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Featured Post written by: Tori Baker (Executive Director, Salt Lake City Film Society)

One thing that can be said about anyone who has stepped foot in a local community-based, mission driven, movie house is that they love and support independent film.  This is an audience that not only loves film, but they are drawn to films that embrace divergent topics, unusual directing styles, artistic intent, compelling stories about sub-cultures and humanity, and cinematic nostalgia.

Unlike the 14-25 year old male demographic that mainstream multiplexes covet and entice with eye-blinding, special effects-ridden movies, patrons of Art Houses care about the experience, context and preservation of film as much as the content itself — valuing and embracing the art of storytelling shared amongst community above anything else.

Art House owners and operators across the country (often as passionate about their love of film as the fans) work tirelessly to bring powerful stories in film to their communities ranging in genre from American, world and documentary cinema to rare historic, classic and genre repertory films that reflect the delicate and complex tapestry of the very communities they serve.

In the face of competition from large corporate-backed theaters, and with the proliferation of digital distribution that (while convenient and inexpensive for the film fans) present a direct challenge to the Art House model, can Art House theaters continue to be a support to filmmakers, the broader film industry and their communities in the future?

THE CHALLENGES

Few Art House patrons are aware of the blood, sweat and tears that go into managing and preserving Art House theaters.  We small indie film theater owners love what we do but are haunted by the reality that the traditional business model of film exhibition that has historically worked doesn’t work in today’s digital world, nor does it mesh with the vision for film in our communities in the future.  As these business models quickly change in response to digital demands that even mainstream media companies struggle to keep up with, we are also faced with questioning how art houses can stay relevant. Right now, there is no guarantee that we’ll survive for the next decade.

A few of our largest obstacles ahead are digital conversion of venues and maintaining facilities. Nearly all Art House operators rent or own aging brick and mortar facilities that are becoming increasingly expensive to renovate with the modern conveniences an audience expects. Add to that competition from new, digital distribution models, corporate-owned theaters and even multiplexes now screening independent films, and the struggles we face as small theater becomes all too clear. Some of these obstacles are manageable, while the other challenges are constant, impenetrable barriers. But this isn’t all bad news — there’s plenty of good here too. As community organizers through film, we are nothing if not adept at organizing around a passionate cause.

One such movement amongst Art House theater owners and operators that launched five years ago is the Art House Convergence (the brainchild of Jill Miller and John Cooper of Sundance Institute).

Art House Convergence not only facilitates industry-changing dialogue and ideas amongst Art House owners across the nation throughout the year, but it also hosts an annual conference. Every January, one week before Sundance, independent theater owners far and wide (representing over 120 Art Houses from across the country) arrive in Midway, Utah, to discuss how to make your movie-viewing experience unique, educational and a vehicle for servicing the community while figuring out ways to stay afloat in the face of a fast-changing industry and crippling economy.

Art House Convergence 2011 theater owners and operators. (Photo Courtesy of Chuck Foxen)

The peer-connectivity at the conference has been instrumental in helping Art House owners face our digital, facility and industry issues in a constructive, problem-solving way.  And we have been blown away by the support we’ve received from independent filmmakers and industry thought-leaders (having had special guest speakers at the conference like Michael Moore, Ted Hope, Tim League, Ira Deutchman and Doron Weber of the Alfred P. Sloan Foundation to name a few ¾ all of whom share their passion for indie film and have pledged support to helping Art House theaters survive).  As it continues to grow and formalize, Art House Convergence will be a keystone in shaping how the Art Houses of the future will look.

CHANGE IS INEVITABLE, AND GOOD

Art Houses have always been creative about their approach to programming, but over the last few years, and thanks to a nationwide connectivity through Art House Convergence, we’ve delved deeper into ancillary community projects like education, film fostering and live presentations by filmmakers.  Jacob Burns Film Center (@JBFC_ny) leads the charge in educational programming that incorporates everything from workshops in filmmaking to programs that lend skills to teachers on how to use the medium of film in their studies.

And my very own Salt Lake Film Society (@saltlakefilmsoc) models Film Fostering programs on Sundance Institute projects, but also expands them and takes them to a new level with a regional focus on nurturing the artists of tomorrow from our region. Live presentations include anything from traditional shows like Rocky Horror Picture Show to more in-depth audience participation screening opportunities like musical series with costume contests, singing and interactive props, actors and gift bags (all designed to be fun, education and to immerse the audience in the art of storytelling as a shared experience between filmmakers and fans).

