Historical movie theaters finding a way out in tough market

Historical movie theaters finding a way out in tough market

2025-07-04

Movie theaters are struggling post-pandemic as films increasingly premiere on screening platforms. Even more so for independent cinemas. In recent years, many historical theaters are closing down one after another, including the 75-year-old Chin Men Theater in Tainan, famed for its hand-painted billboards and endorsement by award-winning director Ang Lee. The theater said it’s only closing temporarily to devise a new business plan. What is the way out, if there is one? Our Weekly Feature.

This is a footage from the day Tainan’s Chin Men Theater celebrated its 75th anniversary on Feb. 12, attended by numerous moviegoers and long-term employees, as well as veteran billboard painter and long-term collaborator Yen Chen-fa. But the atmosphere was not one of joy, for it was also on this day the theater announced that it’s temporarily closing down for a new business direction.

Located in central Tainan, Chin Men Theater was established in 1950, then known as The First Chuanchen Theater. It was renamed as Chin Men Theater after changing hands in 1969. The theater’s fame exploded after acclaimed director Ang Lee mentioned that he often went there to watch movies when he was in high school; and being the last cinema in Taiwan to display hand-painted billboard further solidified its iconic status. For it to close down, even if only temporarily, was a difficult goodbye for many.

Mr. Yu
Moviegoer
I really like how it still feels like how it was when we were kids. You can buy all sorts of snacks there, unlike in today’s theaters where there’s only popcorn and coke. You can buy some snacks, and that’s really nostalgic.

Mr. Liao
Moviegoer
Its most defining feature is what everyone sees, the hand-painted billboards outside, and the free postcard of the billboards you’ll get if you go in and watch a movie, which is a really attractive deal. I think I might cry. It feels like a part of old-time Tainan has disappeared in the sands of time.

Some of the moviegoers are Chin Men’s loyal customers who’ve gone here from their teenage years till established adulthood; while others are university students who are only starting to fall in love with this historic theater but must now say goodbye. The manager, Wu Jyun-cheng says it was a difficult but necessary decision to close down.

Wu Jyun-cheng
Chin Men Theater
It’s been really difficult since the very first day. When I think about how our generation must now pass the baton onto the next generation, and how they will have to endure the hardships of beginning a new undertaking, it really makes me a little wistful. A business must generate revenue, it can’t just sit there and look pretty.

Yen Hsin-yue
Most senior employee
Back then, I collected ticket stubs at the entrance. Business was really good then, when we first became a second-run theater. At most there were more than 3,000 tickets a day. It’s much, much worse now. Then, we’d always have a full house. There were so many people. What it’s like now cannot compare at all.

At present, the theater occasionally sells more than 100 tickets on weekends, but usually sales hover in the double digits on weekdays. With revenue of mere thousands but expenses over NT$10,000 per day, including licensing fees, utilities and payroll, Chin Men essentially loses money every day it’s open.

This isn’t the first crisis in the theater’s history. In 1969, when Wu’s parents took over the family business, then still a first-run theater, it faced fierce competition.

Wu Jyun-cheng
Chin Men Theater
Business wasn’t great when we were a first-run theater. We almost had to sell the business just as soon as we’d taken over. Then, a manager at United Artists’ Taipei branch, Mr. Chou suggested that we take a step back, retreat in order to advance.

The manager surnamed Chou suggested that Chin Mei could instead license popular films that’s just had their first run, to show at a discounted rate. The cheaper double-feature business model was an immediate hit among students.

Yen Hsin-yue
Most senior employee
It’s so cheap, and also double feature. That’s why Ang Lee used to come here. So did students at NCKU. We really had lots of students here then.

The year 2020 sent the film industry into another crisis amid the COVID-19 pandemic. It’s not only that no one went to the theaters anymore. Even after the pandemic subsided, consumers did not return to previous levels. Post-pandemic, some distributors postponed new releases, while others opted for streaming as first release window.

So how can old theaters stay afloat? Here’s an unconventional idea from a century-old establishment in Nantou City that’s bringing back customers.

Here, you can watch a movie with your cat, and also consult a pet psychic free of an additional charge. It’s hard to imagine that such a lively and innovative atmosphere could be experienced at the oldest first-run theater still in operation in Taiwan.

