You have been extremely patient. You have supported the Jefferson Theater through great changes in the local scene. However, I have entered a contract with music promoter Coran Capshaw to sell the building which I purchased in a foreclosure auction in 1992. Here's a little background:

The opening of Charlottesville's two sixplexes, the Carmike (1992) and the Downtown Regal (1994) more than doubled the number of movie screens in town. This dramatic increase in screen supply meant that popular films could stay on screen for much longer than previously, so that by the time films reached the Jefferson, they tended to be a bit "played out."

Perhaps the greatest challenge came around 1998 when giant national chain Regal audaciously tried to compete by showing second-run films for just $1.50 when we were charging $2. And yet even though the Regal-Greenbrier offered the same films with lower prices and a giant parking lot right out front, you stuck with the Jefferson. The Greenbrier became an office building.

Meanwhile, downtown began transforming. When I bought the Jefferson, it seemed like people came downtown for about four things: the C&O, Miller's, the Hardware Store, and Vinegar Hill. But that was one Mall crossing, an icepark, a Pavilion, a Paramount, and about 40 restaurants ago.

Although the panopoly of entertainment offerings was good for the town, it didn't actually help the Jefferson. The parking scene tightened a bit, and the increase in entertainment options lured away some customers.

Nationally, theaters like the Jefferson have been hammered. There are no figures (in part because the National Association of Discount Theaters disappeared in the late 1990s), but it is well known that discount or second-run theaters are a dying business.

One factor was the 1990s overbuilding in the American theater industry that put Regal into bankruptcy protection. Yet, the larger issue most theater analysts point to is the shrinking "window" between theatrical and home-video release.

Figures from the National Asssociation of Theater Owners show that the window has shrunk from nearly seven months in 1993 to less than four months today. Some films go straight to DVD, and-- as former Charlottesvillian Steven Soderbergh has pointed out-- the growing trend of piracy means that many films come out on DVD simultaneously with their theatrical release.

And yet... you patronized the Jefferson. I don't know if it was the friendly-and-intelligent staff, the historic beauty of the structure, the weekly schedule we began emailing in 1999, the $3 admission price, or the lowest-in-town concession prices. But the business continued to pay its bills.

But it wasn't a great business. There were "profits" of the sort that meant we could pay the employees, install a stereo sound system, and cover the recently astronomical winter heating bills. But there really weren't enough profits to ensure the long-term safety of the building.

Over the years, many developers had eagerly eyed the site for condos and apartments. I dismissed those entreaties and yearned for the day when I could get the place into capable hands. Coran Capshaw will do a great job with the Jefferson. He recognizes its historic role in the town, he appreciates its stunning architecture, and he has the skills and the resources to bring it to the highest levels of architecture, entertainment, and safety for its patrons.

Already, plans are being made to install sprinklers, new comfort systems, better lighting, and more flexible stage systems to bring in more concerts and other special events. (And a real ladies room too.)

You have every right to be disappointed that second-run movies could be making a retreat. But I think that if you consider the big picture, that this theater was spared from the condo-izers and handed to someone who can make entertainment work, you'll agree with me that the best days of the Jefferson lie ahead.

Thank you for helping me save the Jefferson. It's been a lot of fun.

Sincerely,
Hawes Spencer

434-960-9343

	How can the Jeff charge so little? Because we wait until after all the hub-bub has died down. The film companies charge us less, and we pass the savings on to you. Usually, the Jefferson gets films one to two months after they leave the first-run theaters. But aren't your concessions pricy to make up for the cheap admission? Nope. We have the lowest prices in town on ALL fronts. We're nice. Do you really have stadium seating? Yes, this is the only theater to offer stadium seating-- but it's only in our upstairs cinema.
What's in the popcorn? Hot, delicious goodness, etc. etc. Unlike some evil theaters, we pop all of our corn on-site. And since 1993, we have been using relatively heart-healthy canola oil. The good news: popcorn is high in dietary fiber. The bad news: popcorn is high in thigh-padding fat.	What's the Jeff's film booking policy? Well, we're not exactly an art house, but we do have high standards. For the most part, we avoid teen flix, slasher flix, and anything that rockets and then sputters quickly at the box office. Quality lasts, and even though we're last in line, we get the good pictures. Here's a tip: if the critics loved it, then the Jefferson will probably show it. Do you rent out the theater? Yes, but rarely. And never to anyone but legit organizations with good wholesome stated purposes. Click for more information.	What's with that backstage I've heard about? Click on the photo to find out how you can rent it for your party.
What with that TJ painting in the lobby? That is an amazing copy of the famous 1805 portrait of Thomas Jefferson by Rembrandt Peale. The original is on display at the New-York Historical Society's Henry Luce III Center for the Study of American Culture. Ours bears the signature, "Serrure" and was purchased from the Consignment House on the Downtown Mall in 2002.	Why don't you show classic films? Video and DVD have erased that business from the American scene. Near the end of the last century, the last major theatrical distributor of classic film folded. It's a dead business. Sorry. Why aren't you showing Rocky Horror? It didn't do well last time we showed it-- summer of '99, we think. Don't you have sticky floors and lame sound? Well, 94 years of mono sound in our downstairs cinema came to an end in March 2006. As for the sticky floors, we mop pretty often, so that should be pretty rare. How is the air-conditioning? It's a 40-ton unit that uses 225 pounds of refrigerent. 'Nuff said? Why doesn't the theater close in the snow? Because a lot of our audience members live within walking distance-- and don't like "cabin fever."	Any job openings? No, but... ...perhaps you've ever wanted to run a 2000-watt projector? Well, if we had any openings, maybe you could. The work is hard, but the atmosphere is fun and rewarding. All employees handle all duties including ticket sales, concession sales, projector operation, and even-- ugh!-- cleaning up. The movies, of course, are free when you're on the job. To apply, visit the existing employees (they actually run the place) during our office hours (7-10pm weekdays and 2-10pm Sat/Sun). We're not looking to add any employees right now, but you can still pick up an application at the theater.
What's with those apartments I've heard about? Nothing, really. They almost never turn over-- maybe there's a vacancy every two years or so, and when that happens, it'll definitely be advertised in the Hook, the finest weekly paper (out of three!) in our fair city. And the one that's run by the guy who owns this theater. Feel free to visit the Hook website:
When did the price increase? After nine and a half years of entertaining Charlottesvillians for $2 a pop, the Jefferson cranked up the admission price on Friday, August 24, 2001, as tickets shot into the stratospheric $3 range. Well, almost. As a special cheesy touch of Americana, they were actually priced at $2.99 for a week-- and then cooler heads prevailed, and we went all the way to $3.00 per person. All outrageous profits from the price increase are being pumped into the "ladies room renovation fund." What's your privacy policy? We do not sell, give, or otherwise hand over the email address that you have given us when you sign up for our weekly emailed schedule. No ifs, ands, or buts. It's a secret. If you decide to leave our list, your email address is completely and permanently stricken from our records.	What's the Downtown Mall like? It's a pedestrian wonderland. You'll love it. The Hook's famous Downtown Mall webcam is located a block away.	What's the Jefferson's deal? We were a "subrun" theater. We get all great hits as well the critically acclaimed films. What we've shown in the past couple of months: THUMBSUCKER, MUNICH, PRIDE & PREJUDICE, KING KONG, PRIDE & PREJUDICE, CAPOTE, WALK THE LINE, HARRY POTTER & THE GOBLET OF FIRE, HARRY POTTER & THE GOBLET OF FIRE, and THE PRIZEWINNER OF DEFIANCE, OHIO. By showing movies after the first-run theaters, we get a better price-- and so do you. Just $3

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