When we played Ricki and the Flash, I would say more than 50% of the seniors asked for the Meryl Streep movie, rather than the title of the movie. They could save on marketing costs by simply calling her movies "Meryl Streep 2015" or something like that. The trailer wouldn't have to be anything other than a few shots of Meryl saying "She's got a new movie out".
Posted by Buck Wilson (Member # 5885) on 09-12-2015, 01:36 PM:
Boy if that isn't the truth.
Every single one.
Black and White was a big one for that. Easily over half of the ticket sales for that movie were to people who wanted "That new Kevin Costner flick"
We even had a good online review come through... after the people WATCHED THE MOVIE... and still referred to it as the Kevin Costner movie.
Posted by James Wyrembelski (Member # 9037) on 09-12-2015, 10:11 PM:
Im shocked actually how little places utilize facebook's "boost" feature. You can reach a pretty significant range and push your way ahead of everyone else with a very little investment. Only one theater I know currently uses this.
Heck, even I went to see Ricki and the Flash just because of Streep!
Well, as of right now things are idling. I'm waiting for his books to review them (I KNOW they're not good, but still want to take a peek) I just feel that I at least have to give this a shot. Especially since the largest debt will not exist. It's always the mortgage that's the biggest hurdle and with that gone right from the start how could I not at least try?
I'll be sure to keep updates on this.
Posted by James Wyrembelski (Member # 9037) on 10-06-2015, 09:09 PM:
A small update
An offer has been made on the property and mostly waiting on what they decide from here. Hopefully its a yes....
And to answer a question I didn't respond to. A major pitfall of this town is lack of shopping. We have our local shops of course, a few having a decent draw for what they are, but really doesn't compare to the big box places or a mall.
Interestingly enough I've noticed a change in the trend of going out shopping. The mall closest to us is pretty much in its death spiral. Most major clothing stores have packed up and gone as well as shoe stores and even a few dining options are evaporating. These are being replaced by "local" type stores, massage parlors, and even a car dealership is using space to advertise new models. It retains its anchor stores like Target but the "innards" of the mall are pretty much gone and I now realize fewer people are making trips to the "city" to shop. I used to be in Midland at least once a week, now it's maybe once every few months.
Posted by James Wyrembelski (Member # 9037) on 10-27-2015, 01:06 AM:
The offer has been accepted and as of now it looks to be Dec 1st as the day we take over. Ohhh how to decide what to play with only 1 screen....
I've been waffling back and forth as to take on this challenge even to this minute. Its a big step, but with the purchase price so low and ready to go with digital we felt we could take the risk. The nausea has set in and I'm sure that's not going to go away anytime soon ![[uhoh]](graemlins/uhoh.gif)
Posted by Marcel Birgelen (Member # 6801) on 10-27-2015, 02:35 AM:
I'll guess you want to reopen with Star Wars then?
It would still give you about 18 days to get the basics right. Scrub the toilets, seats, put some paint on things that haven't seen some TLC for years and buy a ton of air-refreshers for the smell that remains after a good scrubbing and venting. Maybe get a new popcorn machine if the current one isn't good anymore. If a new one is too expensive, buy a used one.
Getting your website up to standard (hint) and positioning your social media propaganda can even be started before the 1st of December.
Personally, I'd also consider a name change, something that pays homage to the old name but makes clear stuff is going to change from now on.
Posted by James Wyrembelski (Member # 9037) on 10-27-2015, 04:23 PM:
I've considered a name change as well. News already got out and I've got people as far as two towns over already telling me they're happy that they'll be able to return. So, some good signs there.
Popcorn machine works. Its the original Manley machine from 1940. I know I'll replace it once things get going decently, but it still does its job and is pretty clean!
We've already begun thinking of additional revenue streams such as local ad slides (no tacky commercials etc.) and leasing the exposed side of the building for advertisements.
We're going to hire Stanley Steemer or an equivalent company to come in and do all the upholstery and carpeting, deck scrub the floors, and paint areas desperately needing it. Having it professionally cleaned to us is an important selling point signaling that we're serious and not going to half ass this. Bathrooms will be re-done. They're small enough we can get this done in about 2 days. Nothing structural needs done which to us was a huge selling point for the price. It's all cosmetic! Its not selling for much more than what its taxable value is....which is only 21K, but that's what you get when you want a cash sale as soon as possible.
Posted by Buck Wilson (Member # 5885) on 10-27-2015, 08:53 PM:
How fantastic! I'm so excited for you!!
-I've found that a mop with lemon Pine-Sol(after the deep clean) provides a very fresh, not overwhelming scent of clean that lasts for days.
