How One Arthouse Theater Rebranded as 'Digital Drive-In' to Stay Afloat

So when the 141-seat theater was mandated by the city to close its doors on March 18 in an effort to curb large gatherings and possible exposure to the coronavirus crisis, co-executive director Brenda Moe had to figure out how to not only keep their passionate fanbase satiated but also keep the theater's business afloat.

When the theater first posted on their website in early May that they would be temporarily closed for two weeks, Moe shares that was only because "we had no idea what we're dealing with." As it will "definitely be longer" than anticipated, she and her team insist that keeping their patrons engaged with the cinema is vital for their survival as a theater.

, with general admission ticket prices at $11.75 and membership prices at just $8 per screening. They also program children and family films like, where they seek to "democratize the filmgoing experience" making the program free for kids 12 and under and for everyone else, it's "pay what you can." The patrons of these films are the exact fanbase flocking to Coral Gables Art Cinema's social media and website, so much so that they even shut down the site. "Our mentions on Instagram stories have gone bonkers and we couldn't even keep up with trying to repost all of them. We got phone calls that our site went down because too many people were on it. People are really drawn to it right now.

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