Boxoffice - July 2019

INDIE FOCUS
NOW PLAYING
Rialto staff members
model their matching
movie-poster T-shirts.
HISTORY
The theater was built in 1914 by
architect William Dufour and builder
D.M. Etter. The theater was originally
called the Strand and was closed from
1941 through 1943, reopening on June
26, 1947, as the Elmwood Theatre.
In June 2007, Rialto Cinemas took
over the operation of the theater and
shifted the emphasis from second-run
to a hybrid first-run policy. We were
approached about the theater being
available for lease in the spring of 2007
and were able to make a deal with the
Elmwood Theatre Foundation, which
owns the building, to lease it and make
a deal with the prior operator to acquire
the FF&E.
Interesting trivia about the theater’s
marquee: the current marquee is actually
the third marquee the building has had. The first
two both extended past the sidewalk and onto
College Avenue. We are told both were damaged
by delivery vehicles. The current marquee was
removed from another theater, and the theater did
not have its name on it until September, 2009.
COMMUNITY
The Elmwood’s audience is very local to the
theater’s area of Berkeley and Oakland, but we
do draw from all over the Bay Area for some of
our special events. We consider the theater to be a
third place in Berkeley, meaning a spot where the
community gathers to share a common experience.
We have hosted many East Bay nonprofit organizations
for film-based fundraisers and events and
have hosted many filmmakers when we’ve shown
their films in Berkeley.
FOOD & BEVERAGE
Popcorn is the staple, of course. We do very
well with some locally made artisan chocolate
bars that are literally made right around the corner
from the theater.
PROGRAMMING
Through perseverance, sheer force of will,
and a little luck along the way, the Elmwood has
soldiered on as Berkeley’s only independently
owned movie theater. We’ve made a significant
impact with our alternative-content programming.
The Elmwood was in the first group of theaters to
screen National Theatre Live’s productions starting
with Phèdre when nobody knew what National
Theatre Live was. Rialto Cinemas Elmwood helped
bring recognition to National Theatre Live as a
vital brand.
GRASSROOTS MARKETING
Whenever possible, we try to partner with other
local businesses or organizations. We have found
good partners for music-based films in our local
record stores—yes, people still go to record stores!
CINEMA ADVERTISING
With increased operating costs, the revenue
from Spotlight Cinema Networks on-screen advertising
diversifies our revenue mix. Independent
theaters always need ticket and concessions revenue,
but when you can make a nice amount for
doing something that costs you nothing but a little
on-screen space, Spotlight is a win-win. They have
the best quality ads and advertisers that fit with
our customers. Importantly, we are never forced to
take an ad—it is always our choice. Our favorite
Spotlight ad was a Louis Vuitton campaign with
this very ethereal spot that looked to the viewer
like some enticing film trailer. On first viewing,
most viewers didn’t notice that in every scene was
an LV logo. So when the LV logo card came up
at the end, people were surprised because they’d
been taken in by the ad. I loved that. I consider it
Spotlight’s most effective commercial!
Another thing I greatly appreciate about
Spotlight is the thoughtful way that they approach
potential new categories of advertising. We have
had some very interesting discussions recently,
both internally within our management team and
with Spotlight, about a category of product that
we previously hadn’t accepted on-screen advertising
for before. At first glance, it appeared to be
a natural thing as our culture as a society evolves
and morphs. I was quite surprised at some of
the reactions and discussion we had around this
category. In the end, it has all been very productive
and informative. Sometimes, as a society, we
aren’t as progressive as we think we might be, and
I appreciate that Spotlight gave us the time to have
a considered and thoughtful discussion. A less
thoughtful company might have just said here’s
a potential new advertiser and here’s the share,
decide now.
26 JULY 2019