Flair for film-going
Bringing special enthusiasm to theaters in the Lowcountry
Michael Furlinger, owner of the Terrace Theatre on James Island and the new Hippodrome Theatre downtown, sits at his desk at the Terrace.
Michael Furlinger, owner of the Terrace Theatre on James Island and the new Hippodrome Theatre downtown, is a real fan of going to the movies.
Originally from Long Island, N.Y., Furlinger has lived in Charleston for more than two years. He bought the Terrace in 2007.
Furlinger discovered his passion for movie-going in high school.
"I had an after-school job at age 15 as an usher," he said, laughing. "I just worked my way up after that. I love the point of the movie theater -- the whole experience of being in the building. When I bought the Terrace in 2007, I renovated the whole thing: new seats, new sound and projection. We even put up the old curtain. Now it's the only theater in Charleston with a curtain, and I think that's what the Terrace offers: the old showmanship."
The Terrace Hippodrome opened in May in the former IMAX Theatre space near the S.C. Aquarium.
"We gear it towards really big pictures since it seats 450 people," Furlinger said. "The seats are the same leather used in BMWs and the screen is 75 feet."
Furlinger takes special care to pick out films that he thinks his audiences will enjoy. "I love it when I feel the success of picking the right film," he said. "It still gives me a rush when the theater is sold out and everyone loves the film. My job is really about picking what you want to see."
The process of selecting, and obtaining, films can be complex.
"You can choose your own, but it's hard to get what you want, especially when you're competing with bigger chains," he said. "I have a film buyer in New York, and that's how I get my hands on the artsy stuff that comes to the Terrace. I also go to conventions twice a year. The next one is in Florida. I'll be watching movies all week and deciding what I want for the Christmas lineup."
A typical day for Furlinger is extremely busy.
"I've gotten good at marketing the brand, and I probably work around 16 hours a day," he said. "We're the only locally owned theater, so part of what I do is making sure that we're on people's radar: MySpace, Twitter, Facebook and news outlets. I also have to make sure that our movies get reviewed."
Furlinger isn't afraid to do a little grunt work.
"I'm very hands-on," he said. "I'm always at one theater or the other, whichever is busiest. There's always plenty of paperwork to do, but I'm known for being in the lobby, always meeting and greeting customers. I sell tickets and concessions alongside my employees, and if I have to clean the theaters, I will."
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