How New York’s small cinemas are hanging on
By Cara Buckley
Hollywood bromances, gay skin flicks, obscure art-house hits — Nick Nicolaou has screened them all at the assorted New York City movie theaters he has owned in the last 38 years.
Midway through April, with his four remaining theaters shuttered because of the coronavirus pandemic, he tried his hand at something new: virtual cinema, offering the documentary “The Booksellers” online. Audiences didn’t exactly come in droves. His net proceeds came in a check for a whopping $4.99 that he hasn’t bothered to cash.
Nicolaou, whose theaters include Cinema Village, a tiny downtown art house, remains in an uneasy limbo along with the people behind indie cinemas like Film Forum, Anthology Film Archives and Nitehawk — desperate for audiences to return, yet terrified of cinemas becoming petri dishes. On Friday, Gov. Andrew Cuomo allowed cinemas statewide to reopen, except in a few hot spots, one of them being New York City.
COVID-19 is threatening to give a knockout punch to cinemagoing, edging the AMC Theaters chain toward bankruptcy and prompting Cineworld, the parent company of Regal Cinemas, to temporarily shutter its theaters in the United States and Britain. (Some reopened last weekend in New York state.)
New York and Los Angeles are crucial markets, and cinemas in both cities remain closed. Hollywood is delaying releases because of skimpy audiences, creating a chicken and egg problem. With no tentpole movies to lure them in, audiences have even more reasons to stay away.
But the people behind New York’s remaining independent theaters hope their small size will help them buck that trend. They cater to niche audiences and aren’t wholly reliant, if at all, on the Hollywood machine. Film Forum has a backlog of films to screen, and Anthology Film Archives drew 40,000 online viewers in the first three months of the shutdown — as many people as it might see in person in an entire year, according to its director, John Mhiripiri.
Absent real-life audiences, they have survived on a patchwork of government payroll protection and bank loans, emergency grants, deferred mortgage payments, forgiving landlords, loyal members, donations and the hope that movie theaters will be included in a new COVID-19 relief bill.
Several theaters had better luck than Nicolaou did at streaming, not that it has brought in anything close to real money. Film Forum has offered 50 or 60 movies on its site since the pandemic began, said its director, Karen Cooper, bringing in a total of $90,000, which was just $10,000 more, she said, than the Aretha Franklin documentary “Amazing Grace” made in a week. Mhiripiri of Anthology Film Archives said streaming has brought in about 5% of normal box-office income, but they had to keep doing it. “We need to stay engaged with our audiences,” he said.
Even when the city reopens the theaters, they’ll likely only be able to operate at a quarter of capacity, at least until a vaccine comes.
“It’s just about having that patience to limp along for eight months or so,” said Matthew Viragh, founder of the two Nitehawk eat-in movie theaters in Brooklyn.
Along with Cinema Village, Nicolaou owns Cinemart in Queens, Alpine Cinemas in Brooklyn, and a fourth theater deep in Brooklyn that he leased out and plans to sell. He owns his theaters outright, a saving grace, though one of his biggest vexations is his property taxes, which, for Alpine Cinemas alone, topped $316,000 this year, to his lasting chagrin.
Several of the city’s other art houses and smaller cinemas have a surprising safety net — large corporate owners that help buffer them from oblivion. The Paris Theater is now operated by Netflix. The Angelika Film Center & Cafe is part of a chain of theaters owned by Reading International, a publicly traded multinational company. The IFC Center’s parent company is AMC Networks. The Quad is owned by billionaire real estate developer Charles S. Cohen.
Others, like Film Forum and Anthology Film Archives, operate as nonprofits, and have leaned heavily on members and donors for support.
“We’re only still alive because of the largesse of our audience members and our board,” Cooper, of Film Forum, said.
They held a springtime fundraising drive that raised $100,000, and collected $585,000 from the government’s payroll protection program, which for months helped keep 24 full-timers employed. Cooper said the place is still hemorrhaging badly. The Forum’s monthly expenses are around $250,000. When it reopens, it probably will not offer concessions, out of safety concerns, which Cooper said usually bring in $500,000 a year.
“So this whole thing is a financial debacle,” she said. “But I’m not telling you anything you don’t know.”
On the upside, Cooper said Film Forum has a backlog of movies to screen, and added that while she doesn’t want to minimize the toll of the coronavirus, reopening is overdue.
“We think the audience is out there and that Cuomo, as smart he has been, we think he’s gone overboard,” she said. “He seems to have forgotten we even exist.”
A spokesman for Cuomo said movie theaters will be allowed to reopen when the science, data and health experts deem it safe. “This cautious approach has so far served New Yorkers well,” the spokesman, Jack Sterne, said, “and everyone is working to stop a second wave.”