 "Photo: Jaclyn Borowski")
The lights are going out in the Hoff Theater.
Stamp Student Union officials plan to shut down the Hoff as an independently operated theater, instead opting to rent the space to university-based groups and outside organizations for use as an auditorium. The change is slated to occur this January.
Stamp director Gretchen Metzelaars said that the Hoff has struggled to make a profit for some time.
“We’re not sure about the viability of a one-screen theater in today’s multiplex world,” Metzelaars said. “The money the Hoff makes has been decreasing over the last 10 years, and we think it is due to the pressure from the two multiplexes near campus, as well as Netflix.”
The Hoff Theater costs about $233,000 a year to operate and is currently given about $150,000 in student activity fees. Metzelaars said the Hoff is usually expected to make up the difference, but the theater has failed to do so for the past several years.
“Basically we’ve had to use student fees to cover the Hoff, which means it has to get taken away from somewhere else,” Metzelaars said.
In addition, Stamp officials face the pressure of huge losses going into the fall of 2010 because of a new state law designed to make textbooks cheaper. The law caused textbook providers to offer less money to operate the University Book Center during the bidding process last May. Barnes & Noble eventually renewed its contract for next year for $1.4 million less than Stamp officials had hoped for.
But the news saddened and shocked Hoff’s student employees, who learned about the expected closure of the theater as early as mid-August. They said they have been organizing efforts to increase revenue and hopefully reverse the decision, including a video competition and a “Save the Hoff” night. They are also reevaluating the movies they show and how they advertise them.
The employees, quoted anonymously because they are not authorized to speak to the press, stressed that the Hoff is a campus landmark and a safe alternative to partying and drinking.
“This theater makes Maryland unique,” one student employee said. “They always mention it on the tours. And it’s a great thing to do on a Friday or Saturday instead of getting drunk.”
“Changes have to be made, I agree with that,” another said. “But to close it down is just totally extreme.”
Other students on campus expressed surprise and disappointment upon learning of the closure, but admitted that they failed to take advantage of the Hoff’s services very often.
“People on my floor will be like, ‘Hey, let’s go out and see a movie!’ all the time,” said Lydia Johnson, a junior environmental science major. “But they never think of the Hoff, even though it’s half the price. Maybe [the Hoff] needs to improve their marketing or something.”
Metzelaars said that the Hoff would still offer one of its most popular events, free movie premiere nights, because production companies pay to play the films. Student clubs could also still show movies with the help of the Stamp’s audio visual staff.
But Hoff employees expressed doubts, countering that shutting down the Hoff would hurt its legitimacy.
“We’re in a weird place between Baltimore and D.C.,” an employee said. “We have to compete with theaters in those locations for the free premieres. It’s already so hard to get those movies here. It would be even harder if we weren’t a real theater.”
Although she accepts the move is acceptable given the dire financial circumstances, Metzelaars appeared regretful.
“It’s a difficult decision for us ... we are still struggling and want to hear students’ opinions on this,” Metzelaars said.
apino at umdbk dot com
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There is a rather large alumni base out there..surprisingly it seems to grow a little every year.
I am part of that group and this is the 1st I heard of it....Other aspects of Campus seem to look to Alumni for financial help.
Make this a priority. Make sure the Alumni are aware.
Shuttering the Hoff is a bad idea. It is a VERY unique part of a college campus. a Great Part of UMCP and yet something else to do ON Campus (another unique perk)
Campus Official always lament looking for alternatives for something to do vs getting drunk on weekends. The Hoff should ALWAYS be on that list.
Please find a way to keep the Hoff Theater showing movies, broadcast games, film fests...anything Find a way to keep it operating.
Maryland has its share of Hollywood types that are alums, get in touch with them and make them aware. Ask for the donation..keep it alive till things turn around...casue once its shut, getting it back will be very difficult.
Save the Hoff!
to me that means that somehow the dropping of the Hoff as it is and thinking student groups and SEE will fill the void is equal. that the currently once a week showings that SEE currently does and the sporadic student group rentals will be the same. and that to me seems impossible.
time I go near that place.
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