News

Burns to speak at fundraiser for cinemas
by Nick Grabbe, Daily Hampshire Gazette
January 18, 2010

AMHERST - Filmmaker Ken Burns will speak at the annual fundraising event for the Amherst Cinema and Pleasant Street Theater March 13 at Hampshire College.

Burns, creator of the 11-part series "The Civil War" in 1990, produced "The National Parks: America's Best Idea" on PBS last year.

"The Tenth Inning," an update of Burns' 1994 "Baseball" series, is due to be shown on PBS this year, and a six-hour history of Prohibition is scheduled for broadcast in 2011. Burns is already working on future films on the Dust Bowl, the Roosevelts and the Vietnam War.

Burns graduated from Hampshire in 1975. College officials are preparing a short film on his work, to be shown as part of the March 13 event.

It will be at the Robert Crown Center starting at 6 p.m. There will be a reception, dinner and live auction, and tickets are $100, $150 and $250. The 1,200 theater members have first priority for tickets, which will be available to the public Feb. 2.

Last year's annual fundraiser, featuring actress Kathleen Turner, raised about $20,000 for the Amherst Cinema, a nonprofit movie house that opened in 2006. It took over operation of the Pleasant Street Theater in Northampton two years ago.

About half of all ticket revenue goes to the film distributors, and the organization must come up with $100,000 to $150,000 a year through memberships and fundraising to break even, said executive director Carol Johnson. Memberships bring in between $50,000 and $60,000 a year, she said.

Ticket revenue has been a little lower as of late because there have been no recent blockbusters, such as "The Queen," "Juno" and "Slumdog Millionaire" in past years, Johnson said. Meanwhile, costs have gone up.

"Overall, the theaters are healthy," she said. "I feel a great sense of support from the community that has allowed us to survive and thrive through the recession. But we can't rest. We can't be taken for granted. We have to ask for community support to continue."

NORTHAMPTON - Two years after the nonprofit Amherst Cinema took over management of the Pleasant Street Theater, its leaders question whether the Northampton movie house is financially sustainable.

The Pleasant Street Theater does not face imminent closure, as it did two years ago. But members of the board that supervises both theater sites have started looking around for a possible Northampton location for a theater complex that's as modern as the Amherst Cinema.

"The Pleasant Street is too small to be adequate for the long term," said Lucy Wilson Benson of Amherst, chairwoman of the board of directors. "We hope to be able to find a solution to the problem."

The Pleasant Street Theater has 120 seats for one screen and 40 for another. The Amherst Cinema has one theater with 186 seats and two with 46 seats each.

Rita Bleiman, of Northampton, a member of the board of directors, said she knows Northampton residents who wait until a movie moves from the Pleasant Street to the Amherst Cinema because they prefer seeing it there.

"I like the bohemian nature of the current Pleasant Street Theater, but a lot of people don't," she said.

Carol Johnson, executive director of both theaters, said that the Amherst Cinema is getting an increasing number of visitors from Northampton. She outlined some of the possible reasons.

While the Amherst Cinema has Dolby sound and stadium seating, the Pleasant Street has acoustics and sight-line problems; the Amherst Cinema was built for watching movies, while the Pleasant Street is a converted retail space; the Amherst Cinema has better parking and wheelchair access; and it has new equipment, while the Pleasant Street's is old, costs more to run and is subject to breakdowns.

Another factor on the balance sheet is that the nonprofit organization owns the Amherst Cinema building but has to pay rent for the Pleasant Street space.

Two years ago, the new owners spent money improving the Pleasant Street's sound, screens, lobby, restrooms and online ticket purchasing. But a full modernization is impractical, because the building is rented, and it would require expensive compliance with federal rules on handicapped accessibility, said board member Meg Gage of Amherst.

Amenities key

The amenities of a movie theater have become more important in the past two years, as options for watching films have expanded, Johnson said. DVDs are available rapidly after a film opens, Netflix makes them cheap and easy to rent and large-screen TVs mimic the moviegoing experience in one's own living room.

"Audiences more and more are looking for first-class presentation," said board member David Mazor of Amherst, who used to work in film distribution in California. "The mom-and-pop neighborhood theater has died out."

The consolidation of the two theaters was a good move for both, said Johnson. There is clearly a demand in the Northampton area for high-quality movies, and the Pleasant Street is "a beloved and legendary destination," she said.

"If we had a facility like (the Amherst Cinema) on the west side of the river, there would be no question of long-term success," she said.

Because of the way the regional lines of film distribution are drawn, the Pleasant Street is able to show films that are also at Cinemark in Hadley, such as the current "Up in the Air" and "Invictus," while the Amherst Cinema can't, Gage said.

"There is no chance that this exploration is about not doing movies in Northampton," she said. "Northampton is more important to our business than we realized when we first joined forces."

Enormous potential

Since Northampton is bigger than Amherst and is more of an arts destination, the potential for a more modern theater complex there is "enormous," she said.

