Poor, poor pitiful me
My assistant taught me not long ago about spoon theory. Spoon theory is a model to describe what it’s like to live with chronic pain or illness: spoons are the measure of how much energy a person has every day, and each activity takes a certain number of spoons, and people who are not ill have an infinite supply of spoons while people with a chronic illness have a limited supply and must manage their spoons each day or risk running out and not being able to do anything but rest. I don’t have a chronic illness or injury that makes my life difficult, but I can recognize that it’s actually a really great metaphor for limitations. But my assistant told me about spoons in a slightly different context: spoons can also be the intangible measure of how much emotional energy a person has to spend on a person or an activity or even a given day. It’s possible to run out of spoons and really just be unable to face a task or a person. Rest can refill the spoons of someone dealing with chronic illness, but all kinds of things can give you more emotional spoons. Sometimes just a nice chat with the right person can be what it takes to give you the spoons you need to face something.
Lately, with the theatre, I’m running out of spoons.
They get refilled quickly… and then they’re gone. I feel like I’m facing problems I don’t know the solution to.
The main issue is that we’re always broke. Now, I can joke all I want about how, well, of course we’re broke. We’re a NON-profit! HAHA! Get it? A NON-profit? Hahahahah…. But the truth is, hey, we’re a non-profit. And a nice non-profit model is that 50% of the money that comes in will be earned, and 50% will be donated. If we weren’t open to donations our prices would be higher. Even a 70/30 or 80/20 model can work if you have a successful business. But my theatre has, since we opened, basically been on a 100/0 model. Our costs have gone up and we’ve incurred new ones (oh, okay, property taxes!) and our prices have basically been the same. So while our ticket and concessions sales have exceeded our initial break-even figures, we have less in the bank each year. And there has been no significant fundraising in almost five years.
This is a scary place to be. Forget making fun improvements, like a digital ticketing system that will let you buy your tickets online and keep up with a membership program, or putting cabinets in the catering area so we can get rid of the 8-foot tables. I’m struggling just to keep the place running. The building is 87 years old and leaks pretty much everywhere. (Sometimes it leaks onto the $60,000 projector/money-maker. That’s a Tums kind of day.) Light fixtures wear out. Fans stop working. Light bulbs have to be replaced. (Did you know a bulb for a projector can cost up to $1200? It’s true.) Last summer’s dismal movies and admissions almost took us out. (And we did much better than the national average.) And the carpets need to be cleaned, and we need to do a serious paint touch-up.
And even all of that isn’t what is taking all my spoons. What’s taking them is when I hear, as I do several times every week, from people who say they love and support the theatre, that they saw the movie I’m showing already out of town.
Seriously, people seem to think they’re being encouraging when they say, “Oh, you’ll have a good weekend! That movie is so good!” It’s harder and harder for me to not yell, or cry, or walk away. I don’t go into restaurants and tell them what a great meal I had at a competing restaurant. I wouldn’t tell my hairdresser what a great cut I got from her competition. I don’t brag to the owner of my local grocery store about the great deal I found at Wal-Mart. What would make people think that I want to hear how good the movie was that they saw somewhere else?
So, the affordability of my theatre isn’t a selling point. People are happy to pay twice as much to see a movie in a place with a smaller screen and sticky floors. And the superior projection and sound might be too geeky for normal people to care about. (Have I mentioned our superior projection and sound? Because they are, and we worry about that and fuss over it and consistently check and test to make sure we’re on point.) The things we focused on the most aren’t the most important.
Maybe I’ve done too good a job. Maybe it looks effortless and people just don’t realize that every ticket we sell matters. I recognize that it’s hard to put a positive spin on, hey, we’re almost broke even though you say you love us and we’re vital to the community!
Or maybe we’re not? Maybe my idea of the importance of my theatre to this town is delusional? But there is so much evidence against that! We were named Most Valuable Patron at this year’s Chamber of Commerce awards ceremony, and while I know someone has to win it every year, this year it was us, and I think we earned it. And there are people in this building ALL THE TIME. Just this month, in the span of 13 days, in addition to the movies we showed, we will have had free showing of Jurassic Park in 3D, a legislative forum and lunch with two state legislators, a free Earth Day movie and event, a free jazz concert to raise money for a scholarship foundation, a private lunch with the wife of a college president candidate, a PFLAG meeting, a free documentary about rape culture, and two meetings of the college film class. (It is quite possible that working 70 hours a week is taking up a spoon or two.) Clearly, we’re vital to this community. So why are we broke? (Did you catch how many times I used the word “free” in there….?)
I went to a conference for people who run old theatres, and I came back with what felt like a million spoons and pages of ideas of programs, big and small, that we could start to get more people into the theatre. And all but one of those programs requires at least a little initial investment and have I mentioned we’re broke? All those spoons are gone. In fact, just thinking about some of those programs and what it would take to get them started feels like it might even be taking spoons away from tomorrow. Because in the end I have to spend my energy on the movies, on trying to get people in here, to get them to wait three weeks. And even the movie front is tricky right now. (Thanks for being so great to work with, Disney!) At least one of the things the conference taught me was that I’m not alone. Everyone running a small theatre like mine is thinking all of these things this morning, just like me.
Sigh. What a lot of navelgazing this is, even for a blog. I guess I’m trying to work some things out, and I’m doing it in print here, and I’m trying to rationalize not posting anything for six weeks. It’s hard for me, right now, to think of movies as art. They feel like a product to me, a product I can’t seem to sell enough of.