The Community-Owned State Theater in Nashville, IL

It doesn't look any different from any other old-fashioned movie theater, but the only cinema in Washington County, Illinois, owes its existence to a strategy developed in the 1970's.

Located on the courthouse square in downtown Nashville, it is owned jointly by members of the community who paid $100 a share in its future.

Shared Theater

Back in the 70's, the State Theater was acquired from its previous owner by the Nashville Theater Corporation, formed by a group of area businessmen concerned about the possiblity the county could lose its last theater. The concern was based on a realistic assessment of the existing situation. Nashville has a population of 3,200 and the rural agriculture-based county has, in all, only about 15,000 residents.

The funds obtained from selling shares was plowed back into the theater. Shares contine to be sold today and the revenue helps pay for new seating and other upgrades. The theater is also occasionally booked for special event-oriented children's matinees. Supplemental revenue is produced by occasional fund-raisers, as well.

Competitive Pricing

Prices are quite reasonable. Admission is $5.00 for adults, $4.00 for children and seniors.

The concession stand is appropriately stocked with fresh popcorn, candy, sodas, bottled water, and the like. Concession prices are considerably lower than in the McTheaters in neighboring counties.

Share holders are not making a bundle, but making a profit was never the goal of those who bought shares. But just because it's a break-even operation, it doesn't mean the theater can be allowed to lose money. There's still overhead, with projectors needing replacing, utilities, and property taxes.

"We do not have not-for-profit status at this time," said manager Barb Barker, "but we do try to make ends meet and keep it around for the kids."

Even with low prices, there continues to be a struggle to compete with fancier theaters, as well as the common enemies of all, TV and video games.

Bookings

Although first-run movies are occasionally booked, Barker admits that they are a problem because the commitment in such cases is usually for two weeks and attendance tends to fall off in the second week.

Barker says after a movie has been out two or three weeks she starts talking to the different bookers about when they can get it.

"Usually, I can have a movie four weeks after it's been out," she said, with a reduced rate a over first-run booking and a matching reduction in the guaranteed profit the booker requires. "First-run movies, they get 90% of the ticket sales the first week and then it drops after that."

With the savings by using movies that have been out a little while, concession prices can be kept low.

Family Oriented

An important policy in booking movies is that of avoiding films that people can't attend with their families. If it's rated R, the parent is required to attend the movie with the child. Barker has not booked an R-rated movies run in the theater for about three years.

Barker said she tries to book on a three-week cycle to offer the broadest appeal, with a children's movie, then a teen movie, and a movie with an adult appeal.

New Direction

Barker said the theater has been trying a new promotional strategy. Student passes are being sold with ten movies for $30 over six months, with a $10 savings. An adult pass is $40 for ten movies over six months with a $10 savings. Another package offers admission, large popcorn, and a large soda at $9, for a $2 savings.

After well over 30 years, the community-owned State Theater continues in efforts to bring in local movie-goers while making sure Washington County keeps its only remaining movie theater..