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2013 Annual Meeting z
2013 Annual Meeting
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Film for our Community
It Takes a Community
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To sell you tickets. To pop and butter your popcorn. To select your films. To retrieve your membership card. To ice down your beer. To get you to the right theater. To fold our letters and stuff our envelopes. To polish our condiment counter. To keep the Tropic spic and span. To help with your membership form. To pour you a glass of wine. To deliver our flyers. To find that lost sweater. To clean our 3D glasses. To smile and say, “Hi! Welcome to the Tropic!”
Our Community of Volunteers
• Karen Andrei
• Ron Andrei
• Jeannee Arkin
• Judy Baldwin
• Marilyn Bamford
• Mary Jo Banks
• Harry Barnett
• Bill Basiliko
• Bill Bean
• Roxanne Bean
• Sara Benson
• Peggy Blevins
• John Bollinger
• Steve Bornstein
• Nance Boylan
• Ian Brockway
• Ryan Brooks
• Sharon Brophy
• Carol Buckley
• Ed Bulmer
• Huguette Bulmer
• Shelley Cambern
• Ray Campbell
• Suzanne Campbell
• Neil Chamberlain
• Pony Charvet
• H. B. Clark
• Marshall Cochrane
• Suzanne Coleman
• J. David Cooper
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Our Community of Volunteers
• Sandra Cornell
• Ann-Marie Coyne
• John Danley
• Patrick DeKeyrel
• Teresa DeKeyrel
• Ed DeMore
• Robert Dodd
• Margaret Domanski
• Cornelia Eckert
• Jerry Ehlen
• Emma Fehlig
• Lilli Ferguson
• Toni Ferraro
• Jack Fine
• Ed Flack
• Jordan Flores
• Perry Frantzman
• Glenn Frederick
• Veronika Frystacka
• Peter Geary
• Ken Gerken
• Peter Geary
• Ken Gerken
• Susan Gerken
• Chuck Gilmore
• Norma Gilmore
• Eddie Goldstein
• Christine Gorham
• Caitlyn Gray
• Ed Guillory
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Our Community of Volunteers
• Maggie Gutierrez
• Judy Hadley
• Terry Haney
• Larry Harcar
• Dottie Harden
• Jeffrey Harwell
• Ralph Heitman
• Bob Hesse
• Janet Hilliard
• Janet Hinkle
• Rick Holmes
• Olivia Huang
• Sue Huffaker
• J. B. Hunt
• George Hurd
• Janet Jenkins
• Michael Jensen
• Dee Johnson
• Hugh Johnson
• Larry Johnson
• Lucy Jones
• Armand Julian
• Sam Kearney
• Jill Keeler
• Elizabeth Kerns
• Peggy Klekner
• Andrea Kopelman
• Maureen Koza
• Mary Lamont
• Adam Lepine
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Our Community of Volunteers
• Mike Lepine
• Chris Lewis
• Jo Lockard
• Jennifer Lopes
• Tracy Loss
• David Lybrand
• Maria Lybrand
• Jessica Mack
• Marcelino Malpica
• Jo Marcus
• Lori Marshal
• Dottie Marine
• Al Martorelli
• Patrick McCarney
• Abalyn McMullen
• Talis McMullen
• Maryl Meise
• Eamon Meisner
• Toby Metz
• Lauren Meyers
• Lucy Meyers
• Taolan Meyers
• Annie Miners
• Nikki Miklos
• Erin Morris
• Derek Nelson
• Tyler Niccum
• Bruce Nielsen
• Donna O’Hearn
• Jennifer O’Malley
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Our Community of Volunteers
• John O’Malley
• John Parce
• Janet Pawlak
• Ron Pawlak
• Claire Perrault
• Robert Piasecki
• Sarah Preziosi
• Travis Preziosi
• Barbara Pullem
• Walter Price
• Susan Prince
• Mark Reinnoldt
• Richard Reynolds
• Jonas Reynosa
• Shirrel Rhoades
• Michael Robinson
• David Rooney
• Lee Rosenbaum
• Lisa Rowe
• Cindy Roy
• Nyiome Samson
• Steve Schievelbein
• Marianne Schippereit
• Mary Lynne Schulz
• Erin Scott
• Kathy Shackle
• George Sebren
• Cliff Simmen
• Jim Simmen
• Wanda Simmen
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Our Community of Volunteers
• Cindy Simpson
• Christine Smith
• Piper Smith
• Mark Sinnard
• Molly Stauffer
• Alex Symington
• Cork Tarplee
• Clara Taylor
• Steve Teachout
• Alan Teitelbaum
• Janie Teitelbaum
• Julia Tetrault
• Linda Townsend
• Kristen Wager
• Sid Waldman
• Dana Waltz
• Craig Wanous
• Lynn Wanous
• Bobbie Wanta
• Steve Wanta
• Mary Ann Westerlund
• Brent White
• Ronnie Whitehorn
• Zach Wilkerson
• Andy Williams
• Steph Wischerth
• Joanna Wood
• Ruth Yakaitis
• Vincent Zito
• Diane Zolotow
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Tropic Volunteers
180 Strong
Bring Life into the Tropic
and Bring the Tropic to Life.
