The
Capitol Theatre, a three-screen movie theater at Detroit and W. 65
th Street that opened in late 2009, has met its projections by attracting 45,000 patrons in its first year.
The pioneering venue is the only indie movie theater on Cleveland's west side. The Detroit Shoreway Community Development Organization (
DCSDO), the nonprofit developer, secured financing and broke ground on the project just a few months before the collapse of the financial markets in 2008. The theater, which contains a beautifully restored main room and two smaller rooms, is a centerpiece of the burgeoning
Gordon Square Arts District.
To ensure continued viability, the Capitol must grow its audience by 10 percent per year for the next five years, says Jenny Spencer, Project Manager with DSCDO. "Right now, we're building an audience," says Spencer. "We're doing about as well as we'd expected, but we need to keep growing."
Spencer cited the strong attendance during recent screenings of Black Swan and True Grit as indication that the Capitol's audience will continue to grow.
Since the Capitol opened, it has broken the corporate mold by offering special events, resident discounts, partnerships with local restaurants and other creative strategies to entice moviegoers. Currently, it is offering a promotion for Lakewood residents, who can see a movie for $6 through the end of March. The Capitol is run by
Cleveland Cinemas, which manages eight theaters, including the Cedar Lee.
The Capitol Theatre's growing audience will also help to attract more independent films, Spencer said. When the Capitol Theatre project was first launched, the venue was billed as the "Cedar Lee of the West Side" by promoters. However, the theater had difficulty attracting the indie hit "Waiting for Superman" because attendance wasn't high enough. Thus, the theater has been forced to screen a mix of independent and larger Hollywood films, and Spencer says that will likely continue.
Although movie theaters across the country continue to face competition from Netflix and other online services, Spencer says that special events such as "Sunday Classic Movies" and partnerships with restaurants are attracting patrons seeking a unique movie-going experience. And while Crocker Park has 16 screens, she adds, the Capitol is still the only West Side venue where you can order a beer.
Source: Jenny Spencer
Writer: Lee Chilcote