-After the deep clean, KEEP IT CLEAN. Implement some sort of schedule for cleaning the things that don't necessarily need it every day, like the seat standard mounts(Metal where the seats mount to the floor)monthly, areas of frequent hand contact on doors weekly, etc. CLEANLINESS IS KING. Don't let popcorn spills sit on the floor. scoop it up with a dustpan immediately. No sticky counters. etc etc.
-Most here will tell you that if your Manley is clean and operational to KEEP IT. Supposedly one of the best poppers out there.
-Do whatever it takes to make your employees PROUD to work there and they will be extremely loyal and go above and beyond for you and the guests.
-DO make SURE your show times are ALWAYS readily available.
Signed,
Beyond Jealous
Posted by Bill Brandenstein (Member # 7758) on 10-28-2015, 11:05 AM:
Congratulations, James. Now go rock this thing! We look forward to hearing stories of your success.
Posted by Mark Gulbrandsen (Member # 72) on 10-29-2015, 04:30 PM:
A good film booker can save your hide, so hire a good booker that also books a lot of other screens. This way if you do go first run he can help move out any product that's stale. He could also help you do a combination of first run and move over. Move over when things ar slow because the studio percentages are generally lower. Most of my single and twin screen customers operate that way.
Mark
Posted by Carsten Kurz (Member # 5396) on 10-29-2015, 05:04 PM:
Do it. As a matter of fact, the bad previous reputation now is your biggest chance. Show them you do better, and people will be glad this local cinema survives.
Of course, you need to put some money in to get the smell out. Worst investment probably could be seats. How is that? Would you say it needs to be replaced, or can it be upgraded/cleaned/modernized? Try to find local businesses that can help you, offer them free on-screen advertising. All this can help to establish a tight local communion.
We do run a single-screener, and I know a few others doing it successfully. Means, it barely earns a living, but a happy one.
- Carsten
Posted by James Wyrembelski (Member # 9037) on 10-29-2015, 10:46 PM:
Thanks
That was my plan all along, a combination of first run and sub run when each situation warrants it. Probably going to keep the same booker that this one currently uses...at least until I feel them out and decide from there.
I'm confident people will return once things get turned around and once people nearby realize there's a theater in town. Yet again I've talked to a few locals that looked at me as though I was nuts when I mentioned it. Had no clue there was even one in town. I'll post some interior pictures of our beginning product and the changes we do over time.
The seats are plenty usable. Mostly dirty with things that come with theaters that haven't been really cleaned in maybe 15 years. Some are broken but we are taking the first two rows out to use as parts and to clear some space up front. They really packed em in up front.
I know this isn't something that's going to be earning me a living. But a small secondary income would be nice. Plus, it might help bring town even closer together and add to our growing desire and efforts to make this a place to visit like it used to be!
I do plan on Star Wars as the opener, and its already booked at this location anyhow.
Posted by Buck Wilson (Member # 5885) on 01-04-2016, 02:15 AM:
Any updates?!
Posted by Christopher Lani (Member # 7952) on 01-05-2016, 05:45 PM:
I will post a longer response late, but short answer is YES!!!!!!!!!!!! Do it !
Posted by Bill Brandenstein (Member # 7758) on 01-05-2016, 08:36 PM:
Christopher, we're pretty sure he did go for it. Which maybe is why we haven't heard from him... too busy riding the tidal wave of work he has to do. Hopefully enjoyed a good opening a few weeks ago.
Posted by Buck Wilson (Member # 5885) on 01-05-2016, 09:14 PM:
The website does show Star Wars showtimes. I'm so excited for him and hope all is going well.
Posted by James Wyrembelski (Member # 9037) on 01-06-2016, 09:24 AM:
hah, sorry I havent updated....Im currently late for work ![[Eek!]](eek.gif)
, but i'll post later today some info on whats going on
Posted by James Wyrembelski (Member # 9037) on 01-06-2016, 07:08 PM:
Ok
So as of right now we have not taken over. Turns out there was an issue with the land parcels that needed sorted out. Years back the current owner purchased the theater from the neighboring building. Supposedly, the back piece of land behind the theater was to be split off and kept in the neighboring owner's property description. However, it was never recorded with the county. SO...that had to be settled before the theater could be sold. It just recently was settled and now the neighbor owns ALL of the land coming up to about 15 feet behind the building.
We considered that a major issue....
Especially now that the theater is landlocked in. They wanted to provide easements for access to the building but that simply wasn't good enough for us due to parking availability, utility access, and hey....what if the neighbors on each side of the theater begin to feud....you're pretty much stuck. So, we just ended up buying out the neighbor and own the end of the block.
If you go to Google maps and road view it might provide a more clear idea of what I'm talking about. We now own the corner complex that's brown and tan in color with the auto shop attached at the rear and own all the land it sits on and all of the land directly behind the theater all the way back to the hydroelectric dam. The parking area next door to the theater is owned by the building on the opposite end of the block. The theater owns 0 space on all ends except the rear which goes out about 15 feet. Not really ideal...
