One of the Hiway's projection booth's vintage film projectors

As another successful season of great programming comes to a close, we're often asked the same question:

"How do you decide what movies to show?"

The answer is a little more complicated than simply picking great films.

Long before a movie arrives on our screens, our programming team is researching upcoming releases, attending festivals and industry screenings, reading trade publications, and working closely with our film booker to identify the titles that will resonate with our audiences. But even after we've found a film we'd love to play, bringing it to our theater depends on a much larger puzzle.

Independent theaters like ours work directly with film distributors. These relationships are at the heart of everything we do. Distributors determine when and where films are available, including how many screens they will show on nationally, how long they must play, and under what conditions. Maintaining strong partnerships ensures that we'll continue to have access to the blockbuster, independent, foreign, cult/horror, and specialty films our audiences love.

For our first-run films, we agree to certain booking terms, which often include playing a film on every available showtime and keeping it on screen for a minimum amount of time if it's performing well. First-run films also typically come with a film rental fee based on a percentage of each ticket sold. Special event films, meanwhile, may be booked under a percentage-of-sales arrangement or for a flat rental fee. These costs are an important part of what goes into bringing each film to the Hiway, along with staffing and other operational expenses.

That's why we sometimes can't shorten a run to make room for another movie—or why we don't always know our next week's schedule until just a few days before it begins. This is especially challenging for single-screen theaters like the Hiway. These distributor requirements are why we often cannot share showtimes between new films, and have more difficulty planning special screenings, like classic films. Every week, our staff works behind the scenes to create a lineup that balances audience favorites, emerging independent voices, educational programming, and beloved classics—all while navigating an ever-changing release calendar. Programming also requires looking months ahead. Our staff works backward from key film release dates, balancing anticipated audience demand, limited screen space, and commitments to distributors. (And sometimes these release schedules change at the last minute - meaning we have to scramble and rebuild our whole schedule!)

Special events—from classic film series and educational talks to member screenings and community partnerships—are an essential part of our programming, creating unique experiences that go beyond first-run films. Because distributors expect us to devote most showtimes to current releases, many of these events are carefully scheduled as late evening screenings or during openings in our regular programming calendar. Every event is thoughtfully planned around our existing film commitments so we can continue offering both exciting new releases and the unique experiences that make the Hiway Theater special.

A full crowd at one of our TerrorThon screenings

Whether it's a first-run independent film, a beloved '70s classic, a family favorite, a late-night cult sleeper hit, or a horror film best experienced with a packed audience, every title is chosen with our community in mind. If you joined us for our Seventies Sundays, Family Matinees, Cult Cinema Club or Horror at the Hiway screenings, we hope you experienced what makes the Hiway's programming so special: bringing audiences together to enjoy timeless films the way they were meant to be seen—on the big screen, in a room full of fellow movie lovers.

This fall, we're taking that spirit to the next level with our fourth annual TerrorThon. Horror fans gather for an unforgettable weekend celebrating all cross-sections of the genre, featuring poltergeists, zombies, and classic monsters! Whether you're a TerrorThon veteran or brave enough to attend for the first time, we hope you'll join us for a weekend of scares, surprises, and a celebration of the passionate horror community that makes TerrorThon one of our most anticipated annual events.

Some of last year's TerrorThon completists proudly display their stickers declaring, "I survived 14 hours of horror films at the Hiway Theater."

Did you know you can directly support the programming you love?

Through our Film & Event Underwriting Program, individuals and businesses can help make special screenings, classic film series and community programs, such as our $5 Family Matinee series or Seventies Sundays, possible. Underwriters can receive recognition before the event and play a meaningful role in expanding the unique cinematic experiences we can offer throughout the year.

Your support helps us continue presenting the films—and the unforgettable shared experiences—that simply can't be replicated at home.

You can view our current Special Programs to see the programming you could help support!

Community members enjoying the Hiway Theater

Behind every membership and every patron is a story. Maybe it's a favorite film you discovered, a tradition you've started with your family, the excitement of seeing a beloved classic back on the big screen, or you've simply found a place that feels like home. We'd love to hear what the Hiway Theater means to you.

As a member-supported nonprofit theater, the stories of our community are at the heart of everything we do. Your experiences remind us why independent cinema matters—and they inspire others to become part of it.

Do you have a favorite Hiway Theater memory or a reason you love being a member? Share your story with us! We may feature your testimonial in a future newsletter, on our website, or on social media.

Share your story here »

Our members and donors generously contributed towards needed upgrades in our projection booth. We continue to work with our equipment provider and installer to select the best equipment to support the Hiway's programming.

We have numerous projects planned for the community's 123-year-old cinema. Our next priority is updating the lobby – specifically replacing the lobby carpet. Every great movie experience begins the moment you walk through the doors, and since the theater reopened in 2003, over 600,000 patrons have crossed the lobby. A new carpet will refresh the space while creating a more welcoming environment for every guest who visits the theater for years to come.

The Hiway Theater's lobby carpet project

As a single-screen nonprofit theater, we cannot make these kinds of improvements at the Hiway without the generous donor support. Five years on from reopening post-pandemic, annual attendance has not yet returned to pre-pandemic levels. Every contribution brings us one step closer to making this kind of much-needed upgrade, as well as ensuring the theater can make other unexpected repairs to systems like our heating and sprinklers (less eye-catching than the carpet but very important).

Visit our Donation page for more information or to Make a Gift to support the theater.