Metrograph: Doing It Right

The unassuming Metrograph

On the lower East Side of Manhattan is the Metrograph - an independent cinema that has created a special niche to fill the ever demanding entertainment needs of its patrons.

Screening all types of films, from archival prints (in 35mm) to first-run Hollywood fare, to independent and documentary films, to film-noir specials, the two-screen Metrograph mixes movies, with a cafe, bookstore, candy shop, and lounge to cater to a wide spectrum of audiences.

Event films and film series also play a big part in the film-menu, complemented by a cafe, The Commissary. Comprised of a sit-down cafe, bar, and private dining area the cafe currently serves brunch, dinner, and late-night fare.

Metrograph's self-serve movie concession

Complementing the cafe is The Bookstore, a place where the screen meets the page.  Its book collection is centered around the 'motion-picture' - from first-edition biographies to the latest issues of entertainment magazines. Next to the bookstore is The Candy Shop.

In the relentless battle against home-viewing and other entertainment distractions, movie theaters must work tirelessly to keep old and generate new patrons.  This is particularly important to the independent cinema operator.

Currently, a cinema has to be more than just a venue that screens new Hollywood films. It has to draw in those that really value viewing a movie as it should be viewed - with great image and sound. In addition, a cinema must also vary its programming to include a variety of old, new, and classic films.

The Commissary Cafe

Consumers have two choices when viewing a movie: stay at home or go to the cinema.  The cinema experience can't be replicated at home but that experience must be top-notch. The cinema must be comfortable - a place where you can spend an afternoon or evening.  A place where all of the bits and pieces that make for a very enjoyable time are put together.  The trick is to make the pieces separate, keeping, for example, the cinema concession stand separate from the cafe and not offering an extensive menu of "finger foods" for cinema viewing - this trend is now passe.  Each experience should be kept separate and not dilute the various experiences being offered. Patrons may just want to have a drink or coffee with a sandwich and not attend a movie. They may just want to browse the bookshop and peruse a magazine. Or view a movie and have a meal afterwards.


The various areas do not need a lot of space but they must serve-up top-quality and comfort. What happens is that the various activities will feed each other - serving patrons in several different ways. Not every cinema has the capacity or space to run as the Metrograph but scaled-down versions can be accomplished by any cinema.

The Metrograph is a huge success because it has the right formula for success. It's clean, simple, un-cluttered, relaxed, and friendly - a place to be entertained in comfort - a cinema-plus.

Jim