The Phoenix That Won’t Die - Rheem Theater Back From The Dead.

The story has all the ingredients for a great movie:  hope and despair, new developments and failures, resilience and redemption, brave entrepreneurs and industrious politicians, and most of all many good-hearted community people… the only thing it does not have, is a dénouement.  It is the story of the Rheem Theater in Moraga.  Like the Phoenix, it is has been dead more than once, and like the mythical bird it managed each time to rise from its ashes.  Its plumage is slightly different with each revival.  This time, as the California Independent Film Festival Association (CAIFFA) is taking over the business, the true colors are going to be those of community building, “it’s not going to be our theater,” said Derek Zemrak, President and Founder of CAIFFA, “it is going to be the community’s.”

CAIFFA is a non-profit organization created in 1997 to propose world-class films to Bay Area patrons.  Up until now it did not have a place to call its own.  The Association was presenting film festivals in different theaters, most recently in Orinda, where 75 films were shown between April 23^rd and 25^th.  CAIFFA is being very successful because it is creating events around the movies.  “Why still go to the movies when people can see movies in their homes?” asks Zemrak, “Because we create events where people can share, meet directors and movie stars, share food and drinks.” 

That said, the organization is not taking over Rheem to transform it into a permanent film festival.  “It is our desire to continue to present the Film Festival in Orinda, while in Moraga we will run the theater with the community and offer a wide varieties of movies,” says CAIFFA Beau Behan who will be in charge of Rheem.

“We hated to see that place close,” adds Zemrak, “that’s why we got in touch with the owner Mike Puri, and he was very accommodating.”  The plan is to play blockbuster movies to continue to please families with titles such as Toy Story 3, Shrek Ever After, or The Karate Kid.  They will propose as well new releases of independent films that cannot be seen anywhere else in Lamorinda, films like The Girl with the Dragon Tattoo, Precious, Crazy Heart and The Messenger.  And that is only part of what “The New Rheem Theater” ambitions to become.

“We will conduct an outreach program with the community,” says Zemrak, “we will be contacting local groups and invite everyone to join.”   From these discussions should come preferences for special programs and series that will be tailored to the Lamorinda needs.  Already proposed are a Silent Film Program, a Passport Series featuring international films, Musical Films, Educational features, Kids’ Matiness, etc…  CAIFFA wishes to partner with community organizations to support their ideas and programming.  There are thoughts of re-opening the kitchen located in the theater, may be transforming one of the theaters into a lounge area, offering a wine bar.

CAIFFA members have started to meet with the community.  Edy Schwartz, President of the Chamber of Commerce, Council Member Howard Harpham and Lamorinda Wine Grower Association Carol Haag that are very involved in the grass root effort to save the theater are very hopeful about the new deal.  “We are thrilled that they could move this quickly and we are looking forward to this bright new future,” said Haag.  She went with Harpham to visit “The Lark” a historical community theater in Larskpur and discussed the business model with the manager there.  “The visit was very interesting, The Lark has been very successful for 6 years in Larkspur” said harpham, “but there are some significant differences between the two theaters.”  The first one is that the organization that runs the theater in Larkspur owns the place, and therefore investors are not hesitant to commit for the long term.  Second, if Harpham does not question the initial enthusiasm that will most probably come from the community, he is aware that success will depend on its long term and on-going support.

“We are doing this to support the arts and we know that the Lamorinda community will rally around the project,” says Behan, “we are committed for the long term and simply want to give back.”  The soft opening is scheduled for June 18.  For more information and updates, go to thenewrheemtheater.com.  Behan is available for those who wish to share ideas and/or get involved, he can be reached at Beau@caiff.org