Sign of the times
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ANR
Our community faces a harsh reality reflected in a front page headline of last week’s edition: “12th Street Cinema in danger of closing soon.”
That may have come as a shock to many, but signs of trouble have been brewing since that dreaded pandemic pause. The dilemma is certainly not unique to Hamilton County, though the question, here and elsewhere, is how do small community theaters turn the tide?
The root cause of the problem starts in Hollywood, where production companies have changed the game and revamped the movie-watching landscape by shifting distribution toward streaming services. Whether it’s a sign of the times or a permanent “new normal” caused by COVID-19, the results remain the same: fewer people count a night out in front of the big screen as part of their entertainment routine, opting instead to log on to Netflix, Hulu or a growing number of other options to pick and watch their flicks in the comfort of home.
It’s important to note that the 12th Street Cinema has a unique history, unlike many theaters in towns of any size. Looking back through the ANR archives, you can read about a core group of volunteers, led by the late Merwyn Davidson as “the driving force,” creating a vision and stirring support for a movie theater project. The Farr Trust and Mather Foundation gave sizable donations, with private donors footing the remainder of the $230,000 renovation.
The initial vision, and the end result benefitting Aurora for the past 23 years, has been an anchor business on the downtown square which provides entertainment for the whole family at an affordable price. You won’t find a better deal than a $4 movie ticket and $2.50 each for a large buttered popcorn and beverage.
The need for such a quality entertainment venue has not changed, though obviously the way society gets its news, information and entertainment certainly has. In the first year of operations, the 12th Street Cinema averaged more than 80 percent attendance (WOW!), offering a feel-good, thumbs up response and early success story. Last week’s report tells a very different story, though the sentimental support for the local theater remains every bit as strong.
The harsh reality is that that sentiment must translate into more patrons and popcorn sales, or Aurora’s big screen will go dark. Saturday night was a good start with a sold-out crowd, if it’s a sign of a new trend. Without more people showing up on movie night, theaters in Aurora and small towns across the country simply can’t make ends meet, even with the volunteer support that keeps expenses and movie ticket prices as low as they are.
That would be a tragic way for this story to end.
-- Kurt Johnson
