Judge did acknowledge occasional variations in viewership from month to month, but attributed them to a single factor: “The only fluctuations are when they make terrible movies.” Denise E. Kasell, who once served as the executive director of the Hamptons International Film Festival and is now executive director of the Coolidge, also chalked up attendance dips to the popularity of the films being shown. “We rely on the film industry,” Kasell says.

EVERYBODY’S BUSINESS

It doesn’t seem that any of these local independents will truly be in jeopardy anytime soon. But in the age of AMC and Netflix (not to mention TiVo, Tivli, Hulu, and HBO Go), how are these tiny theaters continuing to thrive? By each theater’s estimation, the explanation lies in a simple truth: they offer patrons something that other mediums just don’t.

The Coolidge’s mission, as described by Kasell, is “to show the best films that we can find, to make them available to our community, to give [our patrons] comfortable seats, and to not bombard them with commercials.” In fact, films at the Coolidge are not prefaced by a single advertisement, but only by short films or trailers. Gravely cited personally and intimately designed programs as well as the large number of visiting directors who accompany their films to the Archive as lending the HFA a unique appeal.

Judge spoke of superior presentation, showmanship, and being “tough on cell phones.” He describes the Somerville as a venue which defines itself by breaking the multiplex mold. “[It’s] a down-to-earth, fun, kind of funky place,” he says.

That focus on individuality is partially made possible by independent theaters’ approach towards profit. “A national chain…really [has] to program based on how much money they think a movie’s going to make. At the Brattle, while making money is definitely something that people are concerned about, it’s not the be-all-end-all reason for playing a movie,” Hinkle says. “You really want to play a movie you feel passionate about.”

For Hinkle, that passion paired with focused, friendly customer service is key. “When your customer service policy is dictated by a corporate structure…inevitably, it feels corporate. At an independent theater, you have a more personable interaction with the people who work here,” he says. “You can come over here and talk to the person who chooses the movies, whereas at an AMC you would never be given access to that person.”