The Last Picture Show? How Small-Town Cinemas Are Fighting for Survival
Mayville, North Dakota’s Delchar Theater, a single-screen relic from 1928, embodies a quiet crisis unfolding across rural America. Saved from near-certain closure by a $1 purchase and a community’s unwavering support, its story isn’t unique. It’s a microcosm of the challenges facing independent cinemas as they navigate a rapidly changing entertainment landscape dominated by streaming giants and shifting audience habits.
The Rise of the Streaming Era and Its Impact
The convenience of streaming services like Netflix, Disney+, and Amazon Prime Video has fundamentally altered how people consume movies. During the pandemic, this shift accelerated, with many viewers opting to stay home rather than venture to a theater. While box office numbers have rebounded somewhat, they haven’t fully recovered to pre-pandemic levels. According to the National Association of Theatre Owners (NATO), domestic box office revenue in 2023 was still approximately 20% below 2019 figures.
This isn’t just about convenience; it’s about cost. A family of four can enjoy a movie night at home for a fraction of the price of a theater visit, including concessions. This economic pressure is particularly acute in rural areas, where disposable income may be lower.
The Unique Role of Small-Town Cinemas
Small-town theaters like the Delchar aren’t simply entertainment venues; they’re community hubs. They host local events, school screenings, and serve as gathering places for residents. As Scottie Knollin, co-founder of the North Dakota Film Society, points out, these theaters offer a shared experience that streaming can’t replicate. “It’s less about the love of cinema; it is a place to go to be around people,” Knollin explains.
These cinemas often play a vital role in preserving local culture and providing a sense of identity. They’re places where memories are made, and traditions are upheld. Losing them would be a significant blow to the social fabric of these communities.
Innovation and Adaptation: The Keys to Survival
Faced with these challenges, small-town theaters are getting creative. David Torgeson, the owner of the Delchar, exemplifies this spirit of innovation. When new movie releases dried up during the pandemic, he pivoted to selling popcorn to-go, turning a potential disaster into a surprising revenue stream. This adaptability is crucial.
Other strategies include:
- Event Cinema: Hosting live events like concerts, sporting events, and classic movie nights.
- Private Screenings: Renting out the theater for birthday parties, corporate events, and other private gatherings.
- Community Partnerships: Collaborating with local businesses and organizations to offer joint promotions and events.
- Fundraising: Seeking donations and grants from local foundations and community members.
- Diversifying Concessions: Offering a wider range of food and beverage options beyond traditional popcorn and soda.
The Future of Film Distribution
The evolving relationship between movie studios and streaming services poses another threat. The trend towards shorter theatrical windows – the period of time a film is exclusively shown in theaters – is accelerating. Netflix’s increasing influence in the industry, as highlighted by the BBC, raises concerns that studios may prioritize streaming releases over theatrical ones.
However, there’s a growing recognition that theatrical releases still play a vital role in a film’s success. A strong box office performance can generate buzz and drive viewership on streaming platforms. Some studios are experimenting with hybrid release models, offering films in theaters and on streaming simultaneously, or with a short theatrical window before streaming.
The North Dakota Model: A Case Study in Resilience
North Dakota, with its high concentration of single-screen theaters, offers a compelling case study in resilience. The North Dakota Film Society, founded by Knollin and Greg Carlson, is working to raise awareness about the importance of these theaters and advocate for policies that support their survival. They’re also promoting film education and fostering a sense of community among filmmakers and movie lovers.
“The whole industry is afraid for theaters and the doom and gloom about small towns, but in a way it is surprising how many exist here,” Knollin says. “In bigger places, larger theaters are closing. Here, we still have all these small theaters figuring it out.”
Did You Know?
The Delchar Theater’s name is a combination of the first names of its original owners, Charles M. Tolan and his wife, Delia. It opened in 1928 with a showing of “The Senorita” starring Bebe Daniels.
Pro Tip:
Support your local cinema! Even if you primarily stream movies, consider attending a screening at your local theater occasionally. Your patronage can make a real difference.
FAQ: The Future of Small-Town Cinemas
- Are small-town cinemas dying? Not necessarily, but they face significant challenges. Adaptation and community support are crucial for survival.
- What can be done to help? Support your local theater, attend events, and advocate for policies that promote film preservation.
- Is streaming the future of entertainment? Streaming is a major force, but theatrical releases still offer a unique and valuable experience.
- What role do film societies play? Film societies raise awareness, advocate for theaters, and foster a sense of community among film lovers.
The story of the Delchar Theater, and countless others like it, is a testament to the enduring power of community and the magic of cinema. While the future remains uncertain, one thing is clear: these small-town theaters are worth fighting for.
Want to learn more about preserving local cinemas? Explore the resources available at The National Trust for Historic Preservation and The North Dakota Film Society.