Art house theaters are far from immune to the tough times that come with a recession. A number are looking for new revenue streams to keep afloat, and Variety magazine is pointing them toward the Michigan Theater for a splash of inspiration.
Excerpt:
Belove ultimately decided that the quickest area for improvement was in refining the theater's underused memberships, which began generating stable and lucrative revenue without much marketing push. "If I could double or triple that, it would probably tip us into a different level of comfort," he says.
Since starting their member program 14 years ago, Ann Arbor's Michigan Theater now takes in over $400,000 in annual subscriber revenue, while offering well-perceived premium benefits like free screenings, popcorn and validated parking.
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