Current times ‘kind of a rollercoaster’ for historic Michigan Theatre, director says - MLive.com

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JACKSON, MI — Steve Tucker remembers when patrons would pack the 1,226 seats in Jackson’s Michigan Theatre. It wasn’t too long ago that the theater, which celebrated its 90th year April 30, was full of people enjoying cinematic and live performances.

The dilemma now for Tucker, the theater’s executive director, is trying to figure out how, when and what reopening the theater will look like due to the coronavirus pandemic.

The theater has survived The Great Depression, World War II and the advent of home movie viewing and streaming services, but COVID-19 has posed a unique hurdle, Tucker said.

“How do I put 1,100 people in a theater, and keep them a safe distance? How do I get them into the building? How do I sell them concessions? Because that’s where we make our money,” Tucker asked.

If social distancing means he can only fill 50 seats instead of 400, then Tucker said he “can’t make enough on ticket sales or concessions to justify opening the doors.” The theater hosts more than 300 events, from movies, concerts and town hall meetings, in average a year, Tucker said.

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More than $3,700 in monthly utility costs and a now-on-hold $90,000 marquee renovation, which would have replaced the older sign out front with an electronic, easier-to-modify sign, don’t make things easy for the theater, Tucker said.

The postponement of the theater’s 90th Birthday Gala fundraiser “stopped everything dead in its tracks.” Tucker said, despite the fact that the theater had raised nearly half of the $90,000 new marquee cost. The gala has not been rescheduled as of now, Tucker said.

The theater did receive a competitive grant from the Michigan Economic Development Corporation that matches up to 100% of donations for a total of up to $5,000.

The “Patronicity” grant as it was called has helped the theater raise more than $11,000 – when combining the grant and the $6,835 in donations as of Friday, June 12. Those still wishing to donate can do so here, or mail checks to the theater at 124 N. Mechanic St., Jackson, MI 49201.

Numerous anonymous donors also have offered to match more than $2,000, Tucker said.

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“The population of Jackson has supported this theater and I can’t tell you how positive that has been,” he said.

Surviving the things history throws at the world is part of the theater’s history, Tucker said.

“It’s like on Dec. 7, 1941, the day of Pearl Harbor," he said. "The theater was showing a movie on that day, and the theater manager at the time came in and said, ‘Everybody go home, we’ve just been bombed.’ It is one of those things, no matter what we still battle on.”

No matter what, the theater will be back with a vengeance when reopening comes, even if what that looks like is still up in the air now.

“It is an anchor in downtown and has been here for so long, it’s a staple of the community,” Cory Mays, Jackson Downtown Development Authority executive director, said. “Their community support has always been strong.”

Radio broadcast performances and live streams are in discussion, Tucker said, adding the theater itself likely will not reopen until July. But he’s optimistic, “we can bounce back,” he said.

“It’s kind of a rollercoaster, honestly,” Tucker said. “This a bump in the road. A very painful bump, not just for the organization but for the human industry. It is a much larger problem for that. In other words, yeah, it’s nice for me to worry about it and fret about it but there are huge things to fret about right now.”

Once he receives direction from his board, Tucker said he will go in and prepare to have people inside again.

“People come down here and they know its here. They went there when they were a kid, they went there with their grandparents. They come down here expecting to see it, it’s not just a landmark – it’s a tradition,” Mays said.

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