After a series of failed operations, attendance at the Market Arcade Film and Arts Centre is growing, proving that even through the cold winter months in downtown Buffalo people are willing to bear the elements to see a good film.
Managed by Dipson Theatres and owned by the city of Buffalo, the once-troubled theater complex has found its groove, attracting a growing audience by screening a combination of independent and commercial films and hosting a number of film series and festivals.
UB English professors Bruce Jackson and Diane Christian are responsible for Market Arcade's pioneer film series, the Buffalo Film Seminars.
Jackson, who is also a member of the MAFAC Inc. board of directors, and Christian were asked by Mike McCarthy, a Buffalo city lawyer, if they would be interested in teaching a college class at the complex and opening the course to local residents, as well as university students.
"We love getting the students downtown to see the city, and the mixture of students, film enthusiasts and other local residents attending the films makes for great conversation and discussions afterwards," said Jackson.
Rather than limit the theater's screenings to strictly independent and art films or strictly commercial and mainstream films, Dipson set out to combine a variety of film categories under one roof.
"We pick and choose films that cater to an adult audience, and we try to offer a mix of the best available, which includes art, independent and commercial films," said Michael Clement, president of Dipson Theatres. "We wanted to find a happy medium, and I think we've done that."
The venue has not always seen the success it enjoys today. General Cinemas, which ran Market Arcade since its opening in 1987, pulled out of the theater in 1998, citing poor attendance as the main reason for leaving the Buffalo location.
A New York-based company, Reading Entertainment, re-opened the theater as the Angelika Film Center and Caf?(c) in July 1999, but experienced similar problems and shut down after only 11 months of operation.
According to Jackson, the challenge for both operations was getting suburban residents, who have large commercial theaters like Regal Cinemas nearby, to come downtown regularly to see films.
"There was a stigma surrounding the downtown location," said Clement. The idea that the city was unsafe and parking was difficult kept many outside residents from traveling downtown.
After the Angelika closed, the city of Buffalo formed the Market Arcade Film and Arts Centre Inc., a not-for-profit corporation, to take over the complex.
The mayor appointed the 13-member board of directors, chosen because of their involvement in the City Arts Council, Buffalo Place, local theaters and other film and art-related organizations.
MAFAC Inc. then asked Dipson Theatres, a local entertainment company, to step up to the challenge and manage the film center. Dipson was known for its North Park, Amherst and Eastern Hills theaters and its ongoing commitment to independent films.
Since the theater reopened as the MAFAC and Dipson gained control over operations, attendance is up and an increasing number of special events are gaining a loyal audience. The theater has also worked to attract outside residents to the city.
"[Dipson] made a deal with M&T Banking Inc that is beneficial on both sides. They have a secure, well-lit parking lot adjacent to the theater," said Clement. "People can park there, pay the attendant $2, and we deduct that $2 from their ticket price at the box office."
The Buffalo Film Seminars, listed as Contemporary Cinema 441 and 442 in the UB course schedule, began in the spring 2000 semester. The title is somewhat of a misnomer, according to Christian, because the bulk of the films are not recent releases.
Jackson and Christian introduce each film, screen it, and hold an open discussion afterward with students and anyone else who wants to join in.
"It would cost a fortune to screen these films in the Center for the Arts. Here we can screen them not just for a student audience, but for residents as well," said Jackson. "The Market Arcade is the only film theater in Buffalo where art groups, schools and commercial groups that want to have serious screenings and film festivals can do it."
The seminars, which feature 14 films each semester, draw about 200 people each week in addition to the class members.
"There is no comparison between watching a film on television and seeing it in a theater setting. You get the complete experience and you're so much more engaged," said Lisa Falzone, a junior media studies major. "To have the opportunity to see these films that were released as early as the '30s on a big screen is such a privilege."
UB's involvement with the MAFAC not only benefits the theater and the downtown area, but also strengthens the ties between the university and the city.
"One of UB's problems is that when it moved to the Amherst campus, it lost touch with the city. I used to be able to tell my students to go downtown to see this or that, but that is much harder now because most of the dorms and classes are on the North Campus," said Jackson.
The success of the seminars has also proved that suburban residents can be drawn to downtown Buffalo for art events, and has paved the way for a number of other film festivals and series to follow.
The Sunday Classics, a series hosted by Mondo Video owner Michael Faust; the International Women's Film Festival, which is currently running on Thursday nights; the Pride Film Festival, screening movies related to gay and lesbian awareness; and the Guitar Film Festival have all found a home in the MAFAC.
The complex has also become more involved with the Buffalo Theatre District, including last year's Curtain Up event, when a live performance of "Diva Diva" was held inside the MAFAC.
"There's something here for everyone, and the fact that it's located in heart of the Theatre District gives it character," said Amy Carnevale, a senior political science major.
