By MCN Editor editor@moviecitynews.com

I Built a Movie Theater – and a Film Festival – and I’d Like You to Come To It, An Invitation From Michael Moore

Sunday, July 15th, 2012

Friends,

Here’s something I haven’t spoken much about outside of Michigan, mainly because I live here and I like what modicum of privacy I have in this place I call home and where I try to live a “normal” life. For instance, not a day goes by here where a Republican doesn’t stop and shake my hand. Seriously.

But I think it’s time you guys come here and hang out with me! So consider this your invite to make your way to Traverse City, Michigan, where each summer I hold a film festival that is a favorite for filmmakers all over the world. More on this in a bit.

For the past seven years, in addition to my day job of making movies and writing books, I have spent a significant amount of my time volunteering in the town where I live in northern Michigan. Our state, as you know, has been in a long-term depression (say the word “recession” around here and someone is likely to punch you).

So I decided to devote my time (and resources) to help the area I now call home by getting its long-closed downtown movie palace restored and reopened. Downtown Traverse City was doing better than most Michigan cities – which means that there were “only” five or six stores on our block that were boarded up (or “bombed out”), and the nearby elementary school had “only” 70% of its students qualifying for the federal free lunch program (i.e. they lived near or in poverty).

The local Rotary foundation owned the large, ornate empty theater, which had not shown movies in 20 or so years (a theater has stood on this site for nearly a hundred years). I would often pass by it and think, “What a shame this isn’t open” – but it was no different than any of the hundreds of other downtowns I’ve seen all over America. The locally-owned independent movie theaters were abandoned years ago (how I wish some of you younger than me could have seen a movie in one of these grand rooms!) in favor of corporate chains and indifferent, cookie-cutter multiplexes where one low-paid projectionist runs the projectors for all 14 screens. You can bet that really improves the sound and picture quality of the films being slammed onto those screens – and the pleasurable experience of “goin’ to the movies” has now become just another way to kill some time in between texting and talking to your girlfriend during the show.

The $10 popcorn helped make things better, too.

So I had this epiphany. What would a movie theater look like if it were designed, built and run by the people who actually make the movies? Why are we, the filmmakers, never consulted about what the movie-going experience should be like? After all, that’s our art, our creative work, up there on those screens. In no other art form does the artist NOT have a say in how their art is presented to the public.

I asked the Rotary group to give me the theater for a dollar, and we eventually settled on a dollar. I set up a community-based non-profit organization that would own the theater. Four others and I donated all the money needed to bring the theater back to life. I promised that we’d complete the entire rebuild in 6 weeks. And we did.Hundreds of people pitched in to hammer nails and make curtains – and the new “Historic State Theatre of Traverse City” was opened in 2007 with its 584 brand new made-in-Michigan seats, the biggest screen within 150 miles, a state-of-the-art sound system, a big new balcony built from scratch, a complete restoration of the 1940s art-deco décor, and a concession stand where you could get drinks and popcorn for just $2.00. I, as the theater’s chair and volunteer programmer, promised to bring “just great movies,” especially those movies that never make it to areas like northern Michigan.

Since our grand reopening, the State Theatre has been one of the largest-grossing independent art houses in North America. We have landed in the top ten highest-grossing theaters for a total now of 138 weeks. And, get this – for 62 of those weeks, we were the #1 theater in the country for the film we were showing during each of those weeks. This success has happened while movie attendance nationwide has dropped in the last decade – and with us, it has happened in a depressed state and in a rural, somewhat politically conservative area where the nearest four-year college is 100 miles away.

I am going to make an audacious (but true) claim: You will not walk into a nicer, friendlier, better movie theater anywhere in the U.S. than the State Theatre of Traverse City. I’m not kidding. When you leave you’ll want to know why every movie-going experience can’t be like this one.

How have we done it?

1. We have no desire to make a profit (e.g., you will never see a commercial before a movie). All decisions are based on what’s best for the patrons and the community and the art of cinema. We do not share the cynical attitude of the cineplex owners when they say, “We make our real money on the popcorn!” We, instead, make the money we need to run the State by simply showing only good movies. We’ve spent every day in the black for our entire 5 years.

2. We are a mostly volunteer-run operation. Hundreds of people work a shift or two a month to ensure the nonprofit theater’s existence. This theater is essentially owned and run by its stakeholders – the citizens of the area. Everyone has a vested interest in its success.

3. If we catch you texting, checking your email, or talking on your cell phone during the movie, you will be banned from the theater for life.

