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Metrograph

Metrograph is an independent cinema and multimedia venue located at 7 Ludlow Street in Manhattan's Lower East Side, New York City, featuring two screening rooms, a restaurant, bookstore, bar, and candy shop, all dedicated to curating and presenting films for cinephiles, including new releases, archival restorations, and special premieres. Founded in 2016 by filmmaker and designer Alexander Olch, it was established in a former food storage warehouse to evoke the glamour of 1920s New York movie palaces and Hollywood commissaries, creating a comprehensive destination for movie lovers. The venue's programming emphasizes rare 35mm and digital screenings, Q&A sessions with filmmakers, and exclusive series that highlight independent and rediscovered works, fostering a community for film professionals and enthusiasts. Its on-site Commissary restaurant offers elevated casual dining inspired by classic Hollywood eateries, while the bookstore stocks rare cinema editions and the Lobby Bar provides cocktails in an Art Deco-inspired setting. Expanding beyond its physical space, Metrograph launched Metrograph Pictures in 2019 as a distribution arm focused on restored classics like the 1981 film , though it paused theatrical releases in 2025 following the departure of its head David Laub to , and introduced Metrograph At Home in 2020, a streaming platform for exclusive online access to its curated content. In , it debuted a print film magazine to further engage its audience with in-depth stories and interviews from industry figures.

History

Founding and Development

Metrograph was founded in 2016 by Alexander Olch, a New York-based filmmaker, designer, and writer renowned for his men's accessories line, particularly ties and pocket squares. Olch, who had previously directed the documentary The Windmill Movie (2008), conceived the project around 2009 while traveling to promote the film at theaters across the , where he observed a decline in dedicated spaces for cinephiles. Drawing inspiration from the opulent movie theaters of the , Olch envisioned Metrograph as a modern "temple of ," a multifaceted venue that would revive the communal spirit of early culture while adapting it for contemporary audiences. This concept extended beyond mere screenings to include social elements modeled after studio commissaries, fostering gatherings for film enthusiasts, filmmakers, and industry professionals. The development process involved several years of site scouting in , with initial efforts thwarted by false starts at potential locations on 24th Street and Grand Street due to logistical and zoning challenges. Ultimately, Olch selected 7 Ludlow Street on the , a former food storage warehouse in a gritty, evolving neighborhood near the outskirts of , which aligned with his goal of creating an accessible yet distinctive hub. Central to the venture's conceptual framework was the integration of with ancillary social spaces—a , , and bookstore—designed to encourage lingering and conversation among patrons, thereby building a vibrant around appreciation. To shape its programming vision, emphasizing repertory, independent, and international films, Olch assembled a team of respected programmers, including Aliza Ma and Jake Perlin, whose expertise ensured a curated selection that prioritized artistic depth over commercial fare.

Opening and Early Years

Metrograph opened its doors on March 4, 2016, as an independent cinema in a converted two-story warehouse at 7 Ludlow Street on New York City's Lower East Side. The venue featured two screening rooms—a larger 175-seat theater and a smaller 50-seat space—equipped for both 35mm film and digital projections, marking the first new arthouse theater in Manhattan in over a decade. The adaptation of the former food storage warehouse involved significant renovations to transform its raw concrete floors and brick walls into a cinematic space, overseen by founder Alexander Olch as a passion project dedicated to cinephilia. The debut programming launched with the series "Surrender to the Screen," a selection of 16 films exploring the moviegoing experience, including titles like Andy Warhol's (1966) and Vincente Minnelli's The Clock (1945). Complementing this was "Welcome to Metrograph: A to Z," an introductory showcase of cinema history curated to reflect the theater's eclectic approach to repertory and new releases. Initial audience reception was enthusiastic, with opening night drawing indie film luminaries such as , , , and , who celebrated the venue's stylish revival of film culture. Core amenities, including the lobby bar and the restaurant, were introduced at launch to enhance the social aspect of cinema visits, offering craft cocktails and elevated casual dining amid a bookstore and candy shop. In its early years, Metrograph navigated the challenges of site conversion and a competitive market for independent venues, yet quickly built momentum through diverse programming of rare archival screenings, world premieres, and Q&As. By 2017–2019, attendance grew steadily as the theater solidified its role as a vital hub for independent in , attracting cinephiles with series on underrepresented filmmakers and global arthouse works.

Facilities

Theaters and Screening Rooms

Metrograph houses two independent screening rooms within a renovated industrial warehouse at 7 Ludlow Street on the Lower East Side of Manhattan. The facility occupies a historic structure built in 1958, transformed through adaptive reuse to preserve its architectural character while accommodating modern cinematic needs. The main theater seats 175 patrons, configured with 150 seats on the orchestra level and 25 in an intimate for varied viewing perspectives. The smaller theater provides 50 seats in a single-floor layout, designed for closer, more personal screenings. Both spaces feature custom-upholstered chairs crafted from salvaged wood beams sourced from a Brooklyn factory, engineered with precise staggering and angles to optimize sightlines and comfort across all rows. Drawing inspiration from classic cinemas, the rooms incorporate atmospheric elements such as subtle lighting to evoke a nostalgic ambiance without overwhelming the focus on the screen. A distinctive feature is the projection booth observation window in each theater, allowing audiences a glimpse into the technical process. Technically, the theaters support high-quality projection in both digital and analog formats, equipped with four 35mm Kinoton FP 30 D projectors—two dedicated to each room—for the restoration and exhibition of vintage film prints. Screens accommodate multiple aspect ratios, including 1.33 Academy, 1.85 flat, and 2.35 widescreen, ensuring versatility for diverse cinematic works. The setup emphasizes archival fidelity, with the main screen measuring 30 feet wide to immerse viewers in restored classics alongside contemporary releases.

