Columbia’s Nickelodeon Theater Struggles to Maintain Indie Film Focus Amid Mainstream Shift

Columbia’s Nickelodeon Theater Faces Shifting Film Landscape

Columbia, South Carolina is home to the beloved Nickelodeon Theater, a unique spot where movie lovers gather to enjoy independent films and creative cinema. However, the well-worn path to viewing indie gems has become a little more complicated in recent times. The theater, often affectionately called “The Nick,” is navigating a changing film landscape that’s seen a shift towards mainstream and blockbuster films.

Challenging Times for Indie Films

If you’ve ever stepped foot into The Nick, you might remember the days when indie films were a staple on their screens. Those days are being replaced with more recognizable names. Recent hits like “Joker: Folie à Deux”, “Barbie”, and even old favorites have been crowding the schedule, leaving little room for the fresh indie titles audiences once loved to support.

Executive Director Sumner Bender shared that securing indie films is becoming increasingly challenging. “The landscape of how films get distributed has changed dramatically,” Bender noted. “Companies are opting to release fewer films in theaters, sending many directly to streaming services.” This shift not only impacts the selection available for viewers but also the very survival of independent theatres like The Nick.

Welcome to the Megaplex

The Nick once specialized in movies from smaller studios, films that typically dive deeper emotionally and stylistically than their big-budget counterparts. As names like Neon – an indie darling responsible for hits like the romantic dramedy Anora – rise, they still struggle to get their films onto screens in Columbia. Instead, movies typically known for their artistic prowess are now competing with a slew of blockbusters that demand larger audiences.

“We’ve noticed that that indie-heavy schedule has shifted,” Bender remarked. “Right now, with fewer options available, we need to make sure we can keep people coming through the door.” She shared that recent spikes in ticket sales for mainstream films are crucial for keeping the theater afloat.

A Balancing Act

There’s a balancing act happening at The Nick as they juggle the need for larger audience draw while continuing to support local filmmakers. Bender explained that they recently experienced a surge in patrons due to “Barbenheimer,” the simultaneous release of “Barbie” and “Oppenheimer”. “It showed us that there are folks out there who want to come downtown,” she said. “We realized that we can still keep the love for smaller films alive while also getting more people into our theater.”

Bender emphasized the importance of supporting mainstream films, stating that “if we can bring 1,000 people to see a film, that’s still a win for us.” With ticket prices at a sweet $10 for matinees and $12 for evening shows, the theater is doing what it can to keep doors open.

Concern in the Community

However, not everyone in the local film community is thrilled about this pivot. Some feel that the surge of mainstream films is squeezing out the indie films that The Nick was initially known for. Filmmaker Christopher Bickel recently faced frustration trying to schedule the premiere of his film, Pater Noster and the Mission of Light, at The Nick, only to be told they couldn’t accommodate him without six months’ notice.

With love for community cinema, Bickel was disappointed his film had to premiere elsewhere, sharing that organizations like the Independent Picture House were more flexible with scheduling. “It’s vital to showcase our work locally,” he stressed, mentioning the support he received in Charlotte.

Bridging Gaps in Communication

Some community members echoed Bickel’s sentiments, pointing out that The Nick needs to improve communication regarding booking policies. Andrew Gajadhar from the Carolina Film Network encouraged The Nick to be clearer about their scheduling requirements so local filmmakers can plan effectively. “It’s essential for filmmakers to know what they need to do when aiming for a screening,” he noted.

The Nick has a robust schedule of community events lined up, but many feel there is still room to improve open dialogues with filmmakers. Bender, who took over leadership in June 2022, indicated a desire to foster better relationships moving forward. “We want to highlight local talent just as much as show larger films,” she assured.

A Bright Future?

Despite its challenges, The Nick is committed to making films accessible and engaging for audiences of all kinds. The theater has plans to reintegrate community programming and looks forward to reaching out to local filmmakers actively. With all the noise from blockbusters and concerns about indie screen time, one thing stands out: The love for all cinema is still at the heart of The Nick.

Whether you’re a long-time patron or someone discovering The Nick for the first time, it’s worth keeping an eye on their evolving lineup, as they navigate these tricky waters while celebrating film in all its forms!