprising that execution, enthusiasm, and quality can suffer. Like an artist required to paint a dozen canvases a week, the passion and personality diminish under the pressure to “fill the order.”

So, a few things help me to stay energized. First of all, belief in the vision. I love the magic of the movies. I genuinely believe in the value the theatrical experience brings to individuals, families, and communities. At the end of the day, it’s incredibly rewarding to be part of  something that means so much to so many. 

Secondly, our people. I have great friends at B&B and within my industry circles. There’s  real strength in those relationships. We’re all navigating the same challenges and  celebrating the same wins, and that camaraderie keeps me grounded. 

Finally, I make time for myself. Work, even the fun parts, can be exhausting. Striking a  balance with family, personal time, and activities that help me reset – like being outdoors or working out – allows me to then refocus my creative energy where it’s needed most.


CJ: How do you decide when an idea is one you want to share with your B&B colleagues or one you simply keep to yourself?

PF: It really depends on the situation. I have an informal “sounding board committee,” a group  of trusted colleagues with whom I can be completely honest and expect candid feedback. If I have an idea for content or strategy, I will usually share it in real time. But if it is something that might affect multiple departments or established processes, I will vet it more carefully with that small circle before formalizing a pitch. 

The trickier question is what to do with an idea that I know is good but might not be accepted. Sometimes I wonder whether sharing it anyway is worth it, even if it is not  immediately actionable. There is no easy answer, but I have learned that even unimplemented ideas can spark valuable reflection or dialogue.


CJ: What is the deeper mission behind what you create for B&B? 

PF: I do not know how “deep” any of it is, but there is definitely a personal ambition behind the  work I try to bring to the table for B&B Theatres and for the industry overall. 

To start, social media is only a portion of what I do for the organization. I am also heavily  involved in the design and implementation of our communication strategies, working to find, formalize, and promote a public tone for the company. I collaborate closely with our marketing and loyalty teams to develop campaigns that represent our interests and invite guests to enjoy enhanced experiences. Broadly, these efforts help drive traffic, increase customer conversion and frequency, and support our site leaders in meeting their key performance indicators. 

Honestly, though, those metrics are not particularly meaningful to me — which is probably why I should never own my own business. Rather, I am motivated by what our services can provide in terms of human connection, empathy and the heart. I believe that “entertainment venues” like B&B’s family entertainment centres – arcades, bowling alleys, and social gathering spots – have an innate and necessary value, but the theatrical experience is especially essential. Cinema provides escapism, magic, imagination, nostalgia, and community. 

I hope that my work, in some small way, reminds our employees and guests of this truth: movies matter. I want everyone to associate B&B Theatres with that idea as well.


CJ: As a creative force behind B&B, do you ever ask yourself: am I driving the content, or has the incessant need to feed the content “beast” started driving me? 

PF: A bit of both. I still guide our creative direction and tone, but there is no denying that the  constant demand for fresh content can be exhausting. Our partnerships with studios are  creatively enriching, but they also come with expectations that can feel stifling and  mandated. 

While the challenge of becoming and remaining creatively innovative is sometimes difficult, the fact of the matter remains that I get to do some pretty incredible and fun things as part of my job and at the end of the day, the pressure to compete in such a vibrant and tumultuous landscape has made me better.


CJ: What is it about cinema that has always moved or inspired you on a personal level? 

PF: So much. I love movies. Always have. Growing up, my brother and I must have watched a thousand films together. It made me realize something: Cinema isn’t just entertainment. It is imagination, energy, and magic. My connection to this industry was not something I planned, but I am incredibly grateful it found me.