Nickelodean Theatre ready to begin Moving up Main

Moving up Main, the capital campaign for the new Nickelodeon Theatre, was launched the week of July 21. Following an extensive feasibility study, the board of the Columbia Film Society is working with Bobbi Wheless of Greenville, S.C.'s The Wheless Group to direct the campaign. With a goal of $4.8 million, the campaign will fund the full renovation of the former Fox Theater at 1607 Main Street, transforming it into the new home of the Nickelodeon Theatre.

The new facility will signal a dramatic transformation for the Nickelodeon both in size and scope. The non- profit theater will be adding a second screen, tripling its seating capacity, adding a significantly larger lobby, and expanding its concessions offerings.

The renovated space will also house Columbia's first Media Education Center, a new venture being undertaken by the Nickelodeon which will offer classes in media production and literacy to students and adults from across the Midlands.

Larry Hembree, executive director of the Nickelodeon, says, "The new facility will mean that we can bring even more fine films and festivals to the area, and, equally importantly, we'll serve as another prominent cultural anchor on Columbia's revitalized Main Street.

"With a grand marquee, greater rental opportunities, and of course, nightly screenings of films rarely seen outside of much larger metropolitan areas, our new theater will insure that the new Main Street no longer shuts down at the end of the business day."

Beginning this past January, the Nickelodeon has worked closely with the Wheless Group, putting together a campaign leadership team of over 45 people, designing and printing promotional materials, and securing $400,000 in start- up funds for the campaign.

With the training of the

Moving up M ain fundraising team wrapping up earlier, the official "quiet phase" of the fundraising kicked off at the end of July. In this phase, the campaign focuses exclusively on major donors, working toward raising a sizable portion of the campaign goal before reaching out to the general public.

"Sometimes it's been frustrating waiting to get everything in place," says Hembree, "but we want to make sure this campaign succeeds. I'm ready to move in there today, but we needed to make sure we've got all of our ducks in a row first. Its tough, though, because we are so incredibly excited."

His excitement is shared by many in the community. The campaign leadership features many figures from Columbia's business and arts circles. Headed by Earl Ellis of Ellis Lawhorne and Sims, the committee also includes Sanders Tate of Watson Tate Savory Architects, Billy Way of Grubb and Ellis, Tom Prioreschi of Capital Places, Barbara Blau of DP Professionals, and many others.

So far, the campaign has received pledges and contributions of over $400,000 including major gifts from Edens and Avant, who secured the naming rights to the lobby bar, and an anonymous donor who will provide the funds for the new marquee. Additionally, the City of Columbia's Hospitality Tax Committee recently recommended the project receive $300,000.

In June of 2005, with the help of the City of Columbia and Lourie family, the Columbia Film Society acquired the theater. Opened in 1936 as the State Theatre, and later transformed into the Fox Theater, much of the building has sat unused for over 20 years. The former lobby of the theater is currently leased to Solid Gold Beauty Supply, who will be relocating in early 2009 to allow for renovations to begin.

Columbia's LPA Group has been hired to provide architectural services for the project. Chicago's Full Aperture Systems will consult and install the theater's new projection equipment that will feature the best in both contemporary and classical formats.

The Nickelodeon Theatre was founded in 1979 in Columbia. It is the state's only non- profit movie theater, showing independent, foreign, and documentary films. The theater currently has over 700 members.