BoxOffice® Pro - December 2010

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MARQUEE AWARD > THE FOUNTAIN THEATRE DEVOTED PATRONAGE The Fountain Theatre survives primarily on the regular membership dues of the Mesilla Valley Film Society comprised of a working board of directors and volunteer staff. into bricks,” explains 20-year Fountain projectionist, Bob Peitcolas. “It makes the walls 12-18 inches thick. The walls absorb the heat in the summer and the cold in the winter time, and that keeps the inside temperature pretty constant.” To retrofit the old adobe structure for electricity and plumbing, craftsmen chiseled out sections of the mud walls, and then ran more wiring up and over the wooden beam roof and through the building’s attic. Guerra’s ownership of the Fountain was relatively short-lived for the historic town. In 1938, the bank foreclosed on the theater and sold it to the highest bidder: Edward Fountain III. From that day forward, the Fountain Theatre has remained in the family, though declining conditions made it unsafe as a public venue. In the mid-1960s under the ownership of Arthur Fountain, the theater was renovated and became home to the Las Cruces Community Theatre, a live theater venue until 1977, when the troupe pulled up stakes and relocated to a new space downtown. Arthur’s son Artie Fountain once more began to screen movies at the Fountain, and in 1989 accepted a bid from a new group of film aficionados, the Mesilla Valley Film Society (MVFS), to lease the space. They continue to do so today. “We just changed our programming to nothing but current films,” says Berg. “For many years the policy was to do a week-long run of a classic film. Now we do mostly mainstream indies on a two-month calendar. We do a lot of work with Sony Pictures Classics—they’ve been really nice to us.” The Fountain Theatre is the only independent arthouse theater within 225 square miles. Berg says this is precisely why the MVFS board took the chance on filing for 501(c)(3) status. The little 30 x 60 foot box theater may only seat around 122 people, but the audiences are devoted and constant, “It’s very social here,” says Berg, “We have a really good support base here in the community and it really comes out and supports us.” How could they not when the Fountain has supported them for 105 years? PORTRAITS PAST One of two murals painted by Col. Fountain’s son and former theater owner, Albert Fountain, Jr. 36 BOXOFFICE DECEMBER 2010
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BoxOffice® Pro - December 2010

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