Thank you.
Tropic Cinema’s Volunteer Board of Directors
Jon Allen, Chair
Ken Domanski, Vice Chair
George Cooper, Treasurer
S. Runi Goyal, Secretary
Wayne Kruer, Counsel
Judith Daykin
Benjamin Egnatz
Terry George
Kirksten “Corky” Irick
Michael Marrero
Holly S. Merrill
Linda Mewshaw
Karen Schievelbein
Piper Smith
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Our Staff
Matthew Helmerich, Executive Director
Lori Reid, Theater Manager
Scot Hoard, Programming Director and Web Master
Dan Schwab, Chief Projectionist
Jane Ireland, Membership Director
Susan Lozada, House Manager
John Abramson, Volunteer Coordinator and House Manager
Ozlem Berg, Projectionist
Steve Reynn, Projectionist
David Norwood, Accountant
Patricia Bollinger, Executive Coordinator
Jeffrey Jacobs, President, Jacob Entertainment, Inc., Film Buyer
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Our Finances
The mission of Tropic Cinema is to bring the world’s best film
to the Florida Keys and to promote the
“cultural, artistic and economic well-being”
of Key West and the Keys.
We work hard to achieve those goals for our community,
but they come at a cost.
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Tropic Cinema
Operating Budget
Fiscal Years 2010-11 and 2011-12
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November 1 – October 31 2011 and 2012
Earned Income FY 2010-11 FY2011-12 Percent Change
Gross Ticket Revenues $568,627
$614,079
+8%
Gross Concessions Revenues
315,946
322,130
+2%
Events Revenues 35,042 23,934 -32%
Tips 15,097 14,153 -6%
Gift Certificates 1,584 2,977 +88%
Total Gross Revenues $936,296
$977,273
+4%
Expenses FY 2010-11 FY 2011-12 Percent Change
Cost of Goods $420,731 $438,739 +4%
Staff 313,492 351,083 +12%
Facilities 236,563 237,169 +1%
Administrative 158,968 161,849 +2%
Total Expenses $1,129,754 $1,188,840 +5%
NET INCOME OR LOSS -$193,458 -$211,567 -9%
Our Most Valuable Resource
Our Most Unquantifiable Benefit
We calculate and account for our revenues and costs,
contributions and capital expenses as precisely as possible.
An indispensable resource – and one that would surely be one of our biggest
expenses could we accurately monetize the cost of the workforce –
is our volunteer corps.
The operating losses you see might well be twice as high without
the loyal and enthusiastic work of Tropic Cinema’s volunteers.
Our heartfelt thanks goes to our volunteers for keeping the Tropic Cinema vital and viable.
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Gross Concessions Sales
Here is how some of your favorite concessions sold.
Wine and beer continue to lead sales (with popcorn just behind)
representing 36% of total concessions revenues.
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November 1 – October 31 2011 and 2012 Description FY 2010-2011 revenues FY 2011-2012 revenues Percent Change
Popcorn $87,353 $93,325 +7%
Wine 82,136 90,053 +10%
Soda Fountain Drinks 47,174 46,498 -1%
Beer 22,609 24,748 +9%
Water 19,448 19,327 -1%
Candy 21,472 22,278 +4%
We could not begin to fulfill our mission without the
loyalty and generosity of members, donors, friends
and volunteers who support our hometown cinema.
Membership Revenues
Operating Contributions From Private Foundations and Individuals
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November 1 – October 31 2011 and 2012
FY 2010-11 FY 2011-12 Percent Change
$161,328 $160,022 -1%
November 1 – October 31 2011 and 2012
FY 2010-11 FY 2011-12 Percent Change
$855 $ 83,336 +9,000%
2012-13 Tropic Elf Appeal
Our 2012 Elf campaign raised more than $63,000 from 61 donors,
an average of $1,032 per donation.