Bleiman said it would be ideal for a new Northampton movie complex to be within walking distance of Smith College, though other locations might have better parking.

"We should keep our eyes and ears open about what might be available," said Bleiman, a former city councilor.

The cost of building the Amherst Cinema, which opened in 2006, was about $3 million. Any new site in Northampton would require "fundraising and community-building," Johnson said.

The long-term prospects of the Pleasant Street came up when there was fundraising two years ago to keep it open, said Silas Kopf, one of the organizers. "But we could save the theater for a fraction of what it would cost to go totally modern," he said.

He said he wants to know if the Pleasant Street's lack of amenities "is such a deterrent to people going there that it makes the economics unviable." Many people have "an emotional attachment to the place," he said.

But Kopf said he "trusts the stewardship" of Johnson and the board of directors.

"The bottom line is: Are we going to have an art theater on this side of the river?" he said. "If their plans accommodate that, I'm delighted. If they can find a new venue that is more modern in seating and sound, that would be great."

It makes good business sense for the nonprofit Amherst Cinema, owner of the Pleasant Street Theater in Northampton, to begin a search and fundraising effort to find a new location in the city for the funky little movie house.

As beloved as the downtown theater is, it will take more than the $130,000 spent on improvements two years ago to make it a strong competitor for moviegoers' dollars. Upgrades to the screens, sound system and general appearance helped, but given that the converted retail space is rented, it's impractical to do much more.

Though its slate of independent films is still a draw, members of the board of directors acknowledge that patrons are waiting for those movies to open at Pleasant Street's sister theater, the Amherst Cinema, where they can stretch out in cushy seats and experience a Dolby sound system rather than tolerate the relatively rustic accommodations in Northampton.

"Audiences are looking for first-class presentation," says board member David Mazur of Amherst, who used to work in film distribution in California. "The mom-and-pop-theater has died out."

Even Rita Bleiman of Northampton, who headed the effort to save the Pleasant Street Theater two years ago, acknowledges the problem. "I like the bohemian nature of the current Pleasant Street Theater, but a lot of people don't," she says.

Keeping a theater in Northampton is a good idea, given the city's size and its reputation as an arts and entertainment destination. Northampton also has an edge over Amherst because regional film distribution regulations allow the Pleasant Street Theater to show films that are playing at Cinemark in Hadley, while the Amherst Cinema cannot.

Using a combination of state and federal grants and community donations, the board of directors was able to come up with $3 million to buy the building where the Amherst Cinema offers two screens and 232 seats. It seems to us that the same type of effort would pay off in Northampton, once a suitable building is identified. Bleiman suggested close proximity to Smith College would be ideal, though it might be hard to find a spot with adequate parking there.

When it looked as though the Pleasant Street Theater would close in December 2007, the community rallied quickly and came up with cash to keep it going. The board should attempt to tap into that energy and loyalty again.

Despite the fact that many people can enjoy a theater-like experience in their homes, thanks to easy-access DVDs and big-screen TVs, the public still enjoys going out to the movies. According to Hollywood.com, box office gross receipts and attendance are up 10 percent so far in 2010. In 2009, gross receipts saw a similar increase over 2008.

A recent survey done by consultants for the Motion Picture Association of America indicated that a theater's amenities are high on the list of factors that get people off their couches to take in a film.

It seems like the right time to capitalize on that and give the Pleasant Street Theater a better chance to compete.

By Mary Carey

The Amherst Cinema and Pleasant Street Theater in Northampton are still attracting moviegoers, despite the national decline in consumer spending and competition from home theaters and Netflix.

An average of 7,250 people bought tickets per month at the Amherst Cinema's three theaters this year, while 3,300 people a month came to the two at Pleasant Street, said Carol Johnson, executive director of the nonprofit organization that since January has run both.

The Amherst Cinema will celebrate its second anniversary Nov. 22 and on Jan. 25 it will be a year since the Pleasant Street reopened under new management. So far, ticket sales have been on target with projections, but expenses will always exceed revenues by about $100,000 a year and fundraising will have to bridge the gap, Johnson said.

"People need to support our programming with gifts," she said. "It's just a fact of life."

Last spring and in early summer, ticket sales were slow. "We were biting our nails," said Nancy Maglione, a financial expert on the Amherst Cinema/Pleasant Street board of directors. "It caused us some anxiety. We learned about the cycles in this business, and can now prepare ourselves for times that are not as good as we'd like."

Ticket sales have rebounded and are now ahead of last year for the Amherst Cinema, Johnson said.

"People still love coming to the movies with family and friends," she said. "They like the communal experience and seeing things on a big screen."

Netflix has probably been more of a problem for video rental stores than for independent movie houses, said David Mazor, a film distribution expert on the board of directors.

"The group experience heightens the emotional impact," he said. "People have big screens at home, but they like the shared experience."

