BUSINESS: Town Hall Theatre in Wilton offers a night at the movies that won’t break the bank

Dennis Markaverich outside Wilton Town Hall Theatre.

Dennis Markaverich outside Wilton Town Hall Theatre. STAFF PHOTO BY DAVID ALLEN

Dennis Markaverich in front of the large screen’s curtain at Wilton Town Hall Theatre.

Dennis Markaverich in front of the large screen’s curtain at Wilton Town Hall Theatre. STAFF PHOTO BY DAVID ALLEN

Dennis Markaverich at the entrance of Wilton Town Hall Theatre.

Dennis Markaverich at the entrance of Wilton Town Hall Theatre. STAFF PHOTO BY DAVID ALLEN

Concession prices at Wilton Town Hall Theatre.

Concession prices at Wilton Town Hall Theatre. —STAFF PHOTO BY DAVID ALLEN

Dennis Markaverich at the projector at Wilton Town Hall Theatre.

Dennis Markaverich at the projector at Wilton Town Hall Theatre. —STAFF PHOTO BY DAVID ALLEN

By DAVID ALLEN

Monadnock Ledger-Transcript

Published: 10-07-2024 12:02 PM

When films began appearing on the screen at Town Hall Theatre in Wilton, the cost in the to see a silent movie -- the only kind made at the time -- ranged between five and seven cents.

Now, 112 years later, it is actually less expensive to watch a film at the Main Street location than it was the year the Titanic sank. The venue does not charge admission for either of its two screens, although concessions do come at a price – a small popcorn is $2.

The theater, which opened in 1885 with vaudeville acts, offers several films each weekend and Wednesday evenings. A donation jar on a table by an inner door collects whatever patrons choose to put in it, and many patrons do insert bills as they arrive or after a film.

At the projectors and the concession stand, Dennis Markaverich operates an enterprise in a field he ha been part of since his teenage years in the 1960s.

“I started working as a projectionist in high school,” he said. “Eventually I worked at the State and Daniel Webster theaters in Nashua, and various art house theaters around New Hampshire.”

The relationships that he built over the years has helped him to provide films as he currently does in Wilton. 

“I had a lot of contact with studios for years from booking films at other theaters,” he said. “I know who to ask for when I’m in touch with them now.”

Warner Brothers and 20th Century Studios are two Hollywood studios he contacts regularly. Markaverich does not book the first-run films that have been released by Hollywood in recent weeks or months, but older films, many of them classics in the minds of movie buffs.

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These choices are key to Markaverich’s policy of not charging for tickets. He also screens films that are now in the public domain and no longer protected by copyright, meaning they are available for use without any restriction. Some films made as late as the 1950s and 1960s fall into this category.  

“There are a lot of older movies that the streaming services aren’t interested in, so they will rent them out under a very reasonable arrangement to someone like me, because services like Netflix don’t want them,” he said. 

Traditionally, an arrangement between studios and theaters dictated how each made money.

“Studios will rent a film to a theater in exchange for 55% of the ticket receipts, requiring a minimum return of $500 from the theater for a rental,” Markaverich said.

For older films not in demand elsewhere, studios have become flexible with this percentage and arrangement, he said, adding that his history of working with them likely helps him acquire films at lower costs.

“I ask the studio “What’s available?” and then pick some titles based on what they tell me,” he said.

Markaverich often selects films with a theme in mind. As an example, on a recent weekend he offered 1964’s “Zorba the Greek,” “Never on Sunday” from 1960, which includes scenes in Athens; and the more-recent “My Big Fat Greek Wedding.”

In honor of Veterans Day and Memorial Day, he’ll work to acquire films that recall those who served in the military such as “Destination Tokyo” and “The Best Years of Our Lives,” which won seven Academy Awards, including Best Picture, in 1946. 

“The demographics of this region really support this effort,” Markaverich said, referring to a generation of moviegoers who recognize these titles.

He recalled one such screening when a World War II veteran, as evidenced by his hat, was in tears in a back row during a scene which he discussed with Markaverich once the lights came up.

“He had me in tears too,” Markaverich said.

Markaverich recalled an anecdote that inspires him to keep offering this fare.

“Years ago a woman came up to me after I showed the 1935 film ‘Top Hat,’ ” he said. “She said that she originally saw the film on her first date with her husband – in this theater.”

He is aware, however, that the generations that will offer donations to, or simply choose to see, older films will dwindle with time.

Concessions also help the theater not charge admission, as they offset film rental costs.

“We use real butter on our popcorn,” Markaverich said. “Its quality is such that one guy bought some, then turned to head out. He said that he was going to watch Netflix at home, but that he wanted our popcorn for it.” 

Another strategy that has supported this business model has been renting the theater out for private events.

“People want to watch their favorite films with friends, perhaps at a company event or a wedding shower,” he said.

This was crucial to weathering the lull in business during the pandemic. Markaverich said families would rent the theater for birthday parties, don masks and bring their own films with them. “Elf” was a commonly shown film during the holidays, and as people brought their own DVDs, he incurred no rental costs. 

Twelve years ago while rummaging in a space under his projection booth, Markaverich found a copy of “The Wishing Seat,” a 1912 silent short on blue tone nitrate film.

“I sent it to the Library of Congress who can hopefully restore it. I’d like to show it here if they can. That seems fitting,” he said.

In addition to his appreciation for films that he can share with people long after their first runs, Markaverich said he believes that the way he is running the theater is meeting a basic need.

“Everyone needs to go out once in a while. If I can provide some enjoyment with some popcorn, that’s a good thing,” he said.