Donations ranged from $25 to $10,000
Tropic Elf Revenues and Costs 2012 vs. 2013
2011-12 2012-13 Increase
Gross Revenues $43,191 $63,095 46%
Costs 3,001 3,753 25%
Net Revenues $40,180 $59,342 48%
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Premium Members for 2012
Robert N Alfandre
Jon Allen and Martin Kay
John Allison and Camille Blatz
Jane and Paul Athanas
Ross Claiborne
Thomas Cole
Judy Blume and George Cooper
Barbara and Evan Corns
Cynthia Crossen and James Gleick
Frederick Eberstadt
Dani and Kurt Fazekas
George Fernandez and Sam Trophia
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Sandra and Lee McMannis
Holly S. Merrill
Linda and Michael Mewshaw
Noreen and Robert Pollman
Katharine and Miles Prentice
Joyce and Wally Senney
Bunnie Smith and Jack Paul
Robert and Elena Spottswood
Todd and Lisa Stuart
Roger and Mary Ann Westerlund
Tom Wilson
Deb and Richard C. Young
Judy and Larry Franklin
Swati Runi Goyal and Walter Price
Mark Hayda and Keith Strickland
Ann L. Henderson
Betty Hettinger
Mindy and Dennis Holbert
Blake Hunter
Lynn and David Kaufelt
Rita Linder and Perry Arnold
Karen and John Lockwood
Laurie and Kevin McChesney
Platinum, GreenLight Team, Mogul
Major Donors for 2012
Bill Basiliko and Marcus Lundell
Judy Blume and George Cooper
Ross Claiborne
Judith Daykin
The Dogwood Foundation
The Helmerich Trust
Seward and Cecelia Johnson
Linda and Mike Mewshaw
Holly S. Merrill and Steve Turco
Claudia Miller
The Rodel Foundation
Tourist Development Council
$4,000 and above
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Our Films and Programs
In 2012,
Tropic Cinema customers bought
83,514 tickets
for 5,714 performances
of 252 different films and
events.
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2012’s Ten Top-Grossing Films
Film Gross Box Office
The Descendants $35,090
The Artist 32,174
Hugo 28,159
The Iron Lady 26,091
Lincoln 25,757
The Best Exotic Marigold Hotel 25,073
Moonrise Kingdom 19,939
Tinker Tailor Soldier Spy 17,487
Seven Psychopaths 16,462
Savages 14,941
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2012’s Twenty Top-Grossing Films
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The Descendants 35,090 The Artist 32,174 Hugo 28,159
26,091 Lincoln 25,757 The Best Exo c
Marigold Hotel
25,073 Moonrise Kingdom 19,939 Tinker Tailor Soldier Spy 17,487 Seven Psychopaths 16,462 Savages 14,941 Argo 12,661 To Rome With Love 10,498 The Girl With Dragon Tattoo 10,309 The Guilt Trip 10,043 Salmon Fishing in the Yemen 9,748 Bernie 9,722 The Hunger Games 8,964 My Week With Marilyn 8,843 Arbitrage 8,319 The Avengers 7,987
Film Gross Box Office
The Descendants $35,090
The Artist 32,174
Hugo 28,159
The Iron Lady 26,091
Lincoln 25,757
The Best Exotic Marigold Hotel 25,073
Moonrise Kingdom 19,939
Tinker Tailor Soldier Spy 17,487
Seven Psychopaths 16,462
Savages 14,941
Argo 12,661
To Rome With Love 10,498
The Girl With Dragon Tattoo 10,309
The Guilt Trip 10,043
Salmon Fishing in the Yemen 9,748
Bernie 9,722
The Hunger Games 8,964
My Week With Marilyn 8,843
Arbitrage 8,319
The Avengers 7,987
Our Revenue-Supported Tropic
• The Tropic’s top ten grossing films made 38%
of the cinemas film revenues.
• Our top twenty box office films made 54%
of our box office grosses
Our unique and balanced mix of indie and
wide-release films supports our opera and ballet
program, our Monday Movie Classics and our art-house, foreign and
documentary films all year long.
