The Criterion in Oklahoma City: Repertory Programming and Renovation History on East Sheridan Avenue

The Criterion sits at 405 West Sheridan Avenue in downtown Oklahoma City, functioning as the city's primary nonprofit arthouse cinema. This article explains what the Criterion offers, how its programming differs from multiplex alternatives, and what its recent restoration reveals about Oklahoma City's approach to cultural infrastructure.

Programming Philosophy and Repertory Model

The Criterion operates as a repertory theater, meaning it rotates films across multiple screens rather than running the same blockbuster on all screens simultaneously. On any given week, the theater might show a newly released independent drama, a restored 35mm print of a canonical film from the 1970s, a contemporary international title with subtitles, and a documentary. This model serves audiences seeking cinema beyond what the AMC or Regal multiplexes in Bricktown or the suburban markets carry.

Repertory programming requires curatorial decision-making. The Criterion's selection committee determines which films reach Oklahoma City audiences, a responsibility that shapes what residents see and when they see it. A film festival-style rotation means limited runs: a single title often plays for one or two weeks before the next slate arrives. This differs fundamentally from commercial multiplexes, where a hit film occupies a screen for six to eight weeks. For viewers, this creates scheduling pressure. Missing a Friday showing of a restored Criterion Collection release or an award-season documentary often means waiting months for another opportunity.

The economic model depends on membership and ticket revenue. Individual tickets typically cost between $10 and $14, with discounts for members and students. Membership tiers fund programming acquisitions and facility operations. Oklahoma City's population base of roughly 650,000 in the metro area provides enough density for a sustainable arthouse operation, though the theater competes for attendance against streaming services and the convenience of home viewing.

Renovation and Building Identity

The Criterion underwent significant renovation beginning in the mid-2010s. The project restored the theater's 1928 Art Deco facade and rebuilt interior spaces while preserving historical architectural details. The renovation increased screen count from two to four screens, expanded the lobby, and upgraded projection and sound systems to digital and 35mm capability.

This restoration matters beyond aesthetics. It signaled that Oklahoma City's civic leadership viewed the Criterion as cultural infrastructure worth substantial reinvestment, comparable to the care directed toward the Bricktown Canal district or the Oklahoma City National Memorial and Museum. The choice to restore rather than demolish and rebuild affirmed the building's historical value within the downtown cultural corridor.

The four-screen layout shapes scheduling and audience experience. With limited screens, the Criterion cannot simultaneously run as wide a selection as a 12-screen multiplex. Instead, the theater prioritizes depth. A single prestigious title might occupy one screen for extended discussion and attendance, while experimental or niche programming occupies another. This requires the curatorial team to predict demand and allocate screens strategically.

Geographic and Cultural Context

The Criterion's location on East Sheridan Avenue positions it within walking distance of the Oklahoma City Museum of Art (directly across the street), the Myriad Botanical Gardens to the south, and the galleries and studios of the Paseo Arts District, roughly six blocks west. This clustering is not accidental. Downtown cultural institutions benefit from proximity, as visitors often chain multiple stops into a single outing. Someone attending an afternoon exhibition at the Oklahoma City Museum of Art might catch an evening film at the Criterion, and vice versa.

The Paseo Arts District, running along NW 30th Street between NW 28th and NW 32nd, operates with different economics and mission. The Paseo houses artist studios, independent galleries, and performance spaces that often operate on nonprofit or artist-run models. The Criterion differs in scale and institutional maturity, but shares the mission of circulating art forms beyond commercial mainstream channels.

Downtown Oklahoma City's revitalization since 2010 has expanded this cultural footprint. The Bricktown district, centered around the Bricktown Canal and containing the Chickasaw Bricktown Ballpark, focuses on dining and entertainment rather than visual or film arts. The Criterion serves audiences interested in cinema as art rather than cinema as spectacle, a distinction that appeals to film scholars, educators, students at the University of Oklahoma's Norman campus (45 minutes away) and local collectors.

Practical Considerations for Visitors

Attendance requires planning. The Criterion publishes its schedule online, typically showing films for a given week four to five weeks in advance. Unlike a multiplex, which updates showtimes daily, the Criterion's schedule is relatively stable. Buying tickets online or checking the website before visiting prevents arrival to find a film no longer running.

Parking downtown has improved in recent years. Surface lots and parking structures surround the Sheridan Avenue corridor, with rates typically $5 to $10 for a full day. Street parking exists but turnover is fast during business hours.

Membership makes financial sense for regular attendees. A basic membership usually costs $60 to $80 annually and typically provides a $3 discount per ticket. Someone seeing two films monthly recoups the membership cost within the first year while also supporting programming acquisition and facility maintenance.

The concession model mirrors commercial cinemas: popcorn, candy, and soft drinks at theater prices. Many viewers bring outside food without enforcement, though the theater officially restricts outside beverages with lids due to projection room concerns.

Why the Distinction Matters

The presence of the Criterion alongside multiplexes means Oklahoma City audiences are not confined to Hollywood release calendars. A viewer interested in contemporary Portuguese cinema, 1960s science fiction restoration, or documentary work on regional history has a venue specifically designed for that content. The economic sustainability of this model depends on enough viewers valuing access to these films enough to purchase tickets, attend screenings, and support membership. The mid-2010s renovation, funded through public and private investment, reflected confidence that such an audience exists in Oklahoma City.