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  LEARNING TO LOVE SUBTITLES: GREAT FILMS AT THE AVALON By Gretchen Reist
That first attempt to bring independent film to the Grand Valley was back in the mid-80s when local resident Rob Washington (introduced to the offbeat world of independent film while at the University of Colorado) teamed up with a group of like-minded individuals to present alternative films at the Western Colorado Center for the Arts. The project was truly a grassroots effort, with self-appointed projectionists manning an elementary school-grade 16mm projector. Despite bringing in good films, the effort failed after a two-year run. Then in the mid-1990s, the local community forged an effort to restore the historic Avalon Theatre in downtown Grand Junction. Historic Avalon Theatre Built in 1922 by publishing magnate Walter Walker as the premiere venue for live entertainment, the Avalon played host to an impressive array of performers including the likes of John Philip Sousa and Al Jolson. However, the economic woes of the Great Depression – along with the increasing popularity of moving pictures – forced the Avalon to close in 1947. Purchased by the Cooper family, the theatre was converted to a movie house and re-opened that same year as the Cooper Movie Theatre until closing in 1989. In 1993 the building was acquired by Avalon Theatre Inc., in hopes of restoring the facility to create a home for events and performing arts that would help establish Grand Junction as the entertainment center for the Western Slope. By 1996, the Avalon Theatre was in business again. At the same time, the independent film industry was taking off nationally with small outfits regularly producing acclaimed films completely outside the major studio system. Yet Grand Junction was still without a suitable public venue for such films in what was quickly transforming into an otherwise
So in June 2000, resident movie maverick Rob Washington and fellow film buffs Harry Brown – by now an indie film convert himself – and Greg Jouflas started talking seriously about reviving the film series concept on a grander scale with the name Saturday Cinema. But this time they took a more savvy approach, crafting sponsorship and membership packages to build a working revenue base.The trio generated substantial buzz leading up to the series' debut screening, "The Red Violin," at the spruced-up Avalon Theatre in January the following year. The "Saturday Cinema at the Avalon" series enjoyed tremendous success, quickly becoming a premiere monthly social event. As its popularity grew, hundreds were flocking to the theatre on a regular basis to get their "indie fix." The series continued strongly for the next two years and, in late 2002, the organization was encouraged to take the next logical step. Year-round attraction It was then that the Downtown Development Authority, under the leadership of Executive Director Harold Stalf at the time, started implementing a broad vision to promote arts and culture as a primary draw downtown, with the Avalon's prime location making it a potential key attraction. Still, the theatre was only used an average of 60 days a year, so work began to expand the series to a near full-time operation. Cinema at the Avalon, Inc. was born that next spring and was in full swing by October 2003. The organization now brings more than 100 foreign and independent films to Grand Junction annually, occupying the theatre an average of 300 days each year. Providing Western Slope residents with high quality films for nearly five years, Cinema at the Avalon has transformed what was once an inaccessible art form into an outstanding local cultural opportunity. In addition to daily film presentations and the Second Saturday Film Series, the theatre is collaborating with the Independence Film Fest of Colorado to establish Grand Junction as a satellite venue for this new and innovative film festival. The inaugural event will take place September 12-14 with events throughout the Valley. A night on the town A trip to Grand Junction certainly wouldn't be complete without taking in a film at the Avalon Theatre. Boasting the largest screen in town, classic balcony seating, a friendly staff and historic milieu, the experience far surpasses what you'll find at a modern multiplex. For showtimes and information on current and upcoming films, call the movie hotline at 970-242-2188 or visit www.avalontheatregj.com. |
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