By Jorge Perezchica
In an era dominated by streaming platforms and shrinking theatrical windows, the idea of a thriving, independent movie theater might feel like a relic of the past. But in Palm Springs, Festival Theaters is pushing back against that narrative—one screening, one filmmaker Q&A, and one community collaboration at a time.
At the center of it all is Zach Solomon, a Coachella Valley native whose lifelong passion for cinema has come full circle.
“I grew up going to movies out here,” Solomon says. “Now I’m trying to build the kind of theater I wish we had.”
From Film Festival Foundation to a New Vision
Before stepping into his role as general manager and programmer at Festival Theaters, Solomon spent 15 years with the Palm Springs International Film Festival, where he served as Membership and Education Manager. His time there gave him a deep understanding of the local audience—and a rare, behind-the-scenes look at the global film landscape.
“It taught me everything,” he says. “Film studios, release schedules, the awards circuit. But also how unique our audience is here. People in this valley are already seeing international films because of the festival.”
That insight now shapes his approach at Festival Theaters, currently the only independent first-run commercial cinema in the Coachella Valley.
Filling a Cultural Gap
Solomon’s mission is clear: revive the spirit of independent moviegoing that once thrived locally.
“We’ve seen places like the Cinemas Palm d’Or go away, and the Camelot pivot because they had to,” he explains. “It would be really sad if we didn’t have a cinema that was truly movie-forward.”
Unlike traditional multiplexes driven primarily by concession sales, Solomon is focused on creating a theater where films—not just popcorn—take center stage.
That means programming everything from major studio releases to international, independent, and art house films—all under one roof.
“It’s about balance,” he says. “The big movies help pay the bills. But the identity comes from the programming.”
A Theater Built for Cinephiles
With nine screens to work with, Festival Theaters has the flexibility to cater to multiple audiences at once. On any given week, blockbuster titles can share space with festival favorites and under-the-radar indie films that might otherwise skip the desert entirely.
Solomon’s inspiration comes from iconic cinema spaces across the country—from repertory theaters in New York to hybrid dine-in concepts in Brooklyn and beyond.
“I want this to be the movie theater for cinephiles,” he says. “But also a place where anyone in the valley feels like they’re part of something.”
That “something” extends beyond the screen.
Rather than simply programming films he personally enjoys, Solomon says his approach is grounded in imagining the kind of cinema experience he always wished existed in the desert.
“I try to think about what things the audience that I know is coming to the theater would like,” he says. “But I really just try to come from a place of — if I had my own dream movie theater in the desert, what would I want that to look like and what would I be excited to go to?”
Drawing inspiration from Los Angeles institutions like the New Beverly Cinema and Vidiots, along with New York’s Film Forum and Metrograph, Solomon hopes to bring that same energy and sense of discovery to Palm Springs.
“It’s so fun and engaging, and we haven’t really had anything like that since I’ve lived here,” he says. “I really want to bring as much of that as I can to this movie theater and make something special here — something that I would attend and be excited to have in my city if I wasn’t working for it.”
Community First, Always
More than anything, Solomon sees Festival Theaters as a community hub—one that invites collaboration from across the Coachella Valley.
From drag-themed screenings and free family movie nights to partnerships with local organizations and businesses, the theater is actively building connections.
“We’re really open,” he says. “If someone has an idea and can bring even 15 or 20 people, we’ll make it happen.”
Recent events include a trans awareness film showcase in partnership with St. John’s Hospital, as well as the Palm Springs Book Festival, which brought authors and audiences together inside the theater.
Looking ahead, Solomon is especially excited about upcoming filmmaker Q&As and curated series—including an upcoming screening of Hard Eight followed by a Q&A with acclaimed director Paul Thomas Anderson on Thursday, May 14 at 7:30 p.m.
A Theater for the Entire Coachella Valley
Festival Theaters isn’t just about Palm Springs—to Solomon, it’s about creating a movie destination for the entire valley.
“I really want to be a movie theater that the whole Coachella Valley can get behind,” he says. “The way I feel about growing up here and being a part of this valley is — I really feel like this is all one big city, and all of these places are neighborhoods.”
While each city in the valley may have its own identity, Solomon sees the region as one connected creative community. That mindset is shaping the theater’s outreach and collaborations.
“I really want to be a distinct movie theater in the Coachella Valley that people are willing to come from further out to support because they can see that what we’re doing with programming is unique,” he says.
