There was a movie theater in Great Barrington, but it only brought in the big blockbuster films. Richard and Joe knew they personally preferred the smaller budget and foreign films. They calculated that since Great Barrington is a week-end and summer retreat from both New York City and Boston, there would be plenty of people like them who would like to go to the movies but who wouldn't want to bother with the newest sex/violence Hollywood creation.

Topic for Discussion: Did Richard and Joe begin with the goal to be different?

Answer: Not really. For the first year-and-a-half they contracted with a large movie theater operator and functioned as the owner of the building leasing out the space. However, they found that the big company wasn't really in touch with the community and that the traffic wasn't what they hoped it would be.

Also the operator was programming the Triplex too much like the other theater in town.

You think about it: How did they arrive at their unique identity as a theater?

POSSIBLE ANSWERS: They hired a booker who had experience booking films for an older more sophisticated audience that was not being served by the competitor. Then they hired a manager to oversee the day-to-day operations.

TOPIC FOR DISCUSSION: Did they try to learn the film booking business themselves?

POSSIBLE ANSWERS: No. But Richard said he is always trying to figure out why one movie works and another doesn't. They do not want to be tied to the detail of choosing the films. This comes partly from their experience of being "hands-on" in other businesses and also because they don't have to take money out of the business to live.

TOPIC FOR DISCUSSION: Do you think that the personality and communication skills of Alex, the manager, contribute to the way the townspeople feel about the Triplex?

POSSIBLE ANSWERS: Yes. In a small town one business leader can make an impact. The fact that Richard is active in the Chamber of Commerce and both he and Joe are often at the theater is good for business..