By Kyle J. Jensen

UW News Lab

Arif Amaani is many things. He is an entrepreneur, film enthusiast and former collegiate athlete. Yet more than anything, he is an entertainer.

“There is not a script for soccer,” Amaani said about his days playing soccer for Seattle University. “Sometimes, you need to be a little creative.”

That’s also his approach to business. Originally from Dhaka, Bangladesh, Amaani is the owner of Totem Lake Cinema, which has shown Bollywood films for the last 14 years. Since then, he has seen plenty of changes in film — the digital shift, Netflix and inflated ticket prices, all of which have contributed to his decision to start showing second-run films.

So why does he stick with the erratic film industry? The entertainment value.

“Enjoyment isn’t money for me,” Amaani said. “When I see that I give an audience something to cheer about, it makes me happy. That is what it’s all about.”

During the last two years, business at Totem Lake Cinema has changed. Larger theaters have begun to show Bollywood films, causing the audience to scatter to varying theaters.

Amaani, realizing the need to keep up with the evolving industry, decided to transform his cinema. With movie prices rising, he believes that audiences will appreciate a cheaper theater experience.

In its heyday, Totem Lake Cinema was a meeting place for the Eastside’s south Asian community. Crowds would dress up in festive gear, interact with one another during the films and connect to the entire cinema experience, according to Amaani.

Even though much of that has changed, the theater will hold on to some of its old character.

“We will still show Bollywood films but we are adding the second-run aspect to give the Kirkland community something new to enjoy,” Amaani said.

Tickets are priced at $3-$4, a third of the price for most first-run films. To kick-start the second-run format, the theater is currently showing “The Hobbit: The Battle of the Five Armies” and “Hunger Games: Mockingjay Part 1”.

Sohel Azhar, Amaani’s brother, points to the cheap prices and family-oriented atmosphere as the biggest draw.

“There is still a vintage charm to the theater, and a family can watch a film for no more than $20,” Azhar said.

The cinema isn’t the only business currently undergoing changes in the area. The Kirkland City Council approved a redevelopment of Totem Lake Mall on March 3, something that has long been discussed.

As Kirkland’s population grows, the mall receives more traffic and visibility, which gives Amaani hope for the future of the cinema and the mall as a whole.

“It’s been a quiet mall, but a lot of things have happened recently so I think this will be a good time to bring something new to the community,” said Amaani. “The mall has been leasing more buildings recently and there are a lot fewer empty spaces than before.”

Ellen Miller-Wolfe, economic development manager for the city of Kirkland, said the Totem Lake Malls redevelopment plan has been on the city’s agenda for years.

“The city has been discussing it for a while, but only recently has a new potential owner come forward,” Wolfe said.

It’s too early in the process to say what exactly will happen to the mall, but there is a high possibility that much of the empty space will be torn down and revamped, according to Wolfe.

“We should have a better idea of what exactly will happen come the end of March,” Wolfe said.

Seeking to satisfy his itch to entertain, Amaani hopes that the potential redevelopment plan and his eye for a niche will help bring new business to Totem Lake Cinema.

“It will make me feel good to see a large crowd again whether it is for Bollywood or Hollywood films, as long as I give the community something to offer,” Amaani said. “The thought excites me.”

Although Totem Lake Cinema may not have the Bollywood experience that it once did, a new experience has begun — a more communal experience. Perhaps the audience Amaani needs is the one he is trying to reach — the local community.

“I will make a new connection with a new audience, even though I’ll still have some of my old regulars,” Amaani said. “But I want to bring in a broader crowd, hopefully the Kirkland community.”

Kyle J. Jensen is a student with the University of Washington News Lab.