Discover one arts organization’s innovative approach to bringing movies to a historic theater in a small, rural town.

Opportunity
Arts on Main in Van Buren, Arkansas has long celebrated diverse artistic mediums, offering everything from ceramics to performing arts. However, film was an underrepresented medium in their programming. Recognizing a strong local filmmaking community and inspired by her own love of cinema, Director of Development Coralee Young saw an opportunity to fill “dark days” at the King Opera House – a 315-seat Victorian vaudeville theater managed by Arts on Main – with engaging movie nights. "[Movies are] such an easy, entry-level way to get people in the door, enhance our programming offerings and allow our community to experience another medium of art," Coralee explained.

Approach
With a goal to spotlight a fresh art form, advance cultural education in the community, provide affordable entertainment for the rural area and maximize the theater's potential, Arts on Main partnered with Swank Motion Pictures. Movies at the Opera House now features three films each month: a children’s movie, a classic and a family-friendly title. Tickets are priced at just $5 to ensure accessibility for the rural community. “I'm definitely noticing that the clientele for these movie nights are people who either love classic films, which is amazing, or they're people who need an affordable night out,” said Coralee. “Which, you know, two birds, one stone. And we love that.”

Coralee made the process seamless by identifying open calendar days and selecting titles from Swank’s extensive catalog. "I was really happy when I found Swank because of all the titles that they offer,” shared Coralee. “It’s really just a one-stop shop and they’ve been great to work with.”

To sustain the program, Arts on Main implemented a tiered sponsorship model, inviting local businesses and individuals to support screenings. Sponsors could choose levels ranging from $100 to $1,000, gaining visibility through marquee posters, on-screen logos and even pre-show trivia. Whenever possible, Coralee aligns the sponsor to the featured film. For instance, a funeral home is sponsoring their Halloween screening next October.

Intentionality was key in other areas too. Arts on Main looks for opportunities to connect screenings with other community events – like “Pretty in Pink” on the same night a local boutique hosted an 80’s Ladies Night – and experimented with the best screening days to accommodate the town’s sports-heavy schedule.

Results
The series is only in its first year, yet Movies at the Opera House has become one of Arts on Main’s most successful programs. Attendance averages four times more than other offerings, such as art classes. "For our intimate space, [the attendance] feels like a lot," Coralee added. Choosing an entire year’s worth of programming upfront proved instrumental, building anticipation and enabling the community to pre-plan for the screenings. Meanwhile, Swank’s extensive library made it easy to provide something for everyone.

The initiative has also created unforgettable experiences. Coralee recounted, “My nieces came to see ‘E.T.’ for the first time. At the end, they were cheering, ‘Bye, E.T.!’ You can’t get that on your couch.” Looking ahead, Arts on Main plans to expand its offerings with sensory-friendly screenings for audiences with special needs. There’s also a broader cultural mission: "I want to show John Ford classics and Fellini films – things that advance cultural education in our region."

Coralee’s advice to other performing arts centers? "Find the day of the week that works best for your community, think about your audience and tie your programming to other events whenever possible. And as long as one person wants to come and see the movie, you’re doing your job."

Key Takeaways
By leveraging Swank Motion Pictures’ extensive resources, Arts on Main has transformed unused theater days into vibrant, community-driven movie nights. Their thoughtful approach – balancing affordability, creativity and inclusivity – serves as a model for other performing arts centers looking to expand their offerings and foster meaningful connections with their communities.

• Leverage a Strong Partner: Swank Motion Pictures made the planning process simple, offering a robust library and flexible options to fit the theater’s unique needs.
• Keep It Affordable: Accessibility drives attendance, especially in rural areas where disposable income can be limited.
• Get Creative with Sponsorships: Tying sponsors to specific films or themes adds value for both the sponsor and the audience.
• Plan Ahead: A full year of programming allows for more strategic marketing and builds anticipation within the community.
• Prioritize Engagement: From pre-show trivia to tailored movie nights, engaging the audience is as important as the film itself.