Three years ago, Jeff “Punk Rock” Martin took over Tigard’s Joy Cinema & Pub, promising to bring second-run blockbusters, pizza, and beer to the theater, along with “monster movies, biker flicks, critics’ faves, and grindhouse fare.”
But for independent movie theaters, it’s been a tumultuous few years—thanks in large part to mandatory digital projection upgrades. While the costs of digital projection were easily shouldered by multiplex chains, they decimated the budgets of many independent theaters that actually make it worth leaving the house to see a movie. (Just in the past few years, the Academy and the Kiggins were among the indie theaters that turned to crowdfunding to help with digital upgrades.)
Citing lingering debt from the theater’s digital conversion, along with rising rent, Martin’s launched an Indiegogo to keep the Joy Cinema & Pub open. It’s worth taking a look at: Even if, for some dumb reason, you don’t like the theater’s one-two punch of cheap mainstream movies alongside oddities and repertory titles (this week’s offerings range from Cinderella, Insurgent, and Kingsman to a free screening of The Cabinet of Dr. Caligari), the campaign makes a pretty great case for the value of locally owned, independent theaters.
For the people of Tigard and the surrounding area, keeping the Joy open means keeping entertainment affordable. In fact, a family of four can easily save $40 by going to a movie at the Joy instead of at a multiplex.
But the Joy is also important to the local economy and quality of life. It appeals to people who want to buy homes in the area. It attracts customers who also visit restaurants and other businesses nearby. To see what a theatre can do for a community, look at the examples right in the Portland metro area. Neighborhoods once in disrepair now thrive in the wake of restorations and re-openings of local, independent cinemas. (Via.)
So if you care about local and independent theaters (you should), take a look at the campaign. And for what it’s worth, the “But it’s allllll the way out in Tigaaaaaaard” excuse doesn’t quite work anymore. As a friend who grew up with fond memories of the theater pointed out the other day, “Tigard? Not that far, and y’all are gonna end up moving there once you’re priced out of Portland anyway.”
