This past week, I took a trip up the coast to Bellingham, Washington. While the scenery was familiar, my primary destination was a specific cultural landmark: the Pickford Film Center.
For those of us in the “small-town cinema” world, the Pickford is a North Star. It is a living, breathing case study in how a dedicated group of film lovers can transform a single-screen dream into a multi-venue powerhouse that anchors an entire downtown district. Standing in their lobby, surrounded by the hum of an afternoon crowd, I saw a clear reflection of what we are building here with the Astoria Picture Show.
The “Pickford Model”: Lessons for Astoria The Pickford’s success isn’t just about the movies they play; it’s about the intention they bring to the experience. Here are three major takeaways I’m bringing back to our work on the river:
1. The Theater as a “Third Space” In modern life, we have home (first space) and work (second space). The Pickford has mastered the “third space”—that essential community hub where people gather simply to be together. Yes, Howard Schultz popularized the term, but it’s never been more relevant than in this context. From their thoughtfully curated concessions to the way their lobby invites conversation, they’ve created a space where the dialogue continues long after the credits roll. As we look at our own footprint in Astoria, I’m more committed than ever to ensuring our theater feels like the community’s collective living room.
2. Cultivating Visual Literacy One of the most inspiring aspects of the Pickford is their commitment to education. They don’t just show films; they teach people how to watch them and what that means, personally and within the context of community life. Through their student programs and documentary festivals like “Doctober,” they’ve built an audience that is curious, engaged, and loyal. This reinforces our mission for the upcoming Joyride Film Fest —we want to offer more than just entertainment; we want to offer a new way of seeing the world.
3. Economic & Cultural Synergy The Pickford doesn’t exist in a vacuum. It feeds—and is fed by—the local ecosystem. I watched people grab a meal at a nearby bistro before their show and head to a local taproom afterward to discuss the film. That “cinema-night-out” economy is exactly what we envision for Astoria. When the Picture Show thrives, our neighbors thrive, too.
Translating Inspiration into Action Seeing the Pickford’s multi-screen expansion and their vibrant membership base gave me a fresh perspective on our own roadmap. It’s a reminder that while restoration is hard work, the payoff is a permanent cultural heartbeat for the city.
We are currently deep in the blueprint and branding phase for our initial festival premiere. Seeing how another coastal town rallied around their theater has given our team a massive boost of “eureka” energy. We’re building a legacy.
Considering What Matters When you think about your favorite cinema experiences—whether at a historic house or a modern indie theater—what makes it “sticky” for you? Is it the vintage aesthetics, the smell of real buttered popcorn, the local beer on tap, or the chance to meet a filmmaker in person?
We are building the Astoria Picture Show with these details in mind.
