Dear Friends of Magic Lantern Theatre:
As some of you may know, the board of the Magic Lantern Film Society (MLFS) recently made the very painful decision to suspend showings at the Magic Lantern Theatre as of June 1, 2008. Established as a non-profit group, the MLFS is a wholly volunteer, federal tax-exempt organization under Section (501)(c )(3) committed to providing Spokane with the opportunity to view promising independent films, thought-provoking documentaries, nostalgic classics, and international cinema at its best.
The members of the board share your desire to see the Magic Lantern Theatre preserved and developed as a fixture of downtown cultural life. We believe that even in the days of multiplex cinemas and Netflix, there is still room for a smaller, independent movie theatre
We want you to know how much we have appreciated your support for the Magic Lantern over the past several months, and of our current efforts to see that the theatre is re-opened at the earliest possible date. Here are some of the things we are doing, and we could really use your help.
deeply committed to cinematic excellence, partnering with local community groups, and the support of regional filmmakers and videographers.
If you or your organization would like to use the Magic Lantern Theatre for a special event during this period of temporary closure, please contact Dave Sanders at dave@community-building.org. The facilities, including trained projectionists, are available for special engagements at a modest rate. The beautiful theatres are also ideal places to hold meetings, presentations, and small theatrical productions.
Again, please accept our regrets as we take this temporary hiatus. If you would like to receive a refund for any unused Magic Lantern gift certificates, please submit your request with contact information to Ira at ira.amstadter@expresspersonnel.com. We thank you, the friends of the Magic Lantern, as well as our committed employees. You have made these last wonderful months of quality film viewing possible.
The Magic Lantern Film Society
Board of Director
The members of the board share your desire to see the Magic Lantern Theatre preserved and developed as a fixture of downtown cultural life. We believe that even in the days of multiplex cinemas and Netflix, there is still room for a smaller, independent movie theatre
We want you to know how much we have appreciated your support for the Magic Lantern over the past several months, and of our current efforts to see that the theatre is re-opened at the earliest possible date. Here are some of the things we are doing, and we could really use your help.
deeply committed to cinematic excellence, partnering with local community groups, and the support of regional filmmakers and videographers.
- As a community operation, feedback from individuals and organizations on the theatre's programming is essential. We are building important new relationships and are seeking your input to ensure that the Magic Lantern is responsive to community interests and needs. Please go to our website blog at www.magiclanterntheatre.org to share your valuable ideas.
- Having adequate capitalization for any new business, even a non-profit theatre, requires the support of many. The board is currently seeking additional financial support through donors, grants, and sponsoring businesses and organizations. If you wish to become an individual or business supporter of the Magic Lantern Theater, please let the board know of your interest by emailing malberts06@comcast.net. Your support can increase the theatre's presence, and Magic Lantern events in this historic downtown Spokane district can help your business grow as well.
- Talent is key to ensuring the success of a new venture. We are actively seeking qualified individuals for positions on the board, in management of the theatre, and as volunteers. If you have an interest in getting involved, please let us know by emailing gemberlaw@comcast.net.
If you or your organization would like to use the Magic Lantern Theatre for a special event during this period of temporary closure, please contact Dave Sanders at dave@community-building.org. The facilities, including trained projectionists, are available for special engagements at a modest rate. The beautiful theatres are also ideal places to hold meetings, presentations, and small theatrical productions.
Again, please accept our regrets as we take this temporary hiatus. If you would like to receive a refund for any unused Magic Lantern gift certificates, please submit your request with contact information to Ira at ira.amstadter@expresspersonnel.com. We thank you, the friends of the Magic Lantern, as well as our committed employees. You have made these last wonderful months of quality film viewing possible.
The Magic Lantern Film Society
Board of Director
posted by Magic Lantern at
6:13 PM
31 Comments:
Let's hope the cinema viewing public responds with lots of suggestions, ideas and encouragement. We need to get the theater open again soon.
this is a great idea a blog i was trying to help as well i set up some email account for use magiclanterntheatre@yahoo.com and magiclanterncomments@yahoo.com
i email details to Bob Z on the committee board if your need any extra help call me cris
i think the email comments may make it simple. due to i think you may have to have a account to post on this blog. can someone test that idea that doesn't have a blog account
due to ever changing technology i think if customers would like to receive sms messages(text messaging)about the up coming movies when it re opens i think there is a eazy way to do this for them
so on the contact/sign up sheet you may want to add a place for folk that would like a lil reminder via their cell phones (text messaging)sms feature this was just a thought to help spread the word in a faster way and mobile as well
that way customers in rural areas that have slowwwww internet don't have to just depend on email only it gives more options to the customers to stay connected and even live messaging via yahoo chat or similar so we can help adopt technology in the new business model
From 1977 through 1985 the Magic Lantern theater was a vibrant and thriving alternative concern at 123 Wall St. It and its sister cinemas, the Riverpark Square duplex on Post St. and the Palace Theater on Riverside were all under the direction of Tom Stuart.