Rita Bleiman of Northampton, who helped bring the Pleasant Street and Amherst Cinema together and now sits on the board, said she has a home theater, gets HBO and belongs to Netflix, but still likes to go out to the movies. "Certain films are more fun to see with other people," she said.

The take on downturns

As for coping with recession, there are two models to consider.

Johnson compares the film business to restaurants: "You can cook at home, but people still like to go out to dinner," she said. Consumers typically cut back on eating out during tough times. On the other hand, the film industry flourished during the Great Depression.

The cost of renting films is going up along with everything else. It used to be 50 percent of the gross the first week and then a declining percentage, but now it's more typically 50 percent for the whole run, Johnson said. For some films, the percentage is even higher.

"Ten percent of the films we show pay the bills for the other 90 percent," she said. "The reason we're here is to show not only those 10 percent but all the other quality films that are important to see. If we were choosing films based on ticket sales, we'd be Cinemark."

Documentaries such as "Trouble the Water" and "Up the Yangtze" are "little jewels that appeal to a small audience," and can't be seen anywhere else, Johnson said.

The previous owners of the Pleasant Street Theater announced that it would close last December. But 450 donors raised $130,000 to keep it open under the management of the Amherst Cinema.

"It's gone better than I anticipated," said Maglione. "As enthusiastic as everyone was about providing funds, I was concerned about how sustainable the patrons would be over the longer term."

The continued presence of the Pleasant Street Theater has helped restaurants, Smith College students who want to see movies and even real estate agents, said Bleiman.

"After it reopened, my husband and I couldn't walk down the street without people coming up and saying #Thank you so much for keeping the theater,'" she said. "It seemed inconceivable that Northampton wouldn't have a movie theater, once having had three of them."

The existence of five screens has given the film booker more clout in negotiating with distributors, making it easier to get films, Johnson said. This year, Cinemark has shown more interest in independent movies, getting the first run of "Atonement" and "The Kite Runner," she said.

The two theaters have also achieved economies of scale because programming and business operations are centralized, and ticket staff can work in both places, she said. Many people come to both cinemas, Johnson said.

"The days of mom-and-pop theaters is coming to a close," she said. "The dynamic has changed and the trend is to nonprofits because we can supplement income with donations and grants."

The Pleasant Street has gotten larger screens, improved image and sound, an online ticketing system and a renovated lobby and restrooms. In a few weeks, it will sport a new dark red awning, Johnson said. A plan for a new marquee visible from Main Street was abandoned.

The downstairs theater still has some sightline problems, but some people like the "quirkiness," Bleiman said.

"Everyone feels like (the consolidation) was a good idea," said Mazor. "Now we're a combined arts organization, and our vision is to put the Pleasant Street on the same standing as the Amherst Cinema."

Funding goals

Sometime next year, the Amherst Cinema will raise the final $150,000 required to pay off its mortgage and own its building, Johnson said.

Meanwhile, about 1,800 members and supporters will receive a letter soon seeking contributions to an annual fund for both cinemas. The funding gap will be bridged through this fundraising and through memberships. There are 1,100 members and the renewal rate is 65 percent, Johnson said.

The cinemas also get cash by selling tickets at discounted prices in advance. A pack of 20 movie passes sells for $100 and will be available at the Pleasant Street Theater Nov. 22 and at the Amherst Cinema Dec. 6.

On March 7, 2009, a benefit dinner and auction is planned at the Crown Center at Hampshire College. Johnson said she hopes to raise $25,000 there. A "film notable" has tentatively accepted an invitation to appear, she said.

The Amherst Cinema has helped the town's economy by giving people from other communities a reason to visit, said Bleiman.

"Amherst has been energized by the theater," she said. "For years, there was little to do in Amherst and now it seems a more lively place."

Over the past year, the cinemas have expanded their programming beyond first-run independent films. They have hosted visits by filmmakers, directors and writers, provided screenings for emerging filmmakers, shown classics and films from 1968 and done collaborations with Five College faculty.

This Saturday at 11 a.m., Amherst Cinema will exhibit short works by western Massachusetts teenagers dealing with peace, cultural diversity, social justice and environmental awareness. On Dec. 13, a new film about Emily Dickinson will be shown. The Pleasant Street Theater will be a venue for Northampton's First Night celebration on Dec. 31.

Next year, the Pioneer Valley Jewish Film Festival will probably use both theaters from March 15 to April 4, Johnson said. There are plans for a Shakespeare film festival in March or April in cooperation with the Renaissance Center at the University of Massachusetts. Poet Martin Espada will give a reading as part of Amherst's 250th anniversary celebration.

These activities further the cinemas' educational mission and make more people aware of their film offerings, Johnson said.

"These types of organizations always have a fine line, because they take so much commitment from leadership to control costs and from the community to continue to support it," said Mazor. "We're a niche market. If you say we're financially secure, that gives a false sense that our work is over."