Commissary, Bar, and Additional Amenities

The Metrograph Commissary serves as a full-service inspired by the golden age of studio eateries, where filmmakers and stars dined together, offering a welcoming space for New York's creative community and enthusiasts. Open Wednesday through Sunday from 5 p.m. to 10 p.m., it features a dinner menu emphasizing seasonal , craft cocktails, and cinema-infused dishes that evoke classic culture, complemented by a from 5 p.m. to 7 p.m. The commissary includes a dedicated bar for intimate seating, alongside a private dining room available for reservations, enhancing its role as a social hub adjacent to the theaters. Integrated into the commissary experience, the Lobby Bar provides a casual extension for pre- and post-film gatherings, open Friday and Saturday from 5 p.m. to 10 p.m., with an emphasis on drinks, light bites, and a relaxed atmosphere that encourages lingering among patrons. This bar area, part of the overall layout, fosters a sense of community by blending seamlessly with the venue's cinematic ambiance, allowing visitors to transition easily between screenings and socializing. Complementing the dining options, the Metrograph Bookstore, located upstairs, offers a curated selection of exclusively film-related books, including new releases, antiquarian volumes, and artists' editions, under the stewardship of curators Matt Folden and Nick Pinkerton since its reopening in October 2021. Adjacent to this, the Metrograph Editions shop—open seven days a week—stocks merchandise such as limited-edition prints, film-themed accessories, and publications tied to the venue's founder Alexander Olch's design sensibilities. The venue also features a offering confections and film-inspired treats, enhancing the immersive experience for visitors. These amenities collectively transform Metrograph into a multifaceted destination, where dining, imbibing, and browsing interconnect to promote extended stays and cultural immersion before or after films.

Programming and Events

Film Screenings and Series

Metrograph's film programming centers on , , repertory, and cinema, prioritizing artistic depth and cultural diversity over mainstream commercial releases. The theater curates screenings that spotlight underrepresented filmmakers, experimental works, and global narratives, often drawing from film festivals and archives to present titles rarely seen in traditional multiplexes. The programming team, led by head programmer Aliza Ma and including specialists like Gabriel Rhodes from , applies expertise in and curation to select and contextualize each series. This approach ensures a focus on high-quality restorations and thoughtful thematic pairings that enhance viewer engagement with cinema history. Curated series exemplify this dedication, encompassing restorations, director retrospectives, and genre-themed programs. Notable restorations include the Zeitgeist Films at 35 series, which features 4K remasters of seminal works such as Guy Maddin's Archangel and Marc Rothemund's Sophie Scholl: The Final Days. Director retrospectives highlight filmmakers like Mikio Naruse, with comprehensive showcases of his Japanese classics, or Christophe Honoré, presenting an intimate selection of his French autofiction-inspired films. Genre-themed initiatives range from experimental cinema in the Alt Cinema program to poetic international explorations in Soul and Soil: Ukrainian Poetic Cinema, and music-infused narratives in Music Was My First Love, featuring icons like Cher and Anita Mui. Seasonal highlights incorporate holiday specials, such as the autumnal Saturday Afternoon Cartoons: Fall Follies projected from 16mm prints, and festival tie-ins like Performa collaborations. An emphasis on 35mm screenings preserves the tactile authenticity of classics, as seen in revivals like The Blackout. Recently, Metrograph expanded access through its , offering on-demand streaming of exclusive series and films for home viewing, including curated rediscoveries unavailable elsewhere.