Riverpark Square and the Palace were sold for a profit to what is now the Cineplex Odeon corp. and the Magic Lantern was sold for a profit to a private concern in
1985.
Mr. Stuart is the only person who has successfully operated an alternative cinema operation in Spokane and did it during a time when there were more screens and more competing theater companies than there are even today.
My suggestion, contact Mr. Stuart and see what you can learn from the man who started it all, made it work and was successful.
He currently operates a successful advertising agency, Stuart Adv. The phone number is 448-5601
Abby/Cris--You're suggestions rock. It's an excellent idea about text-msg. Thank you. We are hoping to learn more from our patrons, and suggestions are always good.
Pat: As a board, we have much to learn. Thank you for taking the time to provide us with a bit of history that I, personally, did not know. We will look forward to chatting with Mr. Stuart in the near future.
Why not provide something that people can't get anywhere else? Like a screening of "2001: A Space Odyssey" in it's 40th anniversary year (this year). Or "Lawrence of Arabia." Kurosawa, Bergman, et al. "Art" cinema doesn't have to rely solely on current foreign flicks or films related to "social justice"--whatever that is. It could be a recognition that some films can only be fully experienced on the big screen. Count me as one of the many--the very many, it would seem--who was suspicious of a theater that seemed more interested in causes than in, you know, films. It's great what you're trying to do, but you've sort of painted yourselves into a corner.
Ab: What a great idea! In fact, it would be great fun to have retrospectives and expanded movie viewings (like the idea of being able to play the latest, greatest version of Apocalypse Now! What would you suggest for marketing ideas? How would we get the general population involved or make them aware of what's playing? Any ideas are good at this point. :)
Have you spoken with Mr. Stuart yet? There is no better resource in the area that has more knowledge about successfully operating an indie-cinema than him.
Hi Pat:
We haven't had the opportunity to chat with Mr. Stuart yet. However, we do have another board meeting coming up, and it will definitely be a suggestion to the President. Thanks, tons, for your insight. We really do want to make the theatre a viable alternative to other cinemas.
From Bob Adolfson:
I read the article in 7 magazine this morning and as we have some experience here I'll offer up a few suggestions. A couple of things come to mind.
First of all, concessions are a valuable source of income and serving beer and wine would greatly enhance spending as well as the overall experience at the theater. There is a license available to you that would allow you to serve beer and wine in the lobby. WSLCB may have misinterpreted your question about that. Our company, Glover Mansion Events is the exclusive concessionaire and caterer for the Fox Theater. We are able to operate under a "Sports and entertainment facility" license. Sale of spirits are limited to a controlled space but beer and wine can be served anywhere in the theater. This license also applies to catering.
The other food and beverage offerings in your concession stands should be chosen with a close eye the demographics of your customer, possible waste and spoilage and overall profitability. Cash controls should be as tight as possible.
I also saw that you are advertising special events on your website. There is a dearth of good spaces around the city for groups to gather and I would encourage you to try to maximize this use to the extent it doesn’t interfere with your screenings.
I would be happy to talk to you about how to improve your cash operations and go over the process for applying for a beer and wine license. (It's not as painful as you might think) If you ever need a place to meet off site during the day you would be welcome to use the Mansion at no charge.
Give me a call or stop by the Glover Mansion when you have a chance.
We would love to help with the re-opening the Magic Lantern.
Sincerely,
Bob & Kim Adolfson
Glover Mansion Catering and events
bob@glovermansion.com
509 998 0552
I have not been to the current Magic Lantern, though I am now a weekly movie goer and did attend numerous movies at the old Magic Lantern. Also, I was one of the organizers of a Spokane film society in 1984-85.
I think the key is to go with what has worked in the past and eschew ideas possibly too elitist. My personal experience with this notion at our film society was when I pushed for showing the Losey/Pinter film The Servant. We showed it to our smallest crowd ever. Whereas Dial M For Murder and other Hitchcock films were hits.
I think the idea of showing some reruns is good if selections are carefully thought out. The idea I read of providing an opportunity for everyone to discuss the movie after viewing is something we tried out and it does not work. Another point, polling members and customers for their favorites does not work at all unless you ask for several choices and even there consensus is not for sure to had.
