Boxoffice - October 2016

with Cantet in attendance for a Q&A and master class, and a live
score with Fritz Lang’s sci-fi masterpiece Metropolis, among many
other things.
We are the only cinema in town that presents National Theatre
Live, the best of British theater on the screen. We have a 70-millimeter
projector, bring in new talent from around the world, and
have a very successful late-night series that shows films mainly on 35
millimeter.
HISTORY
Our cinema is a nonprofit 501(c)(3) and a private public partnership
with the City of Coral Gables and was founded by industry
veteran and Magna-Tech Electronic president and CEO Steven
Krams in 2007. The doors opened on October 15, 2010. From the
early stages board members were a key to getting it off the ground.
The board of directors oversees our nonprofit organization, with
chairman Gustavo Pupo-Mayo at the head. The executive director
and president is Steven Krams. Ben Delgado and Javier Chavez are
the co-directors who run the theater on a daily basis. The director of
programming is Nat Chediak, founder of the Miami Film Festival.
COMMUNITY
Our audience, like many I have found in my research, is an older
demographic with most patrons between 55 and 75 and a stronger
showing from women. However, we extend our reach across ages,
socioeconomic backgrounds, cultures, genders, and orientations.
With such a wide array of programming, we are able to have a little
something for everyone. Monthly family screenings, at a dramatically
discounted rate, allow families to come together and enjoy the magic
of cinema. Our late-night program offers younger audiences a place
to enjoy films as well. Through our filmmaking initiative, the Miami
Film Development Project, we are also able to reach out into the
community in a very direct way and provide a space for education
and opportunities for creation.
We work very well with the Centro Cultural Español (CCE)
locally and have been able to fly in directors, actors, and producers
with their help as well as put on special talks and performances at
their space. In August of 2016 we flew in Jonás Trueba, the leading
voice in Spanish Indie Cinema and son of Oscar-winning director
Fernando Trueba, along with his producer Javier Lafuente, and one
of the film’s composers Miren Iza for a full retrospective of his work
and the U.S. premieres of all the films. We were also able to put on
a master class and concert to go along with the program. This, however,
is just one example of our grassroots efforts. We work closely
with many of the consulates, as well as special interest groups and
universities.
CONCESSIONS
Popcorn and soda are probably the biggest, as one would imagine.
Our stand also serves beer and wine, and both of those items are
incredibly popular, the former especially with a younger crowd. We
also work with local businesses on many of our concessions items.
MEMBERSHIP PROGRAM
We have a robust membership program that provides members
with a discounted rate on top of other perks and special events. We
find that our members are our most loyal patrons and want to support
us in more ways than just their attendance. n
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