As more Americans opt to watch new movies from home, independent theaters like Athens’ Ciné are working to keep the traditional cinema experience alive.
Roughly three-quarters of U.S. adults said they streamed a newly released movie at least once in the past year, according to a recent survey conducted by The Associated Press-NORC Center for Public Affairs Research.
In contrast, about two-thirds said they saw a new release in theaters, and only 16% reported doing so at least once a month.
Why It’s Newsworthy: Local, independent movie theatre Ciné is still adapting to the effects COVID-19 and the rise of streaming services, leaning into community events and exhibits.“We’re told we’re doing maybe half the business we did before 2020,” said Barry Strickland, a projectionist at Ciné who has worked there for seven years.
However, Ciné isn’t trying to outpace streaming platforms.
Instead, the theater, which operates as a nonprofit, has leaned into its role as a community arts center to bring in business. In addition to showing independent and foreign films, Ciné now hosts regular live music events, rotating art exhibits and post-screening discussions.
“We try to support local artists, musicians, writers — local creative types,” Strickland said. “In the past couple of years, we’ve become more of a music venue. There’s live music here almost every weekend.”
The theater is also considering new ways to attract student audiences, including potential membership levels aimed specifically at college students. Tickets at Ciné remain competitively priced, especially compared with larger theater chains.
According to EntTelligence, the average cost of a movie ticket in the U.S. is $13.17 — an increase from the $11.76 average in 2022. With the price of a ticket becoming less appealing to lower-income Americans, Ciné’s ticket prices fall under the national average.
At a maximum of $11 (standard evening ticket) and a minimum of $5 (Member Tuesday ticket), they maintain an affordable price.
“I think our tickets are pretty reasonably priced compared to other mainstream theaters,” said Claire Methe, who has worked at the Ciné box office since December.
In 2023, Ciné pushed to maximize their output with the introduction of a third screen in The Lab, the theater’s multi-use space. Executive Director Pamela Kohn discussed with The Red & Black the potential for “…a more robust stream of income,” as a result.
At the end of the 2023 fiscal year, Ciné’s total revenue was higher than in 2022.
Additionally, in July 2025, the Athens Film Arts Institute (AFAI) successfully purchased the building that houses Ciné with the help of crowdfunding. This is part of Ciné’s goal to continue maintenance, improve facilities and expand opportunities for programming in the future.
Mia Tanner is a third-year student majoring in journalism in the Grady College of Journalism and Mass Communication at the University of Georgia.
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