The idea of going to Tom Stuart is certainly a good one.
You need a sign and parking should be looked at.
Good Luck, Ron
I think it's just a lack of awareness. I go to school in Seattle and come back home to Spokane for the summer and do nothing but complain about the lack of indies and docs. I seriously had no idea the Magic Lantern was even around or you could have bet I would have been a faithful movie goer.
Youtube and do it yourself movies are a huge thing right now. I think you'd attract the college crowd by offering student film showcases or even a festival of sketches. I know quite a few people that would love to be involved in things like this. I think you have a audience out there, they just don't know it yet.
Responding late to Tiz's question on June 20 regarding marketing ideas, I can only say, Advertise! Maybe it's self-serving coming from me, a writer for a local design firm that specializes in such things, but you gotta spend money if you want to make money. Too many people I've spoken with were simply unaware that the Magic Lantern was even open again. The best way to get heard is to engage the services of a local marketing, PR, advertising, or design firm. Nobody knows better than they how to effectively get the word out. And it's really not the expensive if you're thinking long-term.
Hi! This may not be a new idea for you, but I think it might be a good idea to consider mimicking the style of the Midwest Independent Film Festival (MIFF). It takes place in Chicago every first Tuesday of the month- they only screen films from Midwestern directors- and it is hugely popular. The Magic Lantern could start having something similar once a month as a kind of big event to draw in a lot of people- and then continue to show other films the rest of the month. I think the reason the MIFF is so popular is that people get to see premieres of locally-made film. They aren't films that you can go get on Netflix...the actors come, the directors come...there are even after-parties. There are a lot of talented people in the Northwest- and it might be a good opportunity for the Magic Lantern and also for young writers and directors who need some publicity. Here's a link to the MIFF: http://www.midwestfilm.com/. If you want to talk to someone about how they fund it (or anything else about it), my sister works for MIFF in Chicago. Just let me know- I'm sernst (at) gmail.com. I really miss the Magic Lantern and want to see it be successful!
When you guys come back (hopefully soon) maybe you can strike some deals with filmmakers directly. The NYtimes just wrote about D.I.Y. distribution (http://www.nytimes.com/2008/07/30/movies/30self.html) and I would love to see "Bottle Shock" at the Lantern and AMC is not going to cut a deal with these smaller films.
Thank each of you for your comments. I've taken a look at the MIFF website and was pretty impressed with what they are doing. In fact, it never even occurred to me, personally, that a one-night-a-week would be an option. But after looking at what MIFF is doing, it opened a lot of doors for me. Great, great idea.
The idea of a DIY distribution was also very cool. Another idea of which I was unaware and will have to look into.
In the meantime, the Board will have a community planning event on August 19th at the Glover Masion, 321 W. 8th Ave., Spokane, beginning at 6:30 p.m. Focus groups will start promptly at 7:00 p.m. You may RSVP Jan Gemberling at 838.1781 or gemberlaw@comcast.net.
Seats are limited, so it is important to RSVP. Hopefully, those with such strong and achievable suggestions will be there.
Thank you all so much for your interest in the Magic Lantern Theatre. We really want to put the magic back!
What a great opportunity The Magic Lantern has to grow into a valuable and driving force for cultural creativity in the Spokane region!
I currently live in Austin, TX where we have the Alamo Drafthouse (http://www.originalalamo.com/Calendar.aspx?l=2). This iconic theater is known thruought the nation for its uniqueness and creativity in fostering a mutually beneficial community of supporters. I strongly encourage you to research them to help discover ways The Magic Lantern can grow itself, its value, and an audience. The Alamo had to invest in, and train movie goers how to partner and appreciate their offerings just like TML needs to do in Spokane.
Creative marketing/promoptions-not just wasted advertising in print media-will be key. But before you can do that, you MUST have a culturally relevant, uplifiting, valuable, diverse, and top-notch product!
Being born and raised in Spokane I understand the culture and am not being disparraging. At the same time, Spokanites have a tendency towards the lowest-common-denominator. BOD, please take this opportunity to look beyond the tried & true and develop a unique and leading edge experience for people in the Inland Northwest!
International Art Films are wonderful but tend to be serious and heavy. You must find a focused and healthy balance of offerings to be the shining star I know you can be!
I direct you back to my post from 6/17. Mr. Stuart received a message left by someone regarding the Magic Lantern, but when he called the number that was given to call back, there was no answer nor was there a voicemail to leave a reply. It is certainly your choice to contact him or not. It would seem strange however that you would not want to talk to the legacy owner of the Lantern and the only person to have profitably operated it.