As the modern Art House continues to strive for deeper audience engagement and to create experiences that you simply could not get at home in your surround-sound theaters or at the multiplex, they are also bringing directors, producers and actors face-to-face with their audience through live, post-screening Q&A’s or panel discussions that foster further dialogue and understanding of the importance of film in our lives.

Coolidge Corner (@thecoolidge) has an annual awards presentation to celebrate individuals who have made great contributions to independent film. San Rafael (@cafilminstitute) founded their very own Mill Valley Film Festival. And Michigan Theater and others also have created an annual institutional marketing and program-based film festivals to grow audience attendance.

But the Art House operators aren’t just stopping at entertaining programming, we are experimenting with new businesses and distribution models with much success too.  In Chicago, Music Box (@musicboxtheatre) successfully created their own distribution brand. And smaller houses are deciding to add screens to boost programming and viability with great success.

WHAT NOW, WHAT NEXT?

While all of these initiatives (and many more like them) have been successful at growing support for the continuance of local Art House theaters, the real issue at the heart of our challenges as theater owners, however, will be to overcome the long-held perception that Art Houses are exclusive, out-of-touch and of no-interest to the average person on the street.  Today, nothing could be further from the truth.

Art Houses across the country, now more than ever, are striving to engage everyone across the socio-economic spectrum in meaningful, culturally relevant ways. For sure, addressing our collective problems has involved changing our thinking (never easy to do – especially when change is expensive and the results are not always as clear as the goal) — but we are changing along with everyone else — it is a process, of course, but one that is well under way and yielding surprising and wonderful results.  Still, more needs to be done.

This is where you come in!

We all love the experience of going to our local, small theater to watch a new independent film that will resonate with us on a deep level and open our eyes to the world around us in unexpected ways.  But it is hard to understand fully what Art Houses do, how they do it and the effect they have (and can potentially have) on the broader community. Even film distributors and filmmakers have misconceptions about Art Houses.

While we theater-owners collectively strive to bridge the gap between the perception and reality of owning, operating and growing an Art House for a community, we realize and embrace the fact that the audience (the indie film fans) have the ultimate power to help educate the broader public to support our community-based cause.  Here are five easy, effective and fun things you can do to support your local Art House theater and independent film:

(1)  Donate to your local theater’s fundraising drive and become a member.  Art House theaters survive on the financial support of the community to maintain their theaters (renovations and upkeep) and to bring special programming to the communities at reduced costs (or often for free).  Share the fundraiser with friends in your social network as well – every bit helps.

(2)  Tell your public representatives that you support your art house, that you value it in your quality of life and understand its impact in your community. Film is art!

(3) Volunteer at your local Art House (even if it’s just once per month or to help with special engagements or with a fundraiser).  Volunteering is a great way to stay connected with the community and to understand from within what it’s like running an Art House. It’s also fun!

(4) Assist the Art House programmer by sending them ideas so that they may define a need in their community and meet it.

(5) Follow your local Art House in social media! Share stories and photos of how these films and special programs at your local Art House effect you and your community — blog, tweet, Facebook – share your local Art House experience!

Is your local Art House a valued cornerstone of your community?

ABOUT TORI BAKER

Executive Director, Salt Lake City Film Society

Tori Baker (Executive Director, Salt Lake City Film Society)

A Utah native, Tori has over 12 years not-for-profit film/world event and cultural institutions experience. She has been a political grassroots fund raising/development consultant with experience in generating organizational support, community development and long-term planning.

Her experience comes from years with nonprofits, including; Sundance Institute, local Salt Lake City political campaigns, Salt Lake Organizing Committee  or the Olympic Winter Games and Paralympic Winter Games as well as Muscular Dystrophy Association.  She is a co-founding leadership member of the Art House Convergence and serves as it’s Vice-Chair as well as Chair of the Way Forward Committee.  She’s a founding board member of the Utah Film & Media Arts Coalition and sits on the annual speakers selection board of the Tanner Humanities Center for the University of Utah.  She manages and motivates Board of Directors and the Advisory Board. Her expertise includes press and media relations experience associated with community programs and venue operations.

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