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Commitment to Quality Film
2013 Golden Globe Winning Films Screened at Tropic Cinema
• Amour – Best Foreign Language Film
• Argo – Best Motion Picture (Drama)
• Best Director
• Brave – Best Animated Feature Film
• Django Unchained – Best Screenplay
Best Performance by an Actor in a Supporting Role
• Les Miserables – Best Motion Picture (Comedy or Musical)
Best Performance by an Actor
Best Performance by an Actress in a Supporting Role
• Life of Pi – Best Original Score
• Lincoln – Best Performance by an Actor (Drama)
• Silver Linings Playbook – Best Performance by an Actress (Comedy or Musical)
• Zero Dark Thirty – Best Performance by an Actress (Drama)
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Commitment to Quality Film
2013 Oscar-Winning Films Screened at Tropic Cinema
Amour – Foreign Language Film
Anna Karenina – Costume Design
Argo – Best Picture
Film Editing
Adapted Screenplay
Brave – Animated Feature
Curfew – Live-Action Short Film
Django Unchained – Actor in a Supporting Role
Writing
Inocente – Documentary Short Subject
Les Miserables – Sound Mixing
Original Score
Actress in a Supporting Role
Makeup and Hairstyling
Life of Pi – Cinematography
Directing
Best Original Score
Visual Effects
Lincoln – Best Actor
Production Design
Paperman – Animated Short Film
Searching for Sugarman – Documentary Feature
Silver Linings Playbook – Actress in a Leading
Role
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Special Tropic Programs
• Tropic Cinema screened some 20 recorded European
ballets and operas.
• The Tropic hosted filmmakers Terry George, David Colby and
Ventura Pons who screened and discussed their films.
• Our Kids Saturday Movie Club screened a dozen
Saturday children’s movies for a buck a ticket for kids and their
grown-ups.
• The cinema played live performances, including Tom Judson’s
“Nature Boy” and a string quartet from the South Florida
Symphony Orchestra.
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Tropic Cinema and our Community
Tropic Cinema was a participant and venue for Key West’s first film festival.
Along with The San Carlos Institute, the festival screened nearly 40 films
over three days.
The Festival sold 1,133 film tickets, the majority of which were bought by
Tropic members.
Thank you.
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AIDS Help, Inc.
American Red Cross
Anchors Aweigh
Captain Tony Days
Community Foundation of the Florida Keys
Florida Keys Community College
Florida Council of the Arts
Florida Keys and Key West Film Commission
Helpline of the Florida Keys, Inc.
Key West Art and Historical Society
Key West Songwriters Festival
Leadership Monroe County
MARC House
Monroe County Public Schools
Monroe County Police Athletic League
PrideFest
Reef Relief
The Studios of Key West
U. S. Coast Guard
VNA & Hospice of the Florida Keys
Waterfront Playhouse
Wesley House Family Services
WomenFest
WLRN Community Advisory Board
Tropic Cinema is cultural town square for our Lower Keys community.
In 2012, we collaborated with not-for-profit and for-profit organizations for
screenings, meetings and live shows.
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The Tropic Student Leader Program
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The Tropic Student Leader Program
For a second year, Tropic Cinema in collaboration with Florida
Keys Council of the Arts and Monroe County schools, is creating
“policy leaders” exclusively for the Tropic.
The leaders will not only remind Tropic movie goers to turn off
cell phones and to become Tropic members, they’ll teach Keys
high school students the fundamentals of making and
appreciating film. The short films will screen before every Tropic
feature film in DCI projection.
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What’s Your Opinion?
It’s Your Opinion that Counts
We have a pretty good idea of what visitors think of the
Tropic Cinema. Florida Monthly magazine has named us
“Best Florida Cinema” for four years in a row. We’re
perennially Key West’s #1 “must-see” attraction on
TripAdvisor.com.
We love the compliments, but . . .
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It’s Your Opinion that Counts
We are most interested in what our members and regular
customers think of their Tropic experience.
For the second year, we e-mailed a survey to our customers
to find out what you think.
Our 2012 survey’s nearly 17% response rate indicates a
95% confidence level with a margin of error + or – 3.8%.
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How satisfied are you with your Tropic Experience?
91.3 % top 2 levels
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What do we do well at the Tropic?
(Top 3 answers)
• Films (55%) Films, our responders say, are what we do best. The phrases “great
movies” and “good movies” appear in 178 answers.
• Service (49%) Only 6% fewer responders commented on service than films.
“Friendly, helpful and welcoming!!” and “friendly – helpful – always pleasant” are
typical responses “courteous and efficient,” “excellent customer service” and “unmatched
courtesy and friendliness by all who work there.”