Now, back to the reason I want you to come to Traverse City in a few weeks. Two years before my neighbors and I got the State re-opened, I started a film festival in Traverse City called, naturally, the “Traverse City Film Festival.” It is now in its eighth year – and I would like to invite you to come here this summer and experience It. It will be unlike anything else you’ve done. During the six days of the festival I’ll be showing a great mix of fiction, nonfiction and foreign films I’ve discovered in the past year – 91 of them in all. In 2011, the combined attendance at all of our festival movies was 128,000! The whole event takes place in this small town that sits on a beautiful bay that’s part of Lake Michigan. Tickets are cheap, and many events – like the nightly outdoor films we show on a 100-foot screen by the water – are free. You can park your car and walk (or take the free shuttle bus) to any of the 5 indoor venues. This includes the State Theatre and the four other historic buildings that we turn into first-class movie houses. Over half of the films will have their director or stars appearing in person. This year, we are proud to have with us Oscar-winner Susan Sarandon and the legendary German director Wim Wenders, among many others.

This summer’s festival runs from Tuesday, July 31st through Sunday, August 5th. Tickets to the public go on sale next Saturday (but if you join the “Friends of the Festival” you can buy your tickets starting today [Sunday]).

So, come see me in Traverse City! I promise, you won’t regret it, you’ll have a great time, you’ll see some fantastic movies, and you’ll meet a lot of good people.

And you’ll see what an old-school movie theater and a popular film festival have done to pump millions of dollars into the local economy. There are no more boarded-up stores on our block, and we now are helping and advising other Michigan cities about re-opening their historic movie palaces.

It’s a little story I’ve wanted to share with you for some time, and now I have.

See you in TC!

Yours, Michael Moore
MMFlint@MichaelMoore.com
@MMFlint
MichaelMoore.com

2 Responses to “I Built a Movie Theater – and a Film Festival – and I’d Like You to Come To It, An Invitation From Michael Moore”

  1. Guy Desrochers says:

    Nicely done , Michael. Again I consider you a true american hero and a real patriot. Hope you do not mind my saying so.
    regards
    Guy

  2. Patricia Moore says:

    Michael, What a great story. I am impressed but not surprised as you are known for your tenacity and creativity, and this is so like you to pull off. I live near TO and hope to get to Michigan some time soon to enjoy your theatre experience. WOnt’ make the festival and don’t like crowds, so I’ll look for a showing at a quieter time. I’m sure there is a website with information. God Bless and congratulations on your newest success. We are both Moore’s and I do see a resemblance to my father’s family in you. They hailed from Ireland via Newfoundland and Montreal. Wish we were related. I can pretend anyway. All the best, Patricia.

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“I suddenly couldn’t say anything about some of the movies. They were just so terrible, and I’d already written about so many terrible movies. I love writing about movies when I can discover something in them – when I can get something out of them that I can share with people. The week I quit, I hadn’t planned on it. But I wrote up a couple of movies, and I read what I’d written, and it was just incredibly depressing. I thought, I’ve got nothing to share from this. One of them was of that movie with Woody Allen and Bette Midler, Scenes From a Mall. I couldn’t write another bad review of Bette Midler. I thought she was so brilliant, and when I saw her in that terrible production of ‘Gypsy’ on television, my heart sank. And I’d already panned her in Beaches. How can you go on panning people in picture after picture when you know they were great just a few years before? You have so much emotional investment in praising people that when you have to pan the same people a few years later, it tears your spirits apart.”
~ Pauline Kael On Quitting

“My father was a Jerome. My daughter’s middle name is Jerome. But my most vexing and vexed relationship with a Jerome was with Jerome Levitch, the subject of my first book under his stage and screen name, Jerry Lewis.

I have a lot of strong and complex feelings about the man, who passed away today in Las Vegas at age 91. Suffice to say he was a brilliant talent, an immense humanitarian, a difficult boss/interview, and a quixotic sort of genius, as often inspired as insipid, as often tender as caustic.

I wrote all about it in my 1996 book, “King of Comedy,” which is available on Kindle. With all due humility, it’s kinda definitive — the good and the bad — even though it’s two decades old. My favorite review, and one I begged St. Martin’s (unsuccessfully) to put on the paperback jacket, came from “Screw” magazine, which called it “A remarkably fair portrait of a great American asshole.”

Jerry and I met twice while I was working on the book and spoke/wrote to each other perhaps a dozen times. Like many of his relationships with the press and his partners/subordinates, it ended badly, with Jerry hollering profanities at me in the cabin of his yacht in San Diego. I wrote about it in the epilogue to my book, and over the years I’ve had the scene quoted back to me by Steve Martin, Harry Shearer, Paul Provenza and Penn Jillette. Tom Hanks once told me that he had a dinner with Paul Reiser and Martin Short at which Short spent the night imitating Jerry throwing me off the boat.

Jerry was a lot of things: father, husband, chum, businessman, philanthropist, artist, innovator, clown, tyrant. He was at various times in his life the highest-ever-paid performer on TV, in movies, and on Broadway. He raised BILLIONS for charity, invented filmmaking techniques, made perhaps a dozen classic comedies, turned in a terrific dramatic performance in Martin Scorsese’s “The King of Comedy,” and left the world altered and even enhanced with his time and his work in it.

That’s an estimable achievement and one worth pausing to commemorate.

#RIP to Le Roi du Crazy

~ Biographer Shawn Levy on Jerry Lewis on Facebook