| ||||||
CAIFFA is a non-profit organization that was created in 1997 to bring world-class films to Bay Area patrons. CAIFFA recently moved its annual film festival to Orinda, where 75 films were shown between April 23rd and 25th.
The organization has attracted audiences by turning a trip to the movies into an entertainment event. "Why still go to the movies when people can see movies in their homes?" asks Zemrak, "Because we create events where people can meet directors and movie stars, and share food and drinks."
CAIFFA is not planning to transform the Rheem Theater into a new permanent home for its film festival. "It is our desire to continue to present the Film Festival in Orinda, while in Moraga we will run the theater with the community and offer a wide variety of movies," says CAIFFA's Beau Behan, who will head the Rheem Theater effort.
"We hated to see that place close," adds Zemrak, "that's why we got in touch with the owner, Mike Puri, and he was very accommodating." The plan is to play blockbuster movies to continue to please families, with titles such as Toy Story 3, Shrek Ever After, or The Karate Kid. They will also offer new releases of independent films such as The Girl with the Dragon Tattoo, Precious, Crazy Heart and The Messenger. And that is only part of what "The New Rheem Theater" hopes to become.
"We will conduct an outreach program with the community," says Zemrak, "we will be contacting local groups and inviting everyone to join." From these discussions should come preferences for special programs and series that will be tailored to Lamorinda's needs. Ideas already proposed include a silent film program, an international film series, musicals, educational features, and children's matinees. CAIFFA hopes to partner with community organizations to support their ideas and programming. Somewhere down the road the organization may even reopen the theater's kitchen and transform one of the smaller theaters into a lounge area, offering a wine bar.
CAIFFA members have started to meet with the community. Edy Schwartz, President of the Chamber of Commerce, Council Member Howard Harpham and Carol Haag, of the Lamorinda Wine Growers Association, have been very involved in the grass roots effort to save the theater; they are very hopeful about the new deal. "We are thrilled that they could move this quickly and we are looking forward to this bright new future," said Haag. She went with Harpham to visit "The Lark," a historical community theater in Larskpur, and discussed the business model with the manager there.
"The visit was very interesting. The Lark has been very successful for six years in Larkspur," said Harpham, "but there are some significant differences between the two theaters." The organization that runs the theater in Larkspur also owns it, so investors are not hesitant to commit for the long term. And, although most anticipate that the Lamorinda community will initially be enthusiastic about the theater's new direction, its success will depend on the community's continued support.
"We are doing this to support the arts and we know that the Lamorinda community will rally around the project," says Behan, "we are committed for the long term and simply want to give back." The Rheem Theater's soft opening will be on June 25th and will feature the Adam Sandler comedy, Grown Ups.
For more information and updates, go to thenewrheemtheater.com. Behan is available for those who wish to share ideas and/or get involved - he can be reached at Beau@caiff.org.
Reach the reporter at:
Copyright
Lamorinda Weekly, Moraga CA