It’s a tough time for small businesses. Some could be shuttered for months while the COVID-19 crisis continues.
But Virginia’s independent movie theaters are still finding ways to connect to fans while they’re home, and get a little financial help.
Operators of movie houses say their support extends beyond frequent patrons. They say social media gives these facilities a chance to engage with supporters.
The Byrd Theatre in Richmond put a tour of its projection booth on Facebook Live, and is planning staff interviews.
“You can only stream so much TV, " said Ted Haynes, The Byrd Foundation's Board President. "So trying to find new ways – when people are craving opportunities to learn more, or see unique aspects, this really gives us the opportunity to allow the community to get more personal with the theater.”
During the closure, Roanoke’s Grandin Theatre has still seen donations come in, and selling passes that can be used later. Executive Director Ian Fortier says his staff has found ways to remain busy while the Grandin is dark.
“Whether it’s digital projects, or brick and mortar projects that we want to be working on, taking advantage of the opportunity of operations being down to work on secondary and tertiary projects that we have not been able to get to for a little while," he said. "So everyone is pretty adamant that they are working on other stuff right now."
The Lyric Theatre in Blacksburg is also planning some fundraising, and taking advantage of the fact that it's also a performance venue. Susan Mattingly is the executive director.
“Our storyteller has come in and done some live story time streaming from the theater," she said. "And we’re working with some local musicians to open up the auditorium, we have the sound system set up for them.”
Mattingly says these events are streamed for free.
All three of theaters are looking to stream some independent films, in a platform that brings some proceeds back to them.
None of the operators say they’ve had to let go of any staff, saying employees either have other projects to work on inside the building, or have other jobs to lean back on.
