Theater owner Brian Ross likes to refer to the Hi-Pointe Theatre as St. Louis’s “hidden gem,” and it is true that, to some, the movie house might be off the beaten trail.
As one of the city’s few independently owned movie theaters, the Hi-Pointe might not get the huge blockbusters that characterize the suburban multiplexes. Visitors soon see, however, that the Hi-Pointe has a charm all its own.
The small theater stands in the looming shadow of the enormous Amoco sign at the intersection of McCausland Avenue and Clayton Road on the southwest edge of Forest Park. A tiny, single-person ticket booth protrudes from the front of the old, brick building. A huge marquis above the booth advertises “TWELVE OSCAR NOMS: THE KING’S SPEECH” and below that, charmingly, “IN COLOR!”
The marquis is a nod to the Hi-Pointe’s legacy. The theater is the only historical theater in St. Louis that still serves its original function as a movie house.
Saint Louis University film professor and The University News faculty mentor, Avis Meyer said, “Hi-Pointe is a real theater. It’s just the way it used to be,” referring to the art-deco décor, the quirky turquoise-and-gold color scheme and the tiny staircase one needs to climb to get to the upstairs restroom.
Meyer, who is currently teaching a film criticism class, apparently is not the only person who has fallen victim to the theater’s sweet, nostalgic charm. “There are [customers] who are 80 years old who came here as kids,” Ross said.
Joe Klueh, who has worked at the theater for over two years, said, “I think there’s a certain experience here that can’t be found anywhere else. A lot of people say that it’s very much a classic experience.”
“It’s personal,” he said. “We know a lot of our customers by name.”
The Hi-Pointe, partly because of its independent status, remains very close to the St. Louis cinephile community. “We’re still very much a neighborhood house,” Klueh said. The local focus extends even to the concession stand, which offers Ted Drewes’ custard as well as cookies and popcorn from nearby suppliers.
The theater also teams up with local movie festivals, most notably the St. Louis Film Festival. Moviegoers are also looking forward to Q-Fest, an LGBT film festival that the Hi-Pointe will be involved with this April. In addition, the theater will host the “Vincentennial,” an event celebrating local native and cult icon Vincent Price.
Maintaining a small local theater is not without its challenges.
An independent house suffers from a lack of security that a large national chain provides. In 2008, after Landmark Theaters decided not to renew the lease on the Hi-Pointe, the small theater’s existence hung in the balance.
That is when Ross stepped in. After longtime experience with big theater companies, he was ready for a change. He collaborated with owners George and Georgia James (whom he calls the “lifeblood” of the theater), who had owned the Hi-Pointe since the 70s.
Under Ross, the theater has undergone many “modern” improvements, like surround sound, digital projection and 3-D capabilities. The new equipment allows the Hi-Pointe to offer the independent fare that has attracted their loyal base for years, as well as fun popcorn movies like Tron: 3-D.
The theater also has recently acquired a liquor license. “There are people who have come in who have enjoyed the experience more because they can have a beer or glass of wine,” Klueh said.
“We’re also trying to cultivate a new audience,” Ross said. The combination of old and new seems to be successful.
Meyer exemplifies the fiercely devoted base. “It’s the only theater in town, that if someone wants to tear it down, I will march in front of that building!” he said, emphatically.
Thanks to a combination of these loyalists and a new customer base, the Hi-Pointe will continue bringing its entertainment to the St. Louis community.
More Information on Hi-Pointe Theater can be found at http://www.hi-pointetheatre.com/
