The article goes on to describe the challenges behind what can be labeled "art house" or independent cinema. Sometimes it is used just to describe something that didn't come straight from Hollywood - it's not mainstream. But wider distribution of independent films in art house chains are changing this. I think this is a good thing, because smaller films have a greater chance of being noticed by lots of people. I know some people like feeling like they are the only ones who know about a good film, but I'd say it's better to share.
"Microcinemas" are really great because this changes almost any area to a makeshift movie theater with more of a community feel to the screening. These seem much more fun than the traditional "art house" cinema because they do not have the stigma of being snobby and it's more of a relaxed atmosphere. At my home school, the comic book shop right off campus would house some sort of small scary-movie night every once in a while, and this is what it reminds me of. It was one of my favorite places to watch a movie there because of the friendly atmosphere.

