In an era of streaming video and 24-screen multiplexes, the "art house" movie theater is an endangered species. The strategy employed here is that the Roxie delivers unique films and a unique movie-going experience, bringing people together in a way that can't be duplicated. This was an early example of a cinema spot, before running spots in movie theaters became commonplace. The spot worked, and against all odds, the Roxie remains open to this day.
