Sometimes in the darkness of a winter’s night a light can emerge which illuminates a path for a weary traveler. In my posts as of late I have bemoaning the off course direction the motion picture exhibition industry has been heading. The head has been clouded with assaulting images of over plush seats, 4K projection and vastly over priced chicken tenders and $12 for a glass of wine.

Last the clouds the chaos and disarray of the present industry trends briefly parted. I saw what I feel more than strongly is the perfect model for theatres that serve a specific local community. Every year this theatre see’s its attendance, it’s revenue increase and it’s draw widened. This year in the middle of the doldrums of the the movie exhibition market, this theatre saw a 40% rise in attendance. Something is happening here, something that must be paid attention to.

While the chains extol engorged seating and overpriced food, this theatre understands firmly that the engine of an enduring movie going experience is first and foremost, community.

The Artcraft Theatre is a 623 house movie palace in Franklin Indiana. It was built in 1922 in an Art Deco style, and was used for Vaudeville and silent movies. The theater was one of the first in the area to feature cool air when it installed a swamp cooler. It served as a full-time movie theater until 2000. The theatre operated continuously for 75 years before closing due to the popularity of multiplex theaters. Today, the theater is owned and operated by the non-profit, Franklin Heritage, Inc. (FHI). FHI purchased the building in 2004 .In 2015, the theater was chosen as one of the “4 Favorite Restored Small-Town Cinemas” by Midwest Living.

I think this testimony of T.M.G. , a resident of Alaskan speaks well of what The Artcraft provides people,

“Franklin, I feel like you have been hiding the Artcraft from me. I never remember seeing a billboard on the highway or a sign with arrow reading “Coolest Theater in Indiana.”

Franklin, the people need to know. They need to know that classic cinema lives on the other side of that beautiful, glowing marquee. That you can relive the first time you saw the Muppet Take Manhattan, the first time you saw Jimmy Stewart struggle with Vertigo, the first time you saw King Arthur lop off the Black Knight’s arm…

I visited the Artcraft for the first time to see Killer Clowns from Outer Space at the B Movie Celebration, and it was magic before the film even started.- This is a beautiful, old building with one gigantic screen. This is one of those rare buildings that takes you back in time.- The smell, the lights, the decor- it is definitely a little dilapidated but in great condition nonetheless. It’s just old.

Before the film began a gentleman from Fangoria came out on stage (Yes, it has a stage) to introduce the film. To my surprise he continued to introduce the creators of the film- the Chiodo Brothers- who were in attendance. Then what did he do?- He handed the mic over to none other than Joe Bob Briggs who proclaimed his love for the film and read his original review for it.

People throw the word “gem” out a lot. The Artcraft deserves this word. It owns it.”

Every year The Historic Artcraft Theatre holds a party in the City of Franklin, Indiana. Last night over 450 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. After the audience had plenty to eat and drink , they unveiled this coming years movie line-up. This year they had programmed a horde of movies and live events. The event raised pretty close to a $100,000.

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.

Check out the Artcraft, study them….they are pioneering by having a firm grasp of the past. It is an amazing theatre that give me hope that theatres will start learning from the lesson’s they are teaching.

Think about it.