It’s no secret that movie theaters have been hit hard in recent years. First, pandemic shutdowns in 2020 and then a dearth of product during the dual SAG/WGA strikes of 2023.
Approximately 2,000 screens across the nation have closed. That includes independent movie houses and chain multiplexes like Regal Cinemas. In the last few weeks, theaters in Cincinnati, Dover, Denver, and Boise, have joined L.A.’s Highland Theatre in saying goodbye.
But as we’ve been sharing in recent weeks, there are theaters that have found renewed life, especially around Los Angeles. Whether it's because of celebrity intervention or a serious dose of blood, sweat and occasional tears, one thing unites a lot of these places: repertory films.
The David Geffen Theater at the Academy Museum is a red velvet marvel of a space. The walls, the ceiling, the seats envelop you in a red-carpet-red dome. While it doesn’t have the classic 100-year-old architecture of a place like the Egyptian or the Chinese, it’s a modern movie palace that might be showing anything from 2 Fast 2 Furious to Showgirls to Soy Cuba or Spellbound.
From the street on Wilshire, in the Miracle Mile neighborhood near LACMA and the La Brea Tar Pits, the suspended spherical structure looks more like the Death Star than a 952-seat movie theater. And despite its location, you don’t have to purchase entry to the museum to catch a movie here, and tickets to screenings are just $10, regardless of the movie or guest speaker. (Christopher Nolan on-stage? $10.)
Underground is the Geffen’s sister cinema, the Ted Mann. (The theaters are named after the entertainment magnates and museum’s major donors.)
“Saying that the cinema is in the basement is not doing it justice,” says Academy Museum director of programming, K.J. Relth-Miller. It’s a 277-seat theater that is a visual counter to the Geffen’s overwhelming red — instead, draped in a cool green. Relth-Miller shares: “When the experimental filmmaker Mike Kuchar came into the space, he walked in and said, ‘I'm going to get lost in the cinema forest.’”
Both theaters are truly state of the art — equipped with multi-format projection (that’s the full range of 16mm, 35mm, 70mm, and digital) with Dolby vision and sound.
The screenings at the David Geffen and Ted Mann theaters will always nod to the Academy’s history, with programs like Oscar Sundays, celebrating films that have been honored at the awards. Or, the Branch Selects series, chosen in partnership with the 18 branches of the Academy, each representing a different craft or discipline in filmmaking.
But that doesn’t mean the only films they program are Academy Award winners or nominees. Relth-Miller notes that “the ceremony is one marker of cultural excellence, but we're really interested in moving beyond that.”
Programming at these theaters also explores counter-cultural trends and movements that may not have been recognized by the Academy, like screenings of cult classics by John Waters or talks with filmmakers like punk icon Penelope Spheeris.
And there’s an appetite for this kind of film programming among audiences.
Relth-Miller had been programming films in Los Angeles at UCLA for about six years, screening in the Billy Wilder Theater. There, she had been working with an audience that was skewing 50 and older before the pandemic shut their doors in 2020.
Now at the Academy Museum, which opened its doors in 2021, Relth-Miller is seeing the majority of audience members at screenings are under the age of 40.
(It should be noted that the New Beverly Cinema, just north of the Academy Museum in the Fairfax District, also reported younger audiences coming to the theater post pandemic).
“That's actually a different demographic than what we were seeing citywide in the repertory scene before the pandemic,” says Relth-Miller.
But it was not an easy road getting here.
Architectural plans for the museum’s building were first presented in 2008, shortly before the housing market crash. The initial land purchased for the museum site was sold and plans were put on hold.
In 2012, new plans were presented by architect Renzo Piano for a new location in the former May Company building, a historic Streamline Moderne structure on the corner of Fairfax Avenue and Wilshire Boulevard. The estimated opening date was 2017, but amid fundraising slowdowns, budget increases, and leadership changes, the museum’s launch was pushed to December 2020. That was announced before COVID shutdowns began. Then the museum’s opening was eventually set for September 2021.
”We have had to build an audience from a post pandemic reality,” Relth-Miller says.
The shifting age demos and trends around repertory screenings have opened doors to what is considered a “revival” film.
A successful screening of Twister (1996) took Relth-Miller by surprise. When she first started programming theaters in L.A., less than a decade ago, she recalls, “I felt like it was hard to get folks out for a film from the 90s because the films still felt fresh to the majority of the people who were going out to see repertory screenings, right?”
But younger generations who didn’t have a chance to see those films in theaters, and who are developing a cinephilia on platforms like Letterboxd, are clamoring for an experience.
“Gen Z did not have a chance to see something like Twister in the theater, and so they're gonna show up and see it on 35mm, and sometimes in their first ever opportunity to have a communal experience with it," Relth-Miller says.
In reporting out this series, every cinema operator or programmer I’ve spoken with has talked about movie theaters as a source of memory. Maybe you don’t even remember the movie itself, but you remember the company, the seats, the popcorn. And screening films can be an act of recall too.
“We're like activating ghosts, right?” says Relth-Miller. “We're watching people come to life. We're bringing Katharine Hepburn back to life when we show something like Christopher Strong, and when we screen Spellbound, we're bringing Gregory Peck back to life, before our very eyes.”
The David Geffen and Ted Mann theaters are only three years old — most of their history is yet to come.
“We can feel a sense of history the older a place becomes,” says Relth-Miller. “I think what's the most exciting thing to think about is what this theater will feel like in 20 years…because of the people who have come through it.”
Upcoming film programs include The Sewing Circle: Sapphic Icons of Early Hollywood, In the Midnight Hour: A History of Late-Night Movies and Forever a Contender: A Centennial Tribute to Marlon Brando. You can find a full calendar of screenings here.
