Monarch’s ledger sheet reflects growing popularity for theatre
By Collin Gallant on May 24, 2018.
cgallant@medicinehatnews.com @CollinGallant After years of wrangling over the budget of the Monarch Theatre, this past year’s figures show a small profit, with higher revenue outpacing expenses that also increased in a good way. Leading the way is more popcorn purchased for resale and paying higher movie licensing fees that are based on attendance. “It means more people are coming to the movies,” said Robin Anton, the executive director of the City Centre Development Agency, which owns the theatre and last year blended operations in to Anton’s job description. “Concessions are hard to ‘guess-timate’ but everything is on track and it’s pretty early (in 2018), but judging from the first quarter, we’ll continue to be on track and hopefully make a little money last year.” The theatre cleared about $5,000 profit on operations after years of lingering doubts about the viability of the renovated theatre that was purchased in the late 2000s. The difference is partly due to wage restructuring and mostly due to success catering to audiences’ desires for critically acclaimed films that have limited showings at Medicine Hat’s major theatre. That includes an eye to bring in Oscar nominated films such as “The Shape of Water,” “Three Billboards Outside Ebbing, Missouri” and “Phantom Thread” for second showings if possible after awards season. It’s a niche market, Anton admits, but it’s striking a chord with a viable audience. The theatre has also kept prices the same for several years, which, said Anton, is making going to a movie downtown an increasingly good bargain. “The popcorn is the same, but the price everywhere else is going up,” said Anton. “For $12 on a Sunday and Wednesday you can come down to see a movie and get a pop and a popcorn. We don’t have as many options, but the movies we’ve been getting have been popular with our crowd.” For several years, city officials and city councillors questioned the theatre’s annual budget that was presented in November, showing apparent huge gaps between actual figures and budget estimates. Due to the lateness in the financial year, they only reflected three-quarters of operations from any given year. On Wednesday, the city’s development and infrastructure committee received the year-end documents. The 12-month figures show ticket sales beat budget expectations, coming in at $66,400 (about $12,000, or 23 per cent, more than 2016). Concessions sales rose by one third and theatre rental income more than doubled. Wage expenses rose, but were under budget, maintenance was lower, but so too were donations. 17
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