More than 100 concerned residents descended on the Pelham Picture House last night, not to relax and watch a movie, but to listen to the institution’s chairman and executive director explain why the 105-year-old cinema has to change in order to remain financially viable.
Picture House leaders Joe Marty and Clay Bushong told attendees that the theater and its Bronxville sibling are currently making ends meet, but that without a significant upgrade–including more screening rooms, more parking and the creation of an education center–the future of the Picture House was in doubt. They also addressed the questions that have arisen over whether any renovation or partnership with a developer might result in the historic building itself being torn down.
“We’re stewards in this position of both of this building, this wonderful building, and of the film experience,” said Marty. “We’re dedicated to both of those. But the risk is that by keeping this building the way it is, with no changes, we risk not having a film experience at all in Pelham. And once it’s gone, it’s gone. There’s no getting it back, trust me.”
The 90-minute presentation took place as part of a larger drama unfolding in the Village of Pelham, where Mayor Chance Mullen and the Board of Trustees last week picked a developer to come up with ideas as to how to reconfigure the Picture House as part of an expansive, multi-use complex that would include three adjoining lots.
The fact that two of those lots are occupied by gas stations whose owners have no intention to sell has sparked a wave of criticism in town. The designation of a preferred developer also raised the specter that the village could use the power of eminent domain to force the gas station owners to sell, thrusting the Picture House into the center of the story.
In the course of last night’s open house, Marty and Bushong defended themselves from questions about their level of involvement in the trustees’ controversial action. Time and again they said they played only a passive role in the trustees’ plan for possible development of the block of gas stations surrounding the theater.
“We’re just telling you what we need to happen here,” said Bushong. “The village had a process that we weren’t involved with, that they looked in the background of all the developers…All we’re interested in is what gets us three theaters, parking and an education space. That was our main interest.”
The plan submitted to the Village by Patrick Normoyle’s PHP Partners envisioned the theater being moved to a different space on the block, fronted by an area dubbed Picture House Plaza.
Bushong said it was the board’s duty to listen to plans from developers. “If someone came up and said, ‘I’ll build you two new theaters, an education center, an administrative space and parking’…it would be irresponsible as stewards of the theater” not to listen, he said.
As for Normoyle’s proposal, “There’s no plan, just ideas. Nothing is set in stone. We gave [him] our wishlist and it was out of our hands.”
The storied history of the Picture House
The movie theater, one of Pelham’s most treasured assets, was rescued twice from demolition, the first time a century ago and more recently in 2002, when it was going be torn down and replaced with a bank. At that time residents banded together and raised close to $1 million to buy it and preserve the historic cinema. In 2010 it was added to the National Register of Historic Places.
Anticipating some concern from the Picture House’s supporters, Marty and Bushong convened last night’s open house and scheduled another one for early March, to explain the challenges facing the organization.
In a slide show on the big screen of the 300-seat theater, Bushong pointed out the long-lasting damage inflicted by Covid on movie-going habits, saying that film attendance nationwide is currently at 65 percent of the level of where it was before the pandemic.
He also said that major studios force theaters to run their big releases for a minimum of 2-4 weeks. In larger multiplex theaters, like Regal Cinemas in New Roc City, a big movie can open in the largest theater and as the audience dwindles, it can be moved to a smaller screen, but at the Picture House, big releases have to run in the main screening room, even if only a few people show up after a week or so.
Bushong and Marty pointed out that successful competitors, including the Jacob Burns Film Center and Mamaroneck Cinemas, offered multiple screens and can therefore offer multiple choices to filmgoers, including new releases.
Other challenges facing the Picture House include declining revenues from contributors and the lack of an education space. Not only do classes generate revenue, but people who take classes at film centers tend to become supporters, the men said.
Questions about the possible demolition of the 105-year old movie theater
Attendees also asked about the possibility that the Picture House building itself might be demolished as part of any new development.
“We’re open for anything,” said Bushong. “We’re not hiding anything. We’re open to anybody who’s going to come in and… make it sustainable for generations to come. One hundred years we’ve been here….If we, the board, Joe and I could make sure that film is here for another hundred years, that’s our only priority.”
Several questions involved the Picture House’s decision to take over the lease for the Bronxville theater in 2022, and whether or not the new partner was a drain on revenues.
Marty said the Bronxville cinema provided about two-thirds of the Picture House’s revenue and about two-thirds of its expenses in 2024 and 2025, resulting in a break-even status.
“Bronxville is doing okay,” he said. “They’re doing just like you’d expect. It’d be great if they were [earning] more, but they’re not bleeding.”
As for the Picture House’ finances, Marty said the cinema was in a solid position. “We have debt, but it’s manageable,” he said. “The mortgage is south of $700,000 at this point, we’ve never missed a beat. Our line of credit is…untouched. We’re not borrowing money.”
As for any possible deal with a developer, Marty and Bushong insisted that they would not move forward on any proposal that didn’t satisfy the needs of the Picture House, even if it meant going it alone and launching another capital campaign among its supporters.
“If we don’t get what we want out of this process, we’re not going to do it,” said Bushong.
