Picture this

The Picture House Regional Film Center, a state-of-the art cultural hub with a vibrant history – andthe oldest continuously running movie theater in Westchester County – is “screening” a new brand identity. The rebrand reflects the nonprofit’s place in the cultural landscape of the region, while providing a visual identity and voice, positioning the organization for the future. The new branding includes a new logo and a user-friendly website, which launched Jan. 10.

“Looking ahead to our centennial in 2021, we began to imagine what the second century of our beloved Picture House would look like,” Laura deBuys, president and executive director of The Picture House, said in a statement. “The Picture House means a lot of different things to different people. To some, it provokes nostalgia; to others, it’s an important contributor to the local economy; and to most it’s a cultural center providing intriguing film programming, entertainment and arts education in a community setting. We wanted a look and feel that brought all the varied connections and associations people have with this iconic institution together with our vision for the future. We’re excited to have this new brand to launch us into our second century.” 

The Picture House worked with New Rochelle-based brand identity and digital design agency The Workshop to develop the new logo, messaging and website.

“The distinct architecture and physical attributes of the Picture House’s 1921 building, specifically the roofline and the unique neon marquee, were great inspiration for the new visual identity of The Picture House,” said Curt Middleton, chief creative officer at The Workshop. “We were thrilled to be part of the retelling of this storied movie theater and we’re looking forward to watching its future unfold.”

A community anchor since 1921, The Picture House sees over 40,000 people annually and connects a diverse community by presenting films, educational programming and unique cultural offerings within and without its historic walls.

Playing in the Screening Room through Thursday, Jan. 17 is “Maria by Callas,” which tells the story of the talented, tempestuous, tragic soprano (1923-77) through rarely seen performances, interviews, home movies, photographs, letters and memoirs.

The Picture House is at 175 Wolfs Lane. For more, call 914-738-3161 or visit thepicturehouse.org.  

– By Georgette Gouveia

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