Maryland Film Festival

Baltimore,

Movie Theater Market Assessment And Community Benefit Analysis

The Maryland Film Festival selected B&D in 2015 to identify market demand for a proposed independent movie theatre in Baltimore’s Station North Arts and Entertainment District. Festival management wanted to expand its year-round programming, support the training of emerging filmmakers, and revitalize the Station North neighborhood by restoring the historic Parkway Theatre as the Stavros Niarchos Foundation Parkway Film Center. The $17 million renovation would transform the abandoned venue into a three-screen theatre that the Festival would own and operate. Our demand analysis included examining Baltimore-area movie exhibitors to categorize their offerings, programming, rates, and attendance. We also interviewed other independent / art house theatre owners nationwide to understand exhibitor best practices. Three target markets of those likely to frequent the Center were defined and analyzed:

• Current Film Festival attendees and college students from The Johns Hopkins University and the Maryland Institute College of Art
• Students enrolled in film programs at other local higher education institutions and the general population of frequent moviegoers within a 30-minute drive time
• Infrequent moviegoers within a 30-minute drive time, visitors to the arts district, and targeted sub-markets

Our final report included a quantitative demand analysis, an economic impact analysis, and a review of the Festival’s business plan for the renovated Film Center. The business plan review focused on concessions, attendance, the capital reserve fund, programming, fundraising, memberships, special event revenue, and operations.