We're currently trying to work with the operator of the theater, but can't seem to get to the table for a purchase agreement to be signed even though a price has been settled on....so only time will tell.....
Our family has been in the real estate/mortgage and rental business for about 30 years now....so unexpected occurrences are pretty much expected... ![[Roll Eyes]](rolleyes.gif)
I should add too that we were to meet tonight with the owner of the theater to discuss moving further but he was hospitalized earlier today and hopefully it's nothing too serious!
Posted by Buck Wilson (Member # 5885) on 01-06-2016, 09:34 PM:
Hey, P.s., Will you marry me?
Posted by James Wyrembelski (Member # 9037) on 01-11-2016, 10:25 PM:
A bit more moving forward
We're told the prognosis of the owner right now isn't great so they're pushing to move faster and perhaps we can get this done in the next couple weeks. Its an unfortunate turn for them. ![[Frown]](frown.gif)
So, until anything new happens I thought I'd share this article I stumbled upon. I wished they had shared this more. I didn't even know an article on this theater was published in Film Journal International.
Journey of the Gem
On May 1, 2001, Henry List took on ownership of the Gem Theater in Beaverton, Michigan, which first opened in 1940 with No Time for Comedy, starring James Stewart and Rosalind Russell. But as it celebrated its 75th anniversary this year, the Gem was in danger of becoming the next small-town theatre forced to shut its doors. Fortunately, thanks to the community’s efforts, the 1,000-plus residents of Beaverton will still be able to drive over to 120 Ross Street to catch a movie.
As List talks about his time at the Gem, almost immediately he mentions his family. “My son, Mark, was the only one who worked for all three owners.” Right after high school, Mark started at the Gem as a projectionist for then-owner James Methner, who also ran a grocery. According to Mark, Methner had allowed people to pay for groceries by pitching in to build the theatre. Hank Huckins became the next owner in the early ’90s, followed by Henry List. Mark also had experience managing the NCG Midland Cinemas in Midland, MI, which helped when the family bought the Gem.
Henry List had his reasons for the purchase. “We wanted to keep it open for the Beaverton community,” he says. “If you close a theatre in a small town, it won’t come back.” When he bought the theatre, some changes were made, including the decision not to play R-rated movies. “We were excited about the opportunity… We really shifted our focus to family movies [and] wanted to encourage families to come.”
The community responded positively to the change. “I had people call me from down-state, on a rainy weekend, asking me what was playing,” List recalls. “They would say, ‘Let’s go to the movies’—there would be so much traffic on a rainy weekend coming to the theatre.”
Over the years, the Gem has hosted special events as well, including youth lock-ins, a bachelor party and even a wedding. “We’ve hosted businesses needing an auditorium, and organizations’ fundraisers–the Cancer Society twice and the Historical Society.” The previous pastor of the Baptist Church would also supply a movie on occasion, and the theatre would run it. “I have a soft-spot for churches and youth groups,” List admits. Which explains one of the many hats he has worn. List has been a pastor for 40 years, spending the last 10 at the Church of the Brethren in Crystal, Michigan. He has been a financial counselor with Modern Woodmen of America for almost as long, and for a while he was a substance-abuse counselor.
All that and a soft spot for the theatre, of course. “I enjoy the industry, I enjoy meeting people,” List confirms. That includes his team: “We have a great staff, two other men in addition to Mark who are good and dependable.” David Stanley and Andy Frederick of Beaverton are both described as “great assets” to the Gem. List also has great respect for the local popcorn vendor, a third-generation, family-run business. “The Zastrows are a phenomenal family out of Hemlock,” he declares. “They sell corn poppers, they fix machines and run a route; they have a top-quality product. They raise their own popcorn, and they always know what we want.”
Henry List also knew what he wanted when “going digital or die” became the only route for the Gem. His wife Sue ran a Kickstarter campaign last year, in the hopes that it would provide the funding needed for the change. “With Kickstarter, it’s all or nothing,” Henry realized in the process. “Some don’t want to donate to a private business and that’s fine.” However, he adds, if the theatre is something that is valued in the community, then it would need the financial backing to go on. “Movies became increasingly difficult to get, and some they were not offering on film at all.” Once there was a period of four weeks with no movie, since there was nothing available, List recalls.
While the Kickstarter campaign did not quite pan out, some community members did come through by hosting bake sales and other fundraisers. But it was an offer to lease the new equipment for five years that became the only truly viable solution for the Gem. With the help of NEC’s “Ticket to Digital” program, the Gem Theater finally started the conversion to digital, after the last show on July 12. “San Andreas is the last movie we’re offering as film. Actually, it’s a pretty good movie,” List adds. “It’s an action movie with a storyline.”
