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Starts Wednesday: A Year in the Life of a Movie Palace
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School of Hard Knocks

3/8/2016

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PictureScene from "Raging Bull" featuring Robert De Niro.
 Failure is Hot! At Failcon conferences all over the world, young entrepreneurs who have fallen on their faces and are ashamed — or haven’t failed yet and are afraid — trade stories and listen to featured speakers who’ve fallen off the tightrope and used that experience to get back on the wire. TED talks feature failure as a goad and inspiration, and sites like Medium invite members to blog about their career disasters.  If only this support network had existed when I threw in my lot with a gang of young movie exhibition enthusiasts in 1976 at the St. George Theatre, a 2672-seat movie palace that it took us not quite a year to bomb out running. 

I addressed this topic in an earlier blog post, before I knew about Failcon, or that failure is literally the new success, at least if you “fail upward,” which means letting your failure propel you into a great new venture. In 1976 and the early months of 1977, in our unheated movie palace, which was slowly driving us into mammoth debt, “failing upward” would have seemed like a cruel joke. Even now, forty years later, I’m not sure how I feel about the upward part, but I DID learn a lot in that theater year, that has helped me run or help to run various businesses which have succeeded in paying us a salary. Here’s a glimpse of failure before there were conferences about it, with a few comments on the new cult of falling flat on your face. If you’ve been a follower of this blog for a while, you may recognize the next few paragraphs (from Young Start-Up Entrepreneurs, 8/28/14): 
 
There were no tech start-ups in 1976 — there was hardly any tech to speak of. The most sophisticated thing I had ever heard of was Pong, a slightly monotonous video game, the grandaddy of all such games. It was in black-and-white and consisted of a “ball” bouncing back and forth between two “paddles” — we played it endlessly in the lobby of the the movie palace we were going broke running.
 
What else were we going to do?  A deep recession in the aftermath of the Vietnam War had rendered jobs beyond minimum wage ($2.75 an hour) a rarity. In 1975, New York City itself — yes, the city! — had barely avoided bankruptcy, rescued at the last minute by its teachers’ union, which cashed in a pension fund.
 
At twenty-seven, I knew two people who had respectable jobs:  one was a piano tuner, and the other delivered mail. I took the USPS civil service exam myself, hoping to walk the streets cheerfully with a bag slung over my shoulder. I scored 70 — F was 69.  I’d graduated from Hunter College, Summa Cum Laude, but my memory for random lists of names was hardly impressive. I clung for a while to the part-time job that had gotten me through Hunter, teaching children’s after-school art classes, but soon enough it dried up. My husband, at twenty-nine, was already living on the dregs of what had been a brilliant early career in show-biz. Friends, also “creatively unemployed,” were sharing our big old rented house on a hill overlooking New York Harbor in Staten Island.

Down the street a magnificent movie palace had just gone dark for the first time in its long career. What to do but rent it?

 
If only, before renting the theater, I’d known a few things about movie distributors (Warner, UA and their brethren) who took whatever percentage they wanted of our box office sales and could change the terms of a contract retroactively (“The Exorcist, Triple X” ). If only I’d had a clue what “overhead” is; you can’t expect to make money if your operating expenses are too high — marquee bulbs and carbons for the projectors and carting services and rent, to name a few lead weights. And just because you know something about a business (my husband had a showbiz resume) doesn’t mean that prior experience translates into profit.

Failcon and Medium feature various people who failed for various reasons:  a lawyer who went to prison for his failures, a chef who washed out as a marketing consultant to other chefs and restaurant owners. So far nobody has come forward and confessed going bankrupt after trying to run a movie palace, but I’m waiting!

The aforementioned lawyer says he cried the day he entered prison. I cried the afternoon we were forced out of the theater. I didn’t eat popcorn for a long time: it was for me the taste of failure, a bitter taste, not bitter anymore.
 


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    Victoria Hallerman

    Author

    Victoria Hallerman is a poet and writer, the author of the upcoming memoir, Starts Wednesday: A Day in the Life of a Movie Palace, based on her experience as a movie palace manager of the St. George Theatre, Staten Island, 1976. As she prepares her book manuscript for publication, she shares early aspects of theater management, including the pleasures and pain of entrepreneurship. This blog is for anyone who enjoys old movie theaters, especially for those who love the palaces as they once were. And a salute to those passionate activists who continue to save and revive the old houses, including the St. George Theatre itself. This blog is updated every Wednesday, the day film always arrived to start the movie theater week.

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