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The AVFilm Board of Directors has approved the leases for the formation of PLAZA CINEMA CENTER, a two-story center for the exhibition, study, and enjoyment of film and media arts, at 371 Healdsburg Ave., Healdsburg, Calif. The center will represent a physical expression of AVFilm’s mission to educate, empower, and engage students of all ages though the transformative power of film.

Next, the Board and Staff will embark on a Capital Campaign to fund the leasehold improvements and operational growth necessary to run the Center.

Naming opportunities are available. For details, please contact Executive Director Kathryn Hecht at kathryn.hecht[at] or 707.278.9624.


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plaza cinema center


Sharing film experiences positively transforms individual lives and the broader community by generating joy, creating new understandings, and opening hearts and minds.


Movie theaters, which are a primary communal space, have closed across the region, eliminating what had traditionally been a social hub. Adults are more divided and isolated than ever, and young people are reporting record levels of disconnection and poor mental health. The North Bay needs a center with a community gathering place for watching movies, and film & media arts education, a maker space for storytellers, and a setting where individuals of all ages can meet and connect.


Plaza Cinema Center will greatly enhance life in the North Bay by connecting the community with movies and each other. Through film’s unique accessibility and power to unite and educate, we inspire people and stimulate dialogue. We enrich individual lives to invite a more inclusive, empathetic, and informed society.


Plaza Cinema Center will be an accessible center welcoming a richly diverse community for cinematic exploration. Through education, entertainment, and the support of artists, we will courageously challenge the status quo, lifting up and centering each unique voice.