Gorzeman- Community Leader Profile- Lawren Desai
Eric Gorzeman
Dr. Rubino
Women Entrepreneurs: Profile on Lawren Desai
Aperture, Winston-Salem’s popular indie movie theater and brainchild of Wake MBA grad, Lawren Desai, may show some of the most interesting and creative movies in town. But since it opened on 5th Street in 2010, it’s also been a key attraction that’s helped the revival of downtown.
“Winston has changed a lot since 2010- There was only a Mellow Mushroom, no Camino Bakery when we first got started,” Desai said. “Now there is a lot more downtown, and I am happy to have been able to contribute to that.”
Lawren Desai is the owner and manager of Aperture Cinema, the downtown Winston-Salem independent movie theater, known for its independent and art-house film showings, including some selections from the Riverrun International Film Festival every April. Desai, a Winston-Salem native who remembered how vacant and quiet downtown used to feel, has transitioned from being a passionate film enthusiast to trying to break into the film industry to finally finding a way to curate and bring interesting film to her hometown, known as the city of arts and innovation.
“She’s not an owner or a boss. She’s just trying to educate the public and bring entertainment to them,” said Nate Loftin, a long-time employee at Aperture Cinema in downtown Winston-Salem. “Aperture is so much more than just a movie theater.”
When Desai left the Triad to go to the University of Pennsylvania in Philadelphia, “I said that I wanted to go to a big city- and that I was never coming back.” And she did not, at least for a while.
“I sort of dabbled in the film industry and almost went to graduate school for film,” she said. “I really developed my interest in film when I was out in L.A., but my real interest is independent films, the stuff that we are showing here.”
Desai went out to Los Angeles without at any plans, just aspirations and a love of movies. “I took internships and whatever I could get.” Desai said.
She then returned to Winston-Salem to work with the film department at Wake Forest. After another stint away, this time pursuing film industry work in New York, she decided that she liked to watch and show movies more than she liked to make them. That led her to get her MBA from Wake Forest.
There at Wake Forest, she met her husband and found a job as a financial analyst in Greensboro. Desai had given up hope on her career in the film industry until the birth of her son. Desai noticed a lack of places to enjoy independent and art-house movies in Winston-Salem. There was an independent film theater in Greensboro, about 40 minutes away from downtown, but none in Winston.
“You start writing a business plan- you don’t think that it could happen, it just kind of happens.” Desai said. It started in fall of 2008 and the building was under construction in the beginning of August 2009. The business plan quickly took off for Desai and turned a dream into a reality.
Aperture, opening with two screens, started off as a for-profit venture in January 2010. It has since expanded up to four screens to meet increased demand for independent and art-house movies.
Desai was able to convince Riverrun to move their headquarters downtown with Aperture as they were a much better place to screen the independent films.
There has been a lot of challenges for Desai and Aperture in its seven years.
In 2013 Aperture had to transition from 35mm to digital because the distributors required the upgrade, which was a massive setback to Aperture since it requires large up-front costs to buy the equipment.
Another hurdle for Desai and Aperture was a change in the business plan. “We transitioned last year to a non-profit from a for-profit at the start of 2017. We converted to a non-profit and we transferred all ownership, and now as a non-profit, they can fundraise and apply for grants. Around 75% of all independent cinemas are non-profits around the country.” Desai said.
Aperture has gained a lot of community support around Winston, especially from a tight knit group of “regulars” as Loftin calls them. Many people come to Aperture for the community and atmosphere. “Often we have to kick people out after the showings because they stay around and talk about the movie for an hour or two, long after we have closed.” Loftin said.
Desai can create this community and social atmosphere through creating an environment open to discuss and enjoy films. The whole vibe to Aperture creates a homey and welcoming feeling, a place to buy a snack, a local Foothills beer, and/or baked goods from a local favorite, Camino Bakery.
“Desai does an excellent job of creating an atmosphere for the movies she shows there. She has been a key part of the re-boom of downtown.” Dedee Johnston, Chief Officer of Sustainability at Wake Forest, said about Desai.
Desai annually goes to Sundance and the Toronto Film festivals to curate films for Aperture.
Aperture has been expanding into showing other traditional films too. For example, Aperture recently opened up Jordan Peele’s critically acclaimed film, Get Out, this past weekend.
Desai’s next goal? Trying to bring out more Wake Forest students outside of the “Wake bubble” and into downtown.
“We are the city of arts and innovation. Film has to be a part of that,” Desai said. “Film, to me, is one of the most accessible and one of the most communal art forms. Us being here contributes to Winston being the city of arts and innovation.”
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