Screenland Armour bets big on film — again

When co-owner Adam Roberts took over Screenland Armour in 2012, studios were rapidly switching from film to digital. Over a decade later, 35mm is making a comeback.

Why it matters: The $100,000-plus upgrade will make Screenland the only theater in the metro with the ability to regularly screen both 35mm and ultra-rare 70mm films, formats prized for their grain, depth and analog warmth.

• The setup will let the theater run both new releases like Christopher Nolan's "The Odyssey" and Ryan Coogler's "Sinners" and collector's prints of classics such as "2001: A Space Odyssey" or a perfectly battered "Texas Chainsaw Massacre."

Zoom out: Seeing a 70mm print usually means traveling to Chicago, Denver or farther.

What they're saying: "There's a whole generation of moviegoers who've never seen a projected film," Roberts told Axios. "For some people, this will be a milestone, something they've never had here before."

How it works: Screenland is installing dual 35mm/70mm reel-to-reel projectors refurbished by Magna-Tech.

• Reel-to-reel also means Screenland can borrow rare prints from private collectors, switching seamlessly between two synchronized projectors mid-film, a skill that's nearly extinct in multiplexes.

Follow the money: To help cover the $100,000-plus cost, Screenland is running a monthlong fundraiser with perks for movie lovers and businesses.

• Through August, fans can grab discounted tickets, bulk popcorn-and-drink combos, vintage posters, 35mm film strips as keepsakes and more.

What's next: If all goes to plan, installation will wrap in time for screenings before Thanksgiving.

• "The amount of grown men who said, 'This announcement brought tears to my eyes', I've never had that kind of reaction," Roberts said. "For some people, this is like waiting for a vacation. They can't wait."

The bottom line: Roberts compares watching film to seeing live music: imperfect, tangible, unrepeatable.

• "It's the difference between listening to a concert recording and being in the room. That flicker of light, that analog grain, you can't get that anywhere else."