A view of the concessions area at the New Parkway Theater on 24th Street in Oakland. The movie venue and community space is known for its comfortable couches and diner-style comfort food.
Scott Strazzante/The Chronicle
The New Parkway Theater on 24th Street in Oakland has been open since 2012.
Scott Strazzante/The Chronicle
Just months after launching a fundraising campaign to “rebuild a sturdy foundation,” the New Parkway Theater is looking to expand.
The Oakland movie venue and community space, located at 474 24th St. and known for its comfortable couches and diner-style comfort food, said in a Facebook post that it is seeking help finding a suitable second location.
The theater’s Kickstarter campaign and the desire to expand seem incongruous, but general manager J. Moses Caesar told the Chronicle on Tuesday, March 24, the day after posting on social media, that the two are linked because the changing landscape of the movie theater business demands growth.
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“We are still struggling,” Caesar said. “The business in Oakland is still losing some money and we certainly hope to turn that around. But our expansion (goal) is not because we are making money hand over fist. In the long run, having more locations will help us with distributors.
“If we have several locations, we will be taken more seriously by some of the studios. We will get films earlier and get better films and that’s a huge key to success.”
The New Parkway Theater on 24th Street in Oakland is planning to expand and asking for help in finding a suitable second location.
Scott Strazzante/The Chronicle
Caesar noted that when he opened the current iteration of the New Parkway in December 2012 that the theatrical window — the time between when a movie first opens in theaters and when it is available to stream at home — has shrunk dramatically. Films now can begin on streaming around a month after their theatrical debut — and some even debut online the same day as theatrical.
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In the previous decade, the venue not only was able to enjoy a long first run with popular titles, but a robust second-run based on word of mouth. That has become increasingly difficult, especially since the pandemic.
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Caesar highlighted last weekend’s success with “Project Hail Mary” as an example of how a popular film can drive business. When more people come to the New Parkway, success is not measured in just ticket sales but also in food and alcohol sales.
“Obviously people are excited to see it, but (moviegoers) are also learning about the New Parkway and saying, ‘Wow, we didn’t know this existed, this is a great place to see films.’ So it helps from a marketing standpoint.”
The Kickstarter campaign — which raised $138,291 from 995 donations, surpassing its $100,000 goal — was intended to shore up finances and fund upgrades, which included making ADA-related building and seating improvements and adding back-up power sources so the theater can run even during PG&E blackouts, “which seems to be happening more often,” the theater says on the Kickstarter page.
It also is intended to help rebuild financial reserves “so that we can thrive for years to come.”
Part of that plan for success includes a second location, which ideally would be leased. A detailed list of specifications posted on Facebook includes a space of 15,000 to 18,000 square feet, e, enough to fit three or four screens, a cafe with kitchen, and common areas for a community space; be located “in what is at least perceived as a reasonably safe area,” close to parking, public transportation and hopefully in a walkable neighborhood.
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Caesar said he is open to any Bay Area location, from Marin County — which has lost a host of theaters since the pandemic — to San Jose. However, he noted that the city next door, Berkeley, has an immediate need. Since the closing of the Shattuck and UA theaters, there is no downtown movie theater. Only the Rialto Cinemas Elmwood remains.
“I think there are lots of places where this business could do quite well,” Caesar said. “Even if there is another theater nearby, it’s not going to be a New Parkway-style theater. We offer a different kind of experience for folks than an AMC or a Regal, a very different moviegoing experience and a community space experience.”