In fact, List has had a few years to think about his personal favorites. “My top movies are the Shrek series, they are extremely clever and well-written,” he elaborates. “Then there’s Pixar, like Finding Nemo; any Pixar movie, really, is quality work.” List also mentions Toy Story 3. “He’s going to college and it’s all about the separation theme. It was powerful for adults, and kids loved it.”
As well as our readers do, List has to listen to a few misconceptions about the small-theatre business. “People think, ‘Oh it’s neat, you can see all the movies,’ but I am working when I’m here.” He also corrects casual observers who think movie tickets bring in the profits; concessions, of course, are the real moneymakers. (List does note that prices will go up a bit after the conversion, but not by too much.) “Families come in and they buy concessions. Concessions bring in enough profit to keep the theatre open…”
And List has made sure that there is something special on the menu board. “Our distributor said, at least a couple of years ago, that we are the only business in Michigan selling Hawaiian Sun.” The Gem carries three flavors–strawberry lilikoi, pineapple orange and passion orange–of this non-carbonated fruit drink. “My son went over to Hawaii on a trip; he tasted it and said, ‘That’s great,’” List explains. When someone else mentioned that her husband tried the beverage when he was in the Navy and liked it, that was all the convincing List needed. “We don’t have any trouble selling it, it is just a novelty…it is our little claim to fame… It is one of those things that is unique, found only at the Gem Theater in Beaverton, Michigan.”
However, there is an equally unique “Multicade” machine in the lobby that plays 60 different games, including Pac-Man, Donkey Kong and Frogger. The Gem also has a cotton-candy machine, and sometimes caramel corn is sold as well.
While the theatre takes some time off to convert to digital, List hopes to update the two poster cases out front and refresh a bit on the inside as well. Among his other plans is hosting a Grand Reopening, celebrating the theatre’s 75th anniversary with specials as a “Thank you” to the community.
In closing, List says his years owning the Gem have been good to him. He fondly recalls hosting a school group, as part of their science class, “showing them–this is how you make the magic happen.” Little did they know that they were watching a glimpse of what would and has become history. “I’ve enjoyed it,” List assures. “Interacting with people has been nice, and I have enjoyed the movies and the technical end of it.” Reminiscing about the times when “every community had a movie theatre,” he is happy that the Gem Theater will still be around for years to come. “Saving the theatre for future generations feels OK,” he says.
Posted by System Notices (Member # 2357) on 11-29-2018, 11:31 PM:
It has been 1053 days since the last post.
Posted by James Wyrembelski (Member # 9037) on 11-29-2018, 11:31 PM:
Necroing this thread. Happened to find it and realized I never updated anyone.
We're open! Well, for over a month now! Everything is going fantastic currently. Ended up taking us almost 3 years on this project. Went through everything from construction issues to red tape to what have you. Really, what took the longest was our biggest issue: the former city manager. Long story, not going to get into that but it ended up leading to his removal. And, of course, there are always hidden road blocks when gutting into an old building.
I feel like we swooped in at an opportune moment. The city is rapidly expanding, especially in our industrial base. Our town is also cleaning itself up after a long period of neglect. We're facing a major housing shortage...plenty of employment opportunities yet nowhere to live.
The theater itself is not really anything like it used to be. My family ended up pouring a lot more into this than I ever expected. The results have been great and the feedback has been amazing. There are a couple updated pics on Cinema Treasures if anyone is interested in seeing the change. Seating went from a generous 300 to 175 with more leg room and larger seating in the rear of the audience. The theater came with an NEC900 that didn't even reach 500 hours before it had closed and the sound system went from one working speaker to nice full 7.1
Unfortunately the old Manley machine that was original to the theater was beyond repair. Honestly, I can't believe this place didn't burn to the ground from this thing. However, we found an old Burch popcorn machine at a local auction that looks nearly new after a little cleaning and maintenance (Circa 1936...its older than the theater!) Yet, the automaticket machine survived and is finding regular use again.
And Mike...yes....we had to have that neon!!! ![[Smile]](smile.gif)
Everyone has been coming in droves to check it out so business is booming. Curious to see what normal business will begin to look like now that the hype has settled a bit. I'm optimistic yet cautious. Red flags are always raised with "single screen" "small town". But, whatever happens, the town has benefitted and this place has been saved from sure demolition.
Posted by Martin McCaffery (Member # 37) on 11-30-2018, 08:14 AM:
Congratulations. Make it work!
Posted by Mike Blakesley (Member # 26) on 11-30-2018, 02:01 PM:
![[dlp]](graemlins/dlp.gif)
!), and they now have a better sound system.![[Wink]](wink.gif)
And I think one important aspect is being heavily involved in community events and business affairs. This place has never done that and it shows based on opinion in the community.