On 11 May this city on the isthmus witnessed the grand opening of Sundance Cinemas 608. Sundance, of course, refers to Robert Redford's beloved ranch and internationally renowned film festival of the same name and 608 to the area code which now houses the nation's finest (and only) cineplex devoted to art and independent film, documentaries, and world cinema. Inspired by the city's progressive outlook, Mr. Redford chose Madison for his inaugural theatre complex. And the differences between this experience and the usual one at the 15-screen megaplex are striking.

Like any good cultural destination, this one does not feature acreage the size of Alaska devoted to parking. The cinemas are located in an elegant shopping and dining district with a downtown feel, yet even at the weekends enjoying the cinemas is not a great challenge as they are accommodated by discreet parking in the midst of a natural setting.

Once you've entered the richly textured world of Sundance, how about a glass of wine, cappuccino, or even a delectable dinner before your encounter with another reality through the art of original storytelling?

Yes, a glass of wine and dining at the movie theatre is just one of the amenities that separate Sundance Cinemas 608 far from the madding crowd of big box theatres. Robert Redford, the inspiration behind this cinematic revolution, spoke to Dean Robbins in Madison's favourite weekly the Isthmus. He feels that, 'There are audiences being starved for alternatives.' If that's the case, then they're about to belly up to some of the choicest alternatives available for the independent film aficionado or hungry novitiate. Mr Redford is passionate about place and community. 'You know,' he told Mr Robbins in the Isthmus, 'they [retail giants] come in and take a chunk of real estate, very often pushing aside the mom-and-pop places that are part of the community. They plant their brand there; take the money and run.'¹

How about invest the money and stay? The theatres are constructed out of building materials with an emphasis on sustainability. From midwestern limestone down to the little wooden pens offered in the tasteful gift shop, Sundance Cinemas 608 stresses the importance of environmental impact. Big box? Not here. Natural light suffuses the cafe and art gallery lounge areas just beside the ticket counter, yet is prevented from reaching the theatres by a long, upward lit tree-lined corridor. Speaking of the ticket counter, don't bother looking for surly or inattentive teenagers here. The eloquent young man who took my stub probably has a film history class tomorrow morning.

The 608 Gallery and Lounge, which offers work from local artists, has an earthy and colourful palette. One is reminded that Mr Redford was originally slated for a career as a painter, having studied in Europe and New York. A course in theatrical set design ignited his interest in acting and it is apparent that his sense of composition and colour resounds in all of his endeavours. His passion for and dedication to the arts seems only to increase through time.

Paul Richardson, President and CEO of Sundance Cinemas, whom I fortuitously met in the stairwell to the mezzanine bistro and rooftop bar and patio, has a gracious and intelligent presence. Although his well-appointed title was unbeknownst to me in the moment, we introduced ourselves, shook hands in goodwill and he promptly encouraged me to write my name in the sand.

Yes, write my name in the sand.

The above mentioned stairwell (which was flooded with sunlight during my visit) features a diminutive zen-like garden complete with standing stones and sand. In that surreal moment, when Mr Richardson urged me to make my own temporary mark, I realised that I had arrived in a place close to my heart: where Nature and Art flow harmoniously. He smiled and appeared thoughtful when I told him of my minor involvement in the Sundance Film Institute in Park City, Utah. That was back in 1982, and he was transported. 'You were there at the beginning,' he said softly.

I was, and if you had told us fledgling indie acolytes dedicated to cultural and individual artistic expression as we nestled protected and anonymous among the mountains that someday the world would witness the birth of a chain of theatres utterly devoted to the independent and international film, we might have asked you what idealistic cloud YOU floated in on.

When I spoke to Mr Richardson the following day from the airport (he en route to California, me to Chicago), he kindly answered my questions. Opening weekend had gone very well and many people had come to dine, lounge and work in the cafe, and to watch a film even on a weather-challenged Mother's Day. He confirmed that San Francisco Sundance Cinemas Kabuki will be the next to open and that others are actively in progress and should be ready for the press very soon.

Ray Oldenburg, in his 1989 classic on gathering places The Great Good Place defines a great good place as, 'an informal meeting place where citizens gather, put aside the concerns of work and home, and hang out simply for the pleasures of good company and lively conversation.'²

The Sundance Kid echoes this sentiment near the end of the Isthmus interview: 'When you go to see a film, you have a place to talk about it afterward. You can go into the bar, or into the restaurant, and students can come and have a place to work. I will always believe in the need for a human gathering place. As entertainment moves more into the home, and more electronic units in front of your face, you're just sitting alone in a room. Being able to experience a film in a collective is a vastly different experience from just watching it alone on a screen.'

As I approached the ticket counter, eagerly awaiting the viewing experience, I was surprised to see the seating configuration of the theatre before me on a small screen ready for me to handpick my seat. The minimal service fee was also a novelty, but as all was new to me in this 'great good place' I continued on my journey through the forest corridor leading me to my film of choice. The theatre sizes range from 133 to 270 seats yet the screen size is standard for all six theatres, and what a hearty size I found! Each theatre features upholstered high-back rocking chairs with plenty of width and legroom accompanied by individual cup-holders. The experience was more akin to an audio-equalized private screening room than to the sound-blasting and boxy environs often found in megaplex movie theatres. Simple yet lavish is what I felt and heard, and all for the benefit of focusing on the story at hand. As I left the building and happened to glance back through a large window, I saw the semi-circular ticket counter from a larger perspective. Above on one part of the curvature it said 'Tickets' and on the other, 'Concierge.' This hit home; it is indeed the celebration of the living theatre refined and affordable. These arts need not be inaccessible to be highly valued; much like the needs of Nature herself.

A longtime friend of mine who lives in Madison spoke about the array of cinematic choices now available thanks to Cinema 608. 'Before the Sundance cinema arrived an independent or world cinema devotee had some really limited options. The annual Wisconsin Film Festival brings in some great work, but that's one weekend a year. I opened the paper to the movie listings during the opening week of Sundance and was blown away. Six incredible movies to choose from in one location.' This phenomenon will undoubtedly be repeated in other cities fortunate enough to receive Sundance Cinemas, regardless of the city's size or demographic. Even erudite movie buffs in Manhattan might raise a cultured eyebrow at the quality of the offerings housed under one roof.

From what I saw, Mr Redford has once again jumped the divide between entertainment and enrichment. As in live theatre the movie no longer must be the destination, it is merely the beginning of the journey. Sundance Cinemas 608 is a place to meet friends, family, dates, or yourself for a screening of your latest indie film curiosity. By evening's end, you may very well be sipping your second glass of world-class Pinot Noir while reflecting on or debating the director's intent in that last, unforgettable scene.

And yes, I did write my name in that virginal sand in the zen stairwell which I am sure will soon be gently raked away. The Sundance name, however, seems destined to leave its mark for generations to come.

P.S. My feet never stuck to the floor.

Dorian DeMichele

References
1. www.thedailypage.com/isthmus/article.php?article=6588 (last accessed 15 June 2007)
2. Ray Oldenburg. The Great Good Place: Cafes, Coffee Shops, Community Centers, Beauty Parlors, General Stores, Bars, Hangouts, and How They Get You Through the Day. New York: Marlowe & Co, 1997.