Part of that effort includes collaborations with local businesses and creatives throughout the valley, including Rosemary Hi-Fi in Indio on an upcoming “Needle Drop” screening series exploring the history of pop music in cinema.
More importantly, Solomon wants Festival Theaters to function as an open platform for the community itself.
“If people have ideas of programs that they want to do — especially if they feel like they have an audience or a following — I’ll program and work with anybody locally on anything,” he says. “Being a nine-screen movie theater makes it so I have a lot of room to work with.”
That openness extends to independent film clubs, niche screening series, cult movie nights, and grassroots creative events.
“If you come to me with the programming idea and you tell me that you can get 15 or 20 people in a screening, then I’ll make it happen,” Solomon says. “We can give your idea, your program, a platform.”
The “Needle Drop” Series
One of Festival Theaters’ most distinctive collaborations is the “Needle Drop” series created in partnership with Rosemary Hi-Fi — the Coachella Valley’s first vinyl listening lounge and natural wine bar located in downtown Indio.
The series explores the history of pop music in cinema through curated vinyl listening sessions, film discussions, and screenings.
Inspired by a presentation series created by his friend Joel at the Annenberg, Solomon is adapting the format into a chronological exploration of how pop music shaped film history — beginning in the late 1960s with films like The Graduate and continuing through directors such as Martin Scorsese, Quentin Tarantino, Paul Thomas Anderson, Wes Anderson, and David Fincher.
“It’s really fun,” Solomon says. “Adrian, who owns Rosemary Hi-Fi, is a buddy of mine, and the collaboration felt like a natural fit.”
The series could eventually span as many as eight weeks, with the films discussed during the presentations later screening at Festival Theaters.
“The fun segment’s going to really be the ’90s,” Solomon says. “There’s just so many cool examples in international cinema.”
Projects like the “Needle Drop” series are about more than nostalgia, Solomon says. They’re about building audience engagement and cultivating appreciation for repertory cinema in the valley.
“I’m basically doing it for fun and for free,” he says. “I hope people come to the movies afterward and I see it as outreach.”
Reimagining the Moviegoing Experience
Festival Theaters is also evolving physically. A new café is currently under construction, with plans to offer high-quality coffee, fresh food, and a more elevated concession experience.
Further down the line, Solomon envisions dine-in theaters, a speakeasy-style bar, and upgraded screening technology.
“We inherited a lot of challenges with the building,” he admits. “But we’re working toward something really special.”
The Biggest Challenge? Getting People Back to the Movies
Despite the momentum, Solomon is candid about the realities of the industry.
“The hardest part is getting people to go to the movies,” he says. “Audiences got used to watching everything at home. And there’s just so much content now.”
The challenge goes beyond competing with streaming platforms. It’s about reminding audiences what makes the theatrical experience meaningful in the first place.
“What makes an experience cinematic is quality of experience as far as sound and visual,” he says. “But it’s also cultural and community-based.”
Still, he remains optimistic.
“I’m not fighting streaming,” he adds. “But I do think there’s something you can’t replicate—the communal experience, the energy of a theater, the connection.”
Looking Ahead to ShortFest
As Festival Theaters continues to expand its programming and community outreach, Solomon is also preparing for the return of the Palm Springs International ShortFest, taking place June 23–29 in Palm Springs.
Widely regarded as one of the largest and most respected short film festivals in North America, ShortFest is a weeklong celebration of bold storytelling, emerging voices, and visionary films from around the world, featuring filmmaker conversations, industry panels, and nightly events throughout the city.
The festival remains one of the most energizing cinematic experiences the Coachella Valley has to offer.
“ShortFest is so accessible. So many young filmmakers. There’s so much energy,” he says. “It’s such a unique thing that we have back here.”
Having worked with the festival for years, Solomon says the event continues to reignite his passion for cinema every summer.
“Every time I go to ShortFest or I’m working ShortFest, I just feel reinvigorated about movies and filmmakers afterward,” he says. “I’m grateful that we have it again this summer, and I just want to make whatever they need happen so that we continue to be one of their hubs and locations for the festival.”
A Future Worth Showing Up For
Ultimately, Solomon’s goal is simple: to create a cinema that the entire Coachella Valley can rally behind.
“I want people to feel proud that this exists here,” he says. “And to know that if there’s a film they care about, they won’t have to drive to L.A. to see it.”
In a region known for its festivals, art, music, and culture, Festival Theaters is positioning itself as more than just a place to watch movies — it’s becoming a gathering place for film lovers across the Coachella Valley.
For more information visit Festival Theaters