Many of the ideas that have been suggested here by other bloggers were successfully carried out by Mr. Stewart. Why not ask him how?
The major point I find missing from the discussions I am aware of about the Magic Lantern is similar to what I find missing in much of what I have seen around the building where it is located, a true sense of the revolutionary. Here is a website for "Friday Night at the Meaningful Moviers". http://www.meaningfulmovies.org/
Also, I do not think that I have once heard mention of the Panida Theater in Sandpoint and how it operates.
Having been at the Michael Franti concert Thrusday and on the streets of Spokane afterwards as well as on the streets on Saturday, it is amazing how many young people in the city seem quite interested in heavy (i.e., staggering drunk) alcohol consumption. Perhaps Spokane simply lacks the "cultural" level to sustain a Magic Lantern or a CenterStage. Clearly it is culture of consumerism, not a culture of culture.
As a GU professor, I would suggest that one possibility in the future would be to link with nearby universities to screen films that are required parts of a course. While one professor here at GU may only have 50-80 students for all her/his classes, if a few of us teaching the same course required it, it would be over 100.
Kevin Chambers
GU
I was a patron of the original Magic Lantern Theater in the 70's, and enjoyed going there often... as a friend at the time of the owners (Mr. Stuart and Mr.
Coker) There was a atmosphere in the building of something really special. Of course, I remember the premier there of "Rocky Horror Picture Show" and "Young Frankenstein", which were huge draws at the time. I think Mr. Stuart would be a great resource, if he's willing to give some input... BTW, my former husband did the original remodel when the theater was begun, and also was the builder of the Riverpark Cinemas... sad that those lovely places were gone all these years. I hope that someday I can again attend a show at the Magic Lantern..
S. Parker, Seattle
Dear Pat Kavanagh, I'm very surprised that you say that Tom Stuart was the only Magic Lantern Theatre owner who made a profit. I've known you for years and you saw me for years running a very successful Magic Lantern. During my ownership you played Dr. Midnight for 7 years every Friday and Saturday night at the Rocky Horror Picture Show. It took me 2 years to make a profit (1989 & 1990 it was close to break even) but from 1991 through 1997 it was very successful. You were there. I would appreciate it if you would correct your mistaken statements. Sincerely, Kathryn Graham, owner of the Magic Lantern Theatre, 1989 through 1997, and Founder of the Magic Lantern Film Society.
In response to pat cavanagh's argument,
"Mr. Stuart is the only person who has successfully operated an alternative cinema operation in Spokane and did it during a time (before 1985) when there were more screens and more competing theater companies than there are even today."
I would argue that it may have been easier to succeed in a market with a variety of smaller companies vs. a market where a small theater competes with one or two very large companies who have so much more capital and advertising dollars.
As someone now in my 30's, I recall a thriving magic lantern and many great alternative movie experiences post 1985.
Looks like no one has posted on this for a long time. My husband and I just moved to Spokane from Seattle and were looking for a theatre like the Landmark Theaters in Seattle, that show independent and foreign films. I was so happy to see that you existed, until I found your website and realize you don't exist anymore. I just want to tell you that when and if you re-open we will be regular customers. One thing about the Landmark Theaters in Seattle that we don't like is that they are often old and worn out, but the best thing is the popcorn. REAL butter!!! It kept us coming back - just for the popcorn if not for the movie!!
Remember the midnight movies that were so popular in the 70s? Rocky Horror, El Topo,...etc. Now midnight blockbusters have replaced them and these midnight showings are very popular. I think it would be wonderful to bring back those campy sci-fi and horror classics and other midnight movies and even more recent cult classics like Fight Club that would have significant draw! I know my generation, especially college students would love it and I'm sure an older audience would appreciate the nostagia & novelty of it. It could be a pretty heavy scene :D
In my short tenure in Spokane, the components of a movie going public that would enjoy independent cinema, that would support Spokane's Magic Lantern, in any incarnation, simply does not exist. The commercial cinema chains in Spokane don't or rarely host even the most popular or profitable independent cinema.
So, as Aristotle said, "Like attracts like." What communities (secular-non-religious may be best) do we have in Spokane that feature the qualities of folks that would be good to go for the Magic Lantern Theatre.
- KRYS.org - just around the corner anb may be a great co-marketing outlet. Perhaps Friends of the Magic Lantern Society can produce film reviews of current releases, where ever they may be, with emphasis on the films the Magic Lantern hosts.
- Various music societies in the area like Folk Music (www.celticmusicspokane.com), Spokane Folklore Society (www.spokanefolklore.org), the nice ladies that go to Mad Hatties Teas in the Valley on Sullivan (I'm 40 and enjoy tea and am single), the SCA (Society for Creative Anachronism) Spokane chapter.
