Farmington's city-owned Civic Theater is projecting just 26,000 attendees this year, barely half the 50,000 it needs to break even, and is relying on general fund transfers to stay open.
Chris Weber, the city's assistant city manager, treasurer and finance director, said the Grand River Avenue landmark drew 60,000 to 70,000 visitors annually before the pandemic, according to C&G Newspapers. Those numbers cratered after COVID-19 shutdowns and have not recovered.
At its June 15 meeting, the Farmington City Council unanimously approved extending the theater's $154,000 loan — originally due June 30, 2026 — to a new repayment deadline of June 30, 2027, with 4% annual interest, according to the city's meeting minutes. The loan combines $64,000 borrowed in November 2020 and $90,000 borrowed in May 2021. Weber said some past city loans to the theater have been repaid while others were forgiven.
New manager, new playbook
Clare Cooney, a Beverly Hills, Michigan, native and filmmaker who took over as theater manager in July 2025, is betting that upgraded amenities and broader programming can close the attendance gap. According to the city's hiring announcement, Cooney's feature directorial debut, Departing Seniors, premiered at the Chicago International Film Festival before screening at festivals in London and Cannes.
"My goal is to spend less money and make more," Cooney said.
Her plans include installing reclining seats in the first-floor auditorium, which would cut capacity from nearly 300 to about 200 seats. She is also pursuing a liquor license, exploring wood-fired pizza as a food option and expanding party rentals and special events.
Early numbers suggest traction. Social media marketing output has jumped 300% under Cooney, and theater rentals are up 20%. The theater now runs a monthly "One Night Only" classic film screening and a "Secret Cinema Night" where attendees guess the movie for a prize.
Cooney said she wants to program films residents won't find at the multiplex, including independent, foreign and classic titles alongside blockbusters.
What it costs
Matinee tickets run $5.75 before 6 p.m. General admission is $8.50. Seniors 60 and older and children 12 and under always pay the matinee price. Cooney noted prices may rise slightly.
The theater must repay the $154,000 loan, plus 4% annual interest, by June 30, 2027. Show times and information are available at thefct.com/now-playing or by calling (248) 474-1951.