• Food and Drink (42%) 197 survey responders had good things to say about
our concessions offerings. Many of the comments are general: “Have good
snacks and drinks” and “good concessions” are typical. But customers single out
buttered popcorn and wine and beer (our biggest sellers). “Popcorn has real
butter [and I] can get a glass of wine,” says one responder.
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What could we do better?
(Top 3 answers)
• Nothing (35%) Responders to this question either say nothing or respond in a generally
positive way. In fact, scores of responders answer with the word “nothing.” “Can't think of
anything” or “continue what you are doing” are representative responses. “Just keep doing what
you are doing -- you've exceeded our expectations,” says one responder.
• Films (25%) About 58 responders to this question thought our films could improve when
suggesting what we could do better. Most complained about the dearth of indie and foreign films:
“More non mainstream movies; more foreign and indie movies.”
• Food and Drink (7%) The two most frequent criticisms among the 33 responders who
were unhappy with our food and drink are that we have stopped serving coffee and the hope that
we would focus more on healthy snacks. “Add some fruit or healthy snacks,” was a typical
comment.
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How likely are you to recommend a Tropic membership to a friend?
98% top two levels
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What’s New at the Tropic?
Have you seen our new popcorn machine?
Tropic Elf gift from Judy Blume and George Cooper
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For premium Tropic members the
perfect night out has been
improved.
Some things just go together.
The birds and the bees. Peanut butter and jelly.
And dinner and a Tropic movie — a classic combo,
the perfect Key West evening out.
Our premium members get 20% off their food bill for two people
at some of Key West’s best restaurants. Join or raise your current
membership to become an Indie Producer, Producer, Mogul,
Greenlight or Platinum member and you’re automatically in the
Tropic Dinner Club — no charge, no paperwork.
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It Only Gets Better
Tropic Cinema circa. 2002 Tropic Cinema Today
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Improving your Tropic Experience
From the moment we opened our doors in 2004,
Tropic Cinema has worked to make your
moviegoing experience the best it can be.
That work continues today.
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Improving your Tropic Experience
With the loyal support of the Tourist Development Council and
generous Tropic friends, the Tropic will make basic improvements
to the cinema starting this summer.
• A Luminous Façade The glass brick façade of the Tropic was once a radiant,
jewel-like surface suffused with colored light. New LED lighting will bring our grand entrance
back to dazzling life, beckoning visitors to the cinema.
• Better Aisle Lighting One of our most important concerns at the Tropic is to
keep our customers safe and secure. We’re replacing the small safety lights that illuminate
the steps, ramps and aisles in our theaters. They make it possible to see where you’re
stepping during a film and light the way for theater ingress and egress between movies.
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Improving your Tropic Experience
• Quiet and Efficient Air Conditioners Air conditioners work hard in Key
West. Air conditioners at the Tropic work even harder than most: Building ordinances require
that businesses where people stay for more than two hours, like cinemas, provide a
significantly higher fresh-air exchange ratio than regular commercial buildings. We’re
improving our air conditioning equipment for more efficient and quieter comfort control.
• Eliminating Ambient Noise The audio quality of film presentation isn’t just
about excellent sound equipment. It’s also about the equipment that hushes unwanted sound
from others theaters. We’re creating a sound-proof barrier between entrances to The Taylor
and The George to improve our sound quality.
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Improving your Tropic Experience
• 100% DCI DCI compliant projection has overtaken the film world. 35 mm film
has all but disappeared from new production and less sophisticated forms of digital projection
are fading. The TDC and The Rodel Foundation helped bring Tropic Cinema into the 21st
century of film presentation with three new DCI projectors. We did not convert The George
because we didn’t have the room for the large projector. But DCI technology hasn’t stood still
– and now we can have a small, silent, cool projector that can hang from the ceiling in The
George. In addition to improving the quality of projection in theater, it will give us the
flexibility of showing a wider variety of movies, including new releases.
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Improving your Tropic Experience
These important capital improvements would be out of the reach
of Tropic Cinema were it not for generous funding by:
Tourist Development Council of Monroe County
The Rodel Foundation
The Dogwood Foundation
Judy Blume and George Cooper
Capital Contributors to our Tropic Elf Appeal
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It’s All About Community
There’s one reason Tropic Cinema is best.
That reason is you.
Our volunteers, donors, members, county government
and visitors keep the world of film alive in Key West.
Because of our mutual love of the movies, we’ll continue to
make your Tropic experience the best it can be.
Thank you!
We’ll see you at the Tropic!
