Last night I attended an event in support of a locally owned community movie theatre. It was a fundraiser for the programming put on by the movie theatre. As opposed to going out to large corporations to underwrite its operation, this theatre depends on cultivating the support of the community it serves. What this theatre has put together is something that could be emulated by many independent theatres who find themselves struggling. It is an inventive and fun way in which to really engage your client base.

Every year The Historic Artcraft Theatre holds a party in the City of Franklin, Indiana. Last night over 400 people people showed up to support their local community movie theatre. Local restaurants and breweries donated a large amount of food and adult beverages in order to provide food and drink to a horde of potential supporters. About 12 restaurants participated. The theme of the evening was unveiled months before the night of the party, the theme for this year’s party was “Pirates”. Many of the guests came to the evening adorned in eye patches, swords, bandanas and some even sporting a stuffed parrot on their shoulder. The intent of the evening was to get the audience relaxed and in a jovial mood which would translate to sponsorship dollars.

After the audience had plenty to eat and drink , they unveiled this coming years movie line-up. This year they had programmed 44 movies titles, each title being played during a single weekend, plus a series of live events.

The folks at the Artcraft created minimum bids for a series of more than creative categories. Here is how those good folks broke down what would be offered for bid:

OPENING BIDS

Film sponsorship (underwriting the studio minimum guarantee)
Film sponsor for the weekend’s movie. Starting at $600*

Cartoon Sponsorship (they play a cartoon before all movies)
Sponsor for the whole month’s classic cartoon. Starting at $250*

Program Sponsorship (for each movie , they print unique program)
Sponsor the program handout for the weekend. Starting at $150*

Spin & Win Sponsor (they have a raffle in front of each show)
Opportunity to spin the prize wheel on stage. Starting at $100*

Concession Sponsorship ( speaks for itself)
Your favorite candy featured for the entire month! Starting at $75*

Delivery Sponsorship ( they try to use 35mm prints as much as possible, shipping is not cheap)
Sponsor the film reels  delivery to the theatre. Starting at $50*

Prize Sponsorship (they give away a series of prizes prior to every show)
Mesmerize the crowd with on-stage giveaways. Starting at $25

At 8:00 PM , at stilted voice sporting a strained Pirate impersonation opened the bidding. The stage was rushed by anxious bidders . Bidding took place for an hour,. Individuals, banks, businesses and government offices bid against each other for their right to underwrite a certain aspect of the theatre’s movie slate. The bidding is fiercely competitive and brings about a friendly banter which further strengthens the community and its tie to theatre.

Last night at 9:00 PM , a bell was rung and bidding was concluded for the higher profile titles. More lesser profile titles were given a further 30 minutes in order to attract bids. Often single individuals would beat out large businesses and would proudly win the rights to attach their name to a certain movie title. Even more pride was who they beat out for a certain bid.

This year, the following films “Pirates of The Caribbean”, “A Christmas Story”, “Christmas Vacation”. “Labyrinth” and “Ma and Pa Kettle At Home” seemed to attract the greatest excitement.

Last year this evening brought in $68,000, which covered all the expense of programming and the attached costs. Given the attendance last evening’s party and the level of excitement, I suspect this amount of sponsorship will increase this this year.

All not for profit and for -profit theatres whether hard top or drive-in should take notice of this inventive model for fund-raising. This method of community engagement is not only a solid way of underwriting the increasing cost of programming but also is a very strong way of increasing community engagement in your theatre. The growth and success of your theatre through an event like this becomes a community affair.

It essentially vests the success or failure of a theatre onto the community it serves. I would guess that there are many in your community who see your theatre as vital and important. They would be more than happy to find a method in which to support your theatre in a stronger way. Engage your community, make them a partner in your theatre’s success.

Think about it.