Image courtesy of Patina Pictures.
Matthew Hall, founder of Patina Pictures and organizer of the [Redacted] Film Club, wants to change the way Atlanta watches movies.
“In the last 10 or 15 years, the way that we consume movies has altered drastically,” he says. “It’s gotten worse. The value proposition for going to the movies is a lot worse than it used to be. It’s really expensive, you’re bombarded with advertisements, it’s always kind of sticky… The value doesn’t seem to match up with what it actually costs.”
Additionally, the immediate availability of media has led to movie viewers becoming more passive. “They’re on their phones or they have their computers open, they’re not really experiencing the movie,” Hall says. “I think there’s a desire to rather than passively consume to actively consume movies.”
This desire to present movies in a different way prompted Hall to create Patina Pictures. He built a mobile, 16-foot tall screen with the goal in mind to celebrate and elevate the movies people love.
Patina’s first screenings were at Hall’s local dog park in Reynoldstown, where they showed 101 Dalmatians and Best in Show. “We’re trying to create environments that play off of where a certain type of movie would be shown best,” Hall says. “We allowed people to bring their dogs; we had dog costume contests…” The events were a celebration of dogs and movies about them.
Since then, Patina Pictures has held screenings across the city with specific themes in mind. When they screened Beetlejuice around Halloween, for example, it was accompanied by a mirror maze and costume party. In December, they screened Christmas Vacation in the Georgia Beer Garden’s back yard where viewers sat around fire pits and drank complimentary hot chocolate.
While Patina is enjoying continued success and growing in popularity, Hall said he wanted to try something different in addition to the themed screenings. The idea for the film club came from an interesting loophole in movie licensing laws.
Every time Patina screens a film, they have to pay a significant percentage – at least 50 percent – of the proceeds from ticket sales back to the film licensing companies; however, if you obtain an umbrella license for a particular venue, you can show as many movies as you want as long as they are presented for free, and you can’t advertise them by name.
“It’s pretty much made for retirement homes and schools,” Hall explains, “but you could also use it at a bar or restaurant.”
And thus, [Redacted] Film Club was born. Hosted by Patina Pictures, the Georgia Beer Garden and Videodrome, every month there’s a new theme, and every Wednesday, a film will be screened. But to be in the know about the specifics, you have to join the club.
“We thought it was fun opportunity to make this club you have to be a part of,” Hall said. “It’s joining a club of people who really care about movies – that’s the vision for it.”
[Redacted]’s first screening will be on Wednesday, Jan. 16 at the Georgia Beer Garden, but that’s all we can tell you here. To learn more you’ll have to join the club by clicking here.