ANN ARBOR, MI -- The Michigan Theater Foundation, which runs Ann Arbor’s landmark Michigan and State theaters, is seeking donations or membership renewals to continue providing virtual cinema and programs.
Revenue has essentially evaporated due to closings caused by the coronavirus pandemic and state-ordered mandates, Executive Director Russ Collins said. From March to October, the theaters averaged about a $10,000 loss per week, he said.
“Before COVID-19 hit, we had an annual budget of about $6.5 million a year,” Collins said. “About $4 million of that budget was so-called earned revenue of ticket sales, concession sales and rentals. And about $2.5 million were contributions. We’ve pretty much been reduced to contributions as our key revenue piece. Fortunately, people have been very generous.”
Because of people’s ongoing generosity, the theaters are not on the verge of financial collapse yet, Collins said.
“We have members and members have renewed their membership very generously,” Collins said. “We do have online programs that people seem to appreciate. (There is) not a lot of revenue in that but it certainly provides an alternative to Netflix, Amazon and cable TV.”
Anyone can donate online from $25 to $1,000 or more, or by mail to Michigan Theater Foundation, 603 E. Liberty St., Ann Arbor, MI 48104. Memberships also can be purchased here.
The company went into the pandemic with some savings to keep it afloat and, based on feedback, customers are itching to return, Collins said. In the meantime, the company will rent out spaces for movie watchers or groups like the Ann Arbor Symphony Orchestra, which is using it one of the spaces as a recording studio.
“We’re expecting to, starting late this month or in February, do screenings of films that we believe are going to be nominated for academy awards. We might even do a concert here and there, socially distanced and safe,” Collins said. “We require everyone to wear a mask and take everyone’s temperature when they come.”
As for the future of cinemas, Collins said many have proclaimed “the death of motion pictures” for 60 years. Fortunately, these landmarks are cinemas and performance art centers, he said.
“There’s definitely a future for the State and Michigan theaters,” Collins said. “The reason that television and subsequently streaming and DVDs and all of those kind of things didn’t put an end to going out of the movies is not because you can watch something at home. It’s about going out. There definitely is a future.”
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