Columbia’s Nickelodeon Theater Faces New Challenges in a Changing Film Landscape
Columbia, South Carolina, has seen many changes in its vibrant arts scene over the years, but none as significant as those encountered by the Nickelodeon Theater in recent times. Once a cozy refuge for indie film lovers, the theater now finds itself adapting to a film industry transformed by streaming services and shifting audience preferences.
The Shift in Programming
Traditionally known for showcasing films from independent studios that often explore deeper emotional themes, the Nick has had to pivot in recent years. Executive Director Sumner Bender acknowledges that the landscape has changed dramatically, particularly with how films are distributed. “They are fighting against the companies sending directly to streaming,” she explains. What was once a steady stream of indie films has now transformed into a schedule filled with big-budget blockbusters like “Joker: Folie à Deux” and “Dune: Part Two”.
Interestingly, the theater’s broadening of its programming has resulted in positive effects for ticket sales. Bender reports that last year’s dual release of “Barbie” and “Oppenheimer” significantly increased foot traffic to the theater, an unforeseen benefit that not only filled seats but also introduced new audiences to what the Nick has to offer.
The Importance of Community
As audiences flocked to the theater for these mainstream hits, it brought up discussions about the Nick’s commitment to showcasing independent filmmakers. There have been growing concerns within the local film community regarding whether this shift towards mainstream films will push out indie productions and local talent.
A recent incident highlighted this tension when local filmmaker Christopher Bickel struggled to schedule the premiere of his new film, “Pater Noster and the Mission of Light”, at the Nick. Despite the affection and dedication Bickel holds for his home city, he felt that the theater’s scheduling policies were unaccommodating. “It’s really difficult to ask these people to drive an hour and a half away for a screening,” he said. Bickel eventually had to premiere his film in Charlotte instead of where it belonged—right in the heart of Columbia.
Finding Stability in a Non-Profit Model
In rough economic times, especially after the pandemic, the theater’s bottom line remains important. During the last fiscal year, the Nick reported about $413,000 in ticket sales alone. However, even with successful mainstream screenings, the theater’s non-profit status means they still rely heavily on community contributions. According to reports, they secured over $324,000 from individual contributions and $178,000 from grants to bolster their finances.
While some may fear that showing too many mainstream films pressures indie films onto the sidelines, Bender argues that the Nick is still dedicated to its roots. “If we show a movie that 100 people come to see, and then we show a movie that 1,000 people come to see, why is the 1,000-people movie bad?” she questions. Her commitment to community and the theater’s iconic status are evident in her belief that enhancing the audience experience can be mutually beneficial for the Nick and local filmmakers.
A Path Forward
Moving forward, the Nick hopes to improve communication with local filmmakers about how to collaborate more effectively. There’s a consensus that the theater must work harder to reach out rather than wait for local filmmakers to approach them. “We want to bring your work in here,” Bender stated, hinting at a revitalization of partnerships that could foster a vibrant local cinema landscape.
Despite the challenges, it’s clear that Columbia’s Nickelodeon Theater is navigating a complex terrain with a heart full of hope. The theater not only symbolizes a space for indie films but also a beacon for community engagement and support as it aims to satisfy diverse cinematic desires. As it continues to evolve, both the theater and local filmmakers will strive to find balance between popular appeal and the unique art that makes Columbia a hub of creativity and culture.
