02/10/2024
Cinema to Return to the Rex
The Daylesford Cinema Group has been working on the community’s behalf to get our community cinema back. We have developed a plan to for a new community run cinema as ‘Phoenix@The Rex’. Our cinema will soon rise from the ashes upstairs, in the Rex. We believe this can happen with community support. Unfortunately, the $150,000 previously raised by the community together with the volunteer efforts are now lost because of Council mismanagement and decision making. So, apart from the small amount we were able to retrieve by selling the seats and outdated equipment, we are starting from scratch. Therefore, we will need donations and in-kind support with fit out of the upstairs cinema shell, which was built by council, and the running of the cinema. (NB We have saved the discs showing community purchases of previous seats and these will be fitted to the new seats!)
We know how important the cinema is to this community so please consider how you and your friends can help to make this happen. Our fund-raising campaign will be underway shortly. We are also hoping to attract some grants to assist.
Action to Date:
First however, we want to let you know what the Cinema Group has been doing both now and since Council, in their current term, sold the building to the Comelli and Bromley partnership for about half the price Council paid to purchase the building. We lobbied the new owners and several commercial cinema operators including the Barton Brothers, Palace, Sun Theatres, and the owners of The Rex to encourage cinema being part of the new developments in The Rex. Whilst these groups were open to the exploration, all parties decided that a commercial development would not be viable given the population of the area even including tourism figures in the mix.
The Cinema Group then approached Show Biz Ballarat to explore possibilities within The Rex, the Presbyterian Church and the vacant shops in Main Road, Hepburn Springs. The Presbyterian Church and the Hepburn Springs site proved unviable for a variety of reasons. Leasing the upstairs area in The Rex was explored which would have given the opportunity to have 2 screens. However, the cost of leasing the whole area at this stage was unrealistic.
Chris Jones from Show Biz saw the importance of cinema to Daylesford both for locals and tourists. After looking at the records of the previous Daylesford Community Cinema which showed a profit after paying expenses and commercial rent and offered support and encouragement to us to pursue the idea of redeveloping a community run cinema at The Rex if a viable rental could be achieved.
A Deal is Struck!
Negotiations commenced between the Cinema Group and the owners of The Rex and an agreement was achieved within our budget and projections. The Cinema Group will lease the upstairs area housing the cinema shell and the balcony area which will be used for ticketing and a café/bar. The owners will complete the building of the cinema shell previously built by Council, the balcony area and the toilets. The Cinema Group will be responsible for fit out including raked seating for approximately 70 patrons. The owners also acknowledge the importance of a grand entrance from Vincent Street to attract clientele.
What’s Next?
So, the vision now is for attractive street signage and an enticing direct entrance from the main street to the upstairs cinema. Disability access is ensured by the building’s lift which also services the rooftop carpark. The décor will be in keeping with the Art Deco/Atmospheric style of the time. Phoenix@theRex will be a much more attractive venue than the modestly styled cinema which previously occupied space right at the back of the building.
We have applied for a Victorian Tourism Infrastructure Grant and will pursue other grants. However, we will need your support in cash, in kind and cinema membership and later we will be calling for volunteers to help run the cinema. If you have skills of any kind that would help in completing the build, fit out of the cinema, bar/café and ticketing area and/or the ongoing running of the cinema, please contact me via phone or email. Contact details are provided below.
We will be promoting our community fund raising campaign shortly, so please consider digging deep to help ‘Phoenix@The Rex’ rise from the ashes and spread its wings over Daylesford!
Looking ahead
We would like to develop a data base of supporters and talents/skills we may be able to draw on as well as demonstrating the value of volunteer involvement in a community run cinema. We will send out a survey shortly to all our previous volunteers and supporters and will very much appreciate your contribution in completing the survey and circulating it to your friends.
We look forward to once again having a cinema we can be proud of in our community and hope you will join us in this endeavour.
There will soon be a Call to Action to kick start the Community Fund Raising Campaign.
Sincerely
Jules McDonald
President
Daylesford Cinema Group
Ph 0400 455 993
Email [email protected]
