Film marks first premiere screening at PAC
Starting Nov. 21, the Highlands Performing Arts Center began showing Wicked: For Good, its first-ever premiere film. The movie has already become the theater’s second-highest grossing title, drawing about 190 people in its first four days.
The PAC secured the license for the film through its strong relationship with Universal Pictures and the movie’s connection to the center’s focus on performing arts. Typically, it must wait at least two weeks after a premiere before a desired movie can be shown.
“A lot of people have expressed kind of the sentiment I had, which was, I never thought we would be able to get a first release on release day,” said Marissa Hayes, the supporting manager and bookkeeper of the PAC. “People have just been very vocal and thankful.”
Hayes leads the decision-making process for selecting films and considers three key factors. She aims to acquire the newest releases possible and assesses the PAC’s audience along with the Martin Lipscomb Theater’s schedule.
“Since we’re a performing arts center, we do prioritize the performing arts, the live arts, and other things that we already have contracts with, like The Met, Great Art On Screen and National Theater, said Hayes. “Those things are scheduled a year in advance and can’t be changed.”
Although recent screenings such as Wicked: For Good have attracted younger audiences, the PAC’s audience typically ranges from 50 to 80 years old. Hayes aims to schedule films that resonate with this demographic.
“I really look for historical pieces and biopics also do really well,” said Hayes. “And then anything that’s a tearjerker usually plays pretty well.”
To secure film rights, Hayes works with Bryan Byrd, owner of Flat Rock Cinema, who has strong contacts in the film industry. Together, they determine a booking plan for desired films.
Hayes sends him a spreadsheet outlining her preferred titles based on the theater’s schedule and Byrd negotiates with studio officials on the PAC’s behalf. Byrd then sends her the terms of the deal.
“Most often, the terms I see are 35% versus $200 or $250 and what that means is we either pay the studios 35% of the profit that we make off the movie or a minimum of $200-$250, whichever is greater,” said Hayes. “Pretty much every studio requires an advance, and it’s usually that minimum.”
Newer releases like Wicked: For Good are more expensive to license. Hayes said they cost about four times as much as standard films.
Wicked: For Good will be screened Nov. 29 through Dec. 1 and Dec. 5 through Dec. 7. Afterwards, the PAC plans to show A Big Bold Beautiful Journey, featuring Margot Robbie and Colin Farrell. The center will be closed for the holidays following the final screening.
- Mitch Stone
reporter@highlandnews.com