Special Events and Community Programs

Metrograph hosts a variety of interactive events tied to its screenings, including sessions with filmmakers and panel discussions featuring industry professionals. For instance, the theater has organized moderated by experts such as 's Scott Macaulay for emerging directors in the "25 " series, and introductions with filmmakers like Ena Sendijarević for titles such as A Spring for the Thirsty. Appearances by figures like filmmaker Michael Jacobsohn, moderated by Abrons Art Center Director Ali Rosa-Salas, and editor Gabriel Rhodes presenting Garrett Bradley's Time, further enhance audience engagement with creators. The venue supports themed events that extend beyond standard screenings, such as festivals, launches, and cultural programs incorporating and . Notable examples include the Metrograph Fair, an annual public event celebrating literature, and launch parties for The Metrograph Journal issues, which draw readers and cinephiles for discussions. Cultural nights feature series like "Soul and Soil: Poetic ," with in-person appearances by Pylyp Illienko and Leonid Hrabovsky, alongside lecture-performances such as Courtney Stephens' Terra Femme presented by Performa. Themed screenings, including "Art21 at the " in with MoMA and vintage 16mm programs like "Saturday Afternoon : Fall Follies," blend with artistic and musical elements. Community programs at Metrograph emphasize and through low-cost or targeted initiatives and partnerships with local organizations. The "Around Ludlow" platform connects filmmakers, artists, and arts groups in the via programs, talks, and special appearances designed to bridge communities. Guest programmers like Adeline Monzier organize bi-monthly screenings with outreach to local communities, while the Filmcraft series offers workshops on topics such as production design with professionals like Judy Becker. Collaborations with entities like provide 35mm prints for educational retrospectives, supporting film history workshops. Annual highlights include anniversary celebrations marking Metrograph's opening in 2016, such as the third in 2019, which launched Metrograph Pictures and attracted industry figures. Holiday events feature seasonal programming like "The Holidays at Metrograph," with curated cinematic traditions and festive screenings. These initiatives play a key role in fostering City's independent film scene by partnering with distributors, archives, and filmmakers for rare archival screenings and premieres. Metrograph Pictures, established in 2019, collaborates with estates and print sources to distribute titles nationwide, while programs like "Made In : Best of NYC Animation" showcase local talent.

Operations and Impact

Business Model and Membership

Metrograph is a privately held entertainment company founded by designer and filmmaker Alexander Olch in 2016, with its flagship operation being the independent cinema on New York City's . The company's primary revenue streams include ticket sales for screenings, food and beverage sales at its on-site restaurant and bar, and merchandise from the attached bookstore and candy shop, which features film-related books, apparel, and collectibles. In 2019, Metrograph expanded into film distribution through its in-house label, Metrograph Pictures, which acquires and releases independent titles such as the 2021 documentary , directed by Lisa Rovner, thereby diversifying income via theatrical and rights. In July 2025, Metrograph Pictures announced a pause on new theatrical releases after its head, David Laub, joined as head of marketing and publicity. To foster audience loyalty, Metrograph introduced its membership program shortly after opening, offering annual passes for $50 that provide discounted $11 tickets (compared to the standard $18 price), priority seating, 10% off at the and bookstore, and access to exclusive events like filmmaker Q&As. A dual membership option allows two discounted tickets per screening, while single memberships auto-renew monthly at $5. In recent years, Metrograph has extended its reach digitally with the launch of Metrograph At Home in July 2020, a subscription-based streaming service featuring curated selections from its theatrical programming, available to members at no extra cost. The platform supports viewing on smart TVs and via a dedicated released in 2021, enabling on-the-go access to new releases, rediscoveries, and exclusive series. Further broadening its media presence, Metrograph debuted an in-house biannual print magazine titled The Metrograph in December 2024, featuring longform interviews, essays, and visual explorations of cinema for $25 per issue, available at the theater and online.

Reception and Cultural Significance

Metrograph has received widespread critical acclaim for its role in revitalizing repertory cinema in , with outlets praising its commitment to archival screenings and high-quality programming. Filmmaker Magazine highlighted the theater's opening in 2016 as a significant development, noting it as the first new independent movie house in in a decade and emphasizing its support for amid declining theater numbers. Director described Metrograph as "the coolest new theater in the world" in 2019, underscoring its stylish appeal and innovative approach to film exhibition. has covered its expansions, such as the launch of a print film magazine in 2024, positioning it as a throwback venue courting cinephiles with in-depth features on filmmakers like and . Audience reception has been strong, reflected in high engagement metrics and positive feedback. On Yelp, Metrograph holds a 4.0 out of 5 rating based on over 130 reviews, with patrons frequently commending its cozy atmosphere and unique programming. The theater's account boasts 274,000 followers, indicating robust presence and popularity among film enthusiasts. Attendance has been notably high since reopening, with reports of sold-out screenings for niche retrospectives and Q&As, contributing to its reputation as a vibrant hub for moviegoers. Culturally, Metrograph has emerged as a premier cinephile destination in an era dominated by streaming services, fostering community through its blend of screenings, events, and amenities like the restaurant. By prioritizing 35mm projections and rare archival films, it preserves cinematic history and counters the shift toward digital consumption, as noted in coverage of its programming balance of classics and new releases. The venue has cultivated a dedicated following of "fashionable and socially awkward movie nerds," as described in reviews, who attend for the social experience and celebrity interactions, such as Q&As with . During the , Metrograph faced significant challenges, closing its doors in March 2020 alongside other NYC theaters due to public health restrictions. It adapted by launching an online streaming platform in 2020, expanding access to its curated films and enabling virtual engagement during the shutdown. The theater reopened for in-person screenings in October 2021 with highlights like the 4K restoration of , marking a successful recovery through hybrid models that combined live events with digital offerings. In terms of recognitions, Metrograph earned a yearlong residency from the Academy of Motion Picture Arts and Sciences in 2017, hosting special programs that elevated its status in the film community. Its preservation efforts, including 35mm screenings and partnerships for restorations, have been acknowledged in industry discussions on sustaining independent cinema.

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