NEW LIFE AT THE HOWARD THEATRE Beloved cinema back in business with second-run movies; more events planned
TAYLOR — With its neon sign looming over the 300 block of North Main Street, the Howard Theatre has weathered wars, droughts and the Great Winter Storm of 2021.
Drawing on community and family support to bring it back to life, the venerable cinema after major funding drives and hard work by organizers opened after a closure of a few years for limited showings in the spring.
Everyone who has been in town for any length of time has a story about the Howard. It might be attending a kids’ birthday party with cartoons flickering on the big screen or a nervous first date decades ago.
The venue has always welcomed neighbors for family-friendly entertainment downtown.
“We dressed up for superhero movies and ‘Star Wars’ premieres. Being able to do such a nostalgic thing with my son meant the world to me. We have cried together in that theater, laughed and grown up there through the years,” said Dennis Levitin, a movie enthusiast and cartoon artist, including inking strips for the Taylor Press.
THEOLDHOWARD,THERITAAND THENEWHOWARD:AHISTORY
According to Cinema Treasures, an online website documenting theaters across the U.S for 25 years, the original Howard Theater was located on the west side of Main Street, now Taylor Sporting Goods.
Opened in 1924 by Howard Bland, it showed first-run movies.
Bland debuted another theater on the east side of Main Street in 1940 to show B-run movies, naming it The Rita. In the 1950s, Bland closed the Old Howard and rebranded the Rita, adding the Art Deco neon sign announcing the new Howard Theatre.
In the 1970s, the theater went from one to two screens by adding a stage and a wall at the end of the balcony, creating a smaller upstairs theater and a larger downstairs theater. It was a staple for movie-watching residents for decades.
In 2020, the Howard shuttered during the pandemic. When it did reopen, two small pipes burst, flooding the new seats and the carpet.
Shortly after, the former owners wanted out.
With more passion for preserving the space than funds, Taylor entrepreneur Channing Kingery-Boles took over ownership in 2023. With a newly formed nonprofit board, Kingery-Boles spearheaded the effort to reopen the theater, assisted by donations and volunteers.
NOWSHOWING
Earlier this spring, the Howard Theatre began showing second-run movies on Fridays, Saturdays and Sundays. Starting Friday nights with a 7 p.m. movie, followed by dual movie times on Saturdays and Sundays with a matinee and evening showing, the screen comes to life with classics and fan favorites.
The theater is currently operating the main downstairs chamber, outfitted with 97 widely spaced seats, including four seats accessible to the mobility challenged. The space between the rows is generous, with some close to 4 feet apart.
With its budget-friendly pricing, a second-run movie is $5 per person for a matinee and $8 per person for an evening showing. The concessions are also a bargain, with a large bag of popcorn running $4 and a soda for just two bucks.
Some of the recent second runs have included “Back to the Future,” “Grease,” “E.T. the Extra-terrestrial” and “Top Gun.”
WHATARESECOND-RUNMOVIES?
Soon after purchasing the Howard, Kingery-Boles learned about the movie business, like how films are distributed and the types of theaters. With one screen in a historic property, the way forward became clear.
According to Kingery-Boles, the first-run theater model didn’t work for the Taylor cinema, where the distribution company takes a high percentage of the box-office sales, especially since the Howard has one screen and would have to run the same movie for a month.
However, with a second-run movie, theater owners pay a licensing fee to show the film, which is more economical, she explained. As in most theaters, the concession stand is an important income stream, as are special events.
In addition to second-run movies, the Howard plans to offer free screenings of public domain movies over the summer. These classic films are over 100 years old and are no longer protected by trademark, copyright or a patent.
COMINGSOON:FILMFESTIVALS
According to Kingery-Boles, the Howard Theatre will host the She Speaks Film Festival on Sept. 18 and Sept. 19 to celebrate “bold, inspiring stories” created by women.
“When we came and toured then met all the different women who basically keep the downtown commerce of Taylor running, it was just kind of a no-brainer being a female-centered festival,” said Sarah Joy Byington, local filmmaker and sponsor manager for the She Speaks Film Festival.
CINEPHILESSTRESSWHYCINEMAS AREIMPORTANT
According to four-time Oscar-winning director Sean Baker, “Watching a film in a theater with an audience is an experience. We can laugh together, cry together, scream in fright together, perhaps sit in devastated silence together. And in a time in which the world can feel very divided, this is more important than ever. It’s a communal experience you simply don’t get at home.”
Kingery-Boles echoed the sentiment. “We are building a sense of community and want people to have fun,” she said.
HOLDANEVENTATTHEHOWARD
As a community cinema, the Howard Theatre will continue to host events, private showings and benefits including corporate gatherings, like team building, to fundraisers and private movie nights.
The theater also airs bring-your-own DVDs and Blue-ray videos.
According to Kingery-Boles, a couple’s movie night from Monday to Thursday costs $99, and parties for up to 10 people are $150.
For larger events, the charge can range from $250 to $499 and above.
GETYOURTICKETS
According to Kingery-Boles, theater staff aim to announce movies three weeks in advance via the theater’s website, https:// www.howardtheatre.com/ or Facebook at https://www.facebook.com/p/The-Howard-Theatre-100063459013477/.
Tickets are available online or at the box office at 306 Main St., and the theater accepts cards and cash.
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