An iconic local business may be making some major changes next year.
The Arlington Cinema and Drafthouse, at 2903 Columbia Pike, sent an email to customers on Sunday night, seeking feedback on a proposal that would change the way it books entertainment options.
Currently, the Drafthouse hosts national comedy acts, periodic special events and “sub-run” movies year-round.
Historically, sub-run movies are movies that have been out a few months but are not yet on home video or on-demand. But that has been changing — now such movies make it to on-demand and home video faster, which has led to a slump in the sub-run movie model, says Drafthouse owner Greg Godbout.
Godbout, who runs the venue with his wife Colleen, said the business of showing sub-run movies for discounted prices has been in decline for years, with fewer people finding a reason to pay to go out to a movie that they can just watch at home.
“The studios have no interest in keeping the sub-run model alive,” he said. “This has been something that has been trending for some time and we now have to do something about it.”
The proposal, as presented to customers, would bring first-run movies to the Drafthouse, but only for part of the year. In the summer, when comedy attendance is down, the Drafthouse would exclusively show new Hollywood releases. The rest of the year, the same mix of comedy, events and sub-run movies would return.
Studio rules dictate that the Drafthouse can’t show new releases and other entertainment on the same screen or stage. So if the change were to be made the Drafthouse would, during the summer, follow roughly the same model as the Uptown Theater in D.C., showing one first-run movie exclusively for a couple of weeks before moving on to another.
“As we make this decision, it’s a significant change — trying to figure out how we change our model to fit the movie industry, so we can continue to do movies,” said Godbout. “We’ve had so many internal discussions about this, but we’ve never opened it up and said, ‘hey customers, what do you think about this?'”
He said the response to his email has been overwhelming: less than 24 hours after he sent it Sunday night, more than 1,600 people had already filled out a survey that he linked to in the email.
“We’re so fortunate, we have a very passionate fan base,” Godbout said. “This is the best type of market research you can imagine. People have also been emailing privately, I can barely keep up with it.”
Godbout said a final decision needs to be made by February, to give the Drafthouse enough time to book movies in advance for the summer. The decision, he hinted, may be different than what was proposed in the email, in response to feedback.
“That proposal, while still in tact, is changing significantly based on responses,” he said. “People are saying, remain unique, don’t be like everything else.”
But change is likely either way.
“When you run a small business, nothing is permanent, you have to adapt,” said Godbout.
The change took on a bit more urgency this year because so-called “disposable income venues” — entertainment venues, restaurants, etc. — in the area are experiencing a downturn that Godbout attributed to election anxiety.
Despite that, the Drafthouse is investing in its future with planned maintenance to its neon “ARLINGTON” sign and the replacement of its more worn-out chairs.
Godbout said certain things about the Drafthouse, which he and Colleen first took over in 2005, are not changing. The new chairs, for instance, will still be office chairs. And the shows will go on.
“We’re not shutting our doors,” he said. “This will still be the comfortable place to come to enjoy world class entertainment.”
The full email, after the jump.
Flickr pool photo by Brian MKA