I could go on.
The effort must be fanatical. Research for such groups or audiences in Spokane for such synergy. Ask them what they want to see. They'll ask for expensive distributions. Get their input and involvement from the start.
Buddha did not spread the word sitting on a mushroom contemplating some naval.
Hope that helps.
Bruce and his wobbly Volvo 240.
Kathryn Graham has never run a successful theatre. If she had don so it would still be at 123 Wall Street. She has been selling herself as a theatre owner when she is nothing more than a fan of cinema. Let some one who knows what they are doing run it and just stay out of the way.
Has everybody given up?
I know that Spokane is not an ideal setting to make a non-profit, independent theater a success, but there is a following out there for films that will never see the light of day in Spokane (unless they become 'popular!')
I have some suggestions:
(1) UNDERWRITING: if you can get the theater up and running again, be sure to budget for a paid Underwriting Coordinator. She would be responsible for developing relationships with organizations in the community, both for-profit and non-profit. Major contributions would guarantee acknowledgment for a longer period (an onscreen message stating, "All films brought to you this month by Flatulon Corp.," for example), or different levels of support would be recognized differently (major donations would be Sustaining Sponsorships; smaller ones might be "Generous Gifts," etc.
(2) GRANTS: I realize that this may have been a part of your strategy all along, and that we face today an extremely competitive environment in the grantseeking arena. . . .still, it is worth including in the Magic Lantern's business model.
(3) FUNDRAISERS: You can try either the tried-and-true fundraisers, e.g., having an auction with donated items, or get creative (Donors could be competing for the right to "adopt" the star of an upcoming movie; the winner would be thanked publicly and have the right to take home one of the life-size promotional posters featuring that actor.
(4) MEMBERSHIPS: again, you could have different levels of membership, according to how much the person has donated. Higher-level members might receive complimentary tickets to previews of upcoming films, or gift certificates to merchants or restaurants that (will be) recruited for that purpose.
Just some thoughts. Hope this blog is still monitored.
Stuart and Coker did not start the original Magic Lantern, they bought it from Bill Schreib and Joel McCormick. They built it with the brilliant help from Architect Brooks who owned the building (1973-4). Expo was the worst movie year in a decade in Spokane, but enough was done right to make the ML an excellent experience--and it lasted for nearly 20 years.
I can say that Stuart succeeded largely because he was given exclusive runs of Universal pictures. Universal had a conflict with SRO theatres (a family run chain in Seattle) who, in Washington state, virtually controlled all the studios. SRO used devious tactics to try to run out independents like The ML and Seven Gables in Seattle. (That is standard business for any company that could afford lawyers). Sadly, the big corporations later ran out SRO. (a 70 year company). If Stuart was so successful, why did he sell it out to Graham?
One needs to look at reality in the movie biz. When the biggest movie of the year only runs 6 weeks, something is wrong. When you can't get enough people to pay the over-priced ticket charges, something is wrong. (If you make minimum wage, it costs you more per hour--after taxes-- to see a movie than you make working). Rent a DVD. It's cheaper.
I think such movie houses were great, but the magic is over.
These comments are from someone who spent over 20 years running and promoting theaters in the NW.
No one has stated the obvious (note the sardonic tone): Considering the outstanding qualities of such a town as Spokane, of course it won't support such a cinema.
No, I really despise Spokane, WA and have NOTHING good to say about your dysfunctional, nasty little town.
Small towns of 100,000, such as Chico, CA, keep cinemas that play the independent FIRST RUN cinema we love. Look up The Pageant in Chico, CA (http://www.pageantchico.com/).
The Magic Lantern hosted late run films in release. A move towards the cheap. Also, if you don't play the first run stuff, no one will see it. A near tragedy considering the gorgeous cinema you have there. The projection, sound, seating, lobby, are all truly better than Spokane deserves.
Indeed, Chico, CA has CSU, Chico. But Spokane has Gonzaga ($$$$), Eastern WA U., WSU, and much more. Yet the Magic Lantern shall remain shuttered.
I'm sorry, Spokane, WA. Your case is pathetic and you'll never grow up to really compete as a healthy municipality and county should. When will the educated people come here demanding the Magic Lantern be open with sell out crowds?
I wish I'd not ever moved here. I'll be leaving, and soon. For 22 years people have told me how miserable this place is. "Never move East of the Cascades and the Sierra mountains, else, you'll regret it". Been regretting it since 2006. Lovely recession, what? Be glad to leave.
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