For Oaklanders, the old Parkway Speakeasy Theater wasn't just a place to catch a cheap movie on some cozy couches; it was a gathering place.
When it closed in 2009, film fans lost one of the region's most diverse theaters. Beyond its beloved pizza and beer menu, the Parkway screened indie films, hosted festivals and kept prices low in a world of $17 IMAX tickets.
Thanks to a committed group of community-minded film fans, however, The New Parkway Theater (474 24th St.) officially turns four years old tomorrow at its new home on the edge of the Uptown district.
"There were a lot of people that were trying to get the Parkway reopened," said J. Moses Ceaser, who headed efforts to resurrect the cinema after it succumbed to financial problems. "First, the intent was to do it at the old location," he said in a phone interview.
Unable to negotiate a deal with the building's owner that would cover the required renovations, Ceaser reached out to backers and launched a Kickstarter campaign that exceeded its $50,000 goal. After a year of negotiations and meetings, a 56-member investor group opened the New Parkway in December 2012.
Ceaser said the theater was once home to a windshield-repair company. When it closed, the building's owners, unsure of what to do with the space, decided to dedicate it to the arts.
In line with the spirit of the old theater, the New Parkway offers an affordable, "eclectic movie-going experience" inside a homey space. The new theater boasts a better commercial kitchen, new bathrooms and an expanded cafe and menu.
The theater has an increased focus on accessibility and community-oriented programs such as themed movie nights and free evening events like Open Mic Monday and Bingo and Beer Tuesday, said Ceaser.
Each Wednesday, the theater's Karma Cinema program allows patrons to pay any price they want for movie tickets. At the end of the month, 20% of the sales are donated to a nonprofit. The program was largely inspired by Karma Kitchen, a volunteer-driven "experiment in generosity," which began in Berkeley, Ceaser said.
While funds raised vary from week to week, Ceaser estimates that Karma Cinema generates about $1,000 each month that's donated to charitable causes. This year, he estimated that the program has raised more than $15,000.
Like any independently-operated business, running a second-run cinema is not without its difficulties, he acknowledged. The New Parkway is the least expensive theater in town, yet it offers its employees the highest pay.
"We operate on a really thin margin here," said Ceaser. "If we have a film that comes in and struggles that we expect to do well, we really feel that pain across the board."
Despite the challenges, Ceaser said he and his staff are committed to promoting accessibility, community and sustainability. Patrons can still enjoy a movie, a meal and beer on tap, all for under $25.
That's a steal, considering what it costs to live in Oakland.
