A new event is showing up on movie theater schedules and yarn store event calendars: Crafting at the Movies! The store owner arranges a private showing of a film at a local theater. Customers bring their craft projects and settle in as the lights are dimmed to a comfortable level. It’s a fun and unusual way to build connection with your community. We talked to store owners who have hosted these events to find out what it takes to successfully host a Crafting at the Movies event.
Why Host Crafting at the Movies
For many craft retailers, community is at the center of their mission. Brick-and-mortar craft stores often serve as a “third place,” a space outside of home or work to spend time among others with whom you have something in common. Crafting at the movies extends and reinforces that sense of community through a shared activity.
Warm & Wooly Yarn Shop in North Branch, MN, has held seven Craft at the Movies events so far. Owner Kaitlyn O’Connor says,
“Craft at the movies gives us another opportunity to gather with our fiber arts community and craft together! It’s an additional touch point to connect with our customers, ask about their projects, and share life together.”
Partnering With a Movie Theater
When selecting a theater, you are most likely to find a welcoming and affordable choice for your event if you avoid the large, national chains like AMC and Regal. Locally owned independent theaters, smaller chains, and non-profit community theaters are a better bet.
You may find your local theater has a section on their website devoted to rentals and special events, including contact information for the coordinator. More likely, you’ll need to call or visit the theater and ask to speak with the manager.
Tina Miklas, owner of Fiber Friends Studios in Chicago, IL, holds her Craft Night at the Movies events at the historic Harper Court Theater, part of a 7-theater regional chain. She says, “Harper Court Theaters is over 100 years old and has been revamped recently with luxury seating. I was excited that we could support this local business with a long history in Chicago”
Warm & Wooly Yarn Shop hosts Craft at the Movies at an independently owned theater one town away. “Definitely get all the details in writing from the theater and call, call, call to confirm,” says O’Connor.
If you have the good fortune to have several theaters near your store, check them all. Rental rates can vary widely. Fiber Friends Studio was offered half-price popcorn and fountain drinks for their events at the Harper Court Theater. Be sure to ask about a discount on concessions for your group.
In most cases, the sponsoring shop will be responsible for setting the price of admission, selling tickets, and marketing the event. However, some non-profit theaters with an active program of community engagement may prefer to take the lead in ticketing. Be sure your written agreement with the theater includes details about assignment of hosting duties and revenue sharing.
Choosing a Film
The film you choose will largely determine both the size and the demographics of the audience you attract. Both Miklas and O’Connor report that their biggest attendance was for a showing of Wicked. When Miklas featured films rated PG, many of the attendees brought their children.
Classic films can also work well. Meg Eckman saw the 1980 comedy 9 to 5 at a Crafting at the Movies event hosted by Center of the Yarniverse in Ashland, VA. Meg said, “… it was fun to watch a movie that many people knew.”
Movie theaters pay a licensing fee that grants them the right to show a particular film for a specific period of time. Choosing a film already on the theater’s schedule allows your viewing to be covered under that license. If you choose an older film, you may need to cover the cost of the theatrical license.
Miklas points out that theaters often don’t know their schedule more than two or three weeks in advance, so choosing a new release may give you a very short window of time to market the event and sell tickets.
Enlisting Sponsors
Both O’Connor and Miklas have received support from their vendors to provide goodie bags and/or door prizes for their Crafting at the Movies events. Many yarn companies are happy to provide yarn or small notions for this purpose.
But Miklas notes it’s important to consider the diverse range of crafts represented by your attendees. In addition to knitting and crochet, movie goers have brought hand quilting, embroidery, cross stitch, coloring books, and even dry flower arranging. Try to make sure your goodie bags include something for everyone.
Cross stitch, embroidery, and knitting in the cushy recliners at Harper Court Theater during Fiber Friends Studios’ craft night at the movies.
Pricing Your Event
Don’t be shy when it comes to setting the price for your event. O’Connor says, “I’ve noticed…that people care more about what movie is being shown than the time or the cost.” Remember, you are providing a valuable shared experience: the opportunity to watch a movie on the big screen with the lights on in the company of other crafters. Plus, goodie bags!
Depending on the location and the cost to rent the theater, tickets to Crafting at the Movie events tend to range from $15 to $25 per person. O’Connor offers a discount for purchases of 3 or more tickets, encouraging customers to bring their friends.
Ritual Dyes in Portland, Oregon, used this graphic created by the Tomorrow Theater to promote an upcoming craft at the movies night.
Marketing Your Crafting at the Movies Event
There are creative ways to promote your event beyond adding it to the calendar section of your website and mentioning it in your newsletter. Create a “coming soon” poster for display in your store. Make a tabletop display with a smaller version of the poster on an easel, accompanied by craft supplies in a popcorn bag. Having fun with the movie theme will get your customers excited about the event.
Make it clear your event is B.Y.O. materials and supplies, and set expectations up front so your customers can make smart decisions about which projects to bring. Will all crafts be welcome? In general, “clean” crafts that can be contained within the boundaries of a single theater seat are best. Many theaters will prohibit glue, paint, and glitter. At their Reel Crafts events, B&B Theaters forbids scissors that could damage the upholstery. They make safety scissors available to share as needed.
Considering Adding Crafting at the Movies to Your Events Line-up?
O’Connor offers this advice: “Just try it! Consistency is key. The first time we hosted this event we had low attendance because our customers were unsure. After that first event went well, and there was positive word of mouth from our first round of attendees, people started paying attention. Now we have people asking when the next movie is.” Sharing photos of your attendees having a great time together at your event on social media and in your newsletter will encourage people to come out for the next one.
Sandi Rosner
Contributor
Sandi Rosner (she/her) learned to knit in the late 1970s from the instructions in the back of a magazine. She now works as a freelance designer, technical editor, and writer. When Sandi isn’t knitting, she usually has her nose in a book. Sandi writes a popular weekly newsletter called A Good Yarn. Subscribe at sandirosner.substack.com