Nantou Theater was established in the 1920s during the Japanese colonial period. It was initially known as “Iat Butai,” a stage theater showing Taiwanese theater, glove puppetry and cabaret. It only started screening films toward the end of the Japanese period, and changed its name to “Nantou Theater” in the 1950s.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
Especially over the Lunar New Year or long weekends, it’d be really crowded. I still remember when “Titanic” was showing, everyone wanted to get in, even if they had to stand or find somewhere to sit on the stairs. It didn’t matter, you just had to let them in.

But the heydays did not last long. In the 2000s bootlegged DVDs flooded the market, just as the theater was recovering from the 1999 Jiji earthquake. Post-pandemic, streaming dealt another blow. One by one, theaters in Nantou closed down, except for the century-old Nantou Theater still hanging on a thread. Not that second-generation owner Tsai Ting-hung never thought about giving up.

Tsai Ting-hung
Nantou Theater 2nd-gen owner
We were losing money every month. Even my own mother had to stand guard at the entrance. It really broke my heart to see my mother who’s already in her seventies still having to come to work at the theater every day. So I really want to close it down. But Chieh-feng didn’t want that, so I passed it on to him.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
If it were to disappear, then first of all, people in Nantou would have to travel to other municipalities if they wanted to go to the movies. And second, if Nantou no longer had a movie theater, everyone will feel a void in their hearts, so we really didn’t want that to happen.

Although Tsai Chieh-feng grew up at the theater, he did not end up in the film business. He studied restaurant management in university and worked in public relations after graduating. His determination not to have Nantou’s only remaining movie theater to fold took him back to his hometown and learn about every nook and cranny of running a theater—from the silver screen to the sound system—alongside his father, Tsai Ting-hung. He also put his professional experience in public relations into good use. The first change he implemented to promote Nantou Theater was to restore the building façade.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
We referenced a photo taken around 1966 to restore it, including the window panes and the signboards, wich were redesigned based on the fonts of that time. At the entrance here, many cinemas now use electronic displays, but we’re still using traditional wooden grids.

He also put a creative spin on promotional events of every movie showing soon.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
We thought we could borrow a set of desk and chair from the set, and borrowed school uniform from our part-timers. I remember that the girls would change into their own clothes after school, and stuff the uniform into their drawer, probably to go on a date.

Since they’re on a limited budget, they had to borrow the desk and chair. Even the blackboard is entirely handmade. Even so, it’s clear they’ve poured their hearts into creating the experience.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
We also give out the goodies bag of the God of Culture and Literature, which includes a card to write wishes on. We did get the god’s approval by casting divination blocks. That’s why we can do this giveaway.

Through weekend markets and other cultural events, Nantou Theater has made itself into the local weekend go-to and an emerging cultural landmark. Not only has it welcomed back more and more film lovers, it’s also attracted a great number of visitors outside Nantou. Even though the theater’s only starting to break even, the father-and-son are determined to keep it going for as long as possible.

Tsai Ting-hung
Nantou Theater 2nd-gen owner
I believe that for a theater to survive in the countryside, we can’t do things the conventional way and follow in others’ footsteps. Of course, there are some things we can’t change with the facilities, but whatever can be changed, I’d let Chieh-feng know and we’d do our best to change it.

Tsai Chieh-feng
Nantou Theater 3rd-gen owner
I think they might have reservations, because if things flop then the losses will be even greater. But at the same time they also believe that some things just have to be done. Don’t think too much, just get started and deal with the rest later.

In recent years, Chin Men Theater had taken advantage of its storied establishment, offering event venue rentals for film sets and the general public. Renters have held a myriad of activities, from book clubs to standup comedy, and even to stage a proposal. Although this did generate a greater revenue for the theater, it still wasn’t enough to keep it afloat.

Wu Jyun-cheng
Chin Men Theater
It’s not just our business model. We must also solve the aging problem of our organization, as well as issues over maintaining the building. All these are challenges for Chin Men down the line.

Wu is now considering the feasibility of collaborating with eateries in the Chihkhan shopping district, so patrons can enjoy Tainan’s famous small eats while watching a movie. He’s also considering turning the office on the second floor into a café.

Wu Jyun-cheng
Chin Men Theater
We’re like a computer that needs to be restarted. It’s hard to say whether the pause will go on indefinitely, I even can’t say when the end will be. We are indeed off now, but whether things can get back on track after restarting is also still hard to say.

Hopefully, it’ll only be a short goodbye. Too many historic theaters have closed down already. Even when the curtains come down, scenes in old places will always stay in our memories.

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