The Picture House

The Picture House Regional Film Center Introduces Rebrand

Written By: The Picture House

PELHAM, NY — The Picture House Regional Film Center, a state-of-the art cultural hub with a vibrant history—and the oldest continuously running movie theater in Westchester County—proudly unveiled a new brand identity today. The rebrand reflects the non-profit independent movie theater’s important place in the cultural landscape of the region, while providing a dynamic visual identity and voice, confidently positioning the organization for the future. The new branding includes a new logo, visual identity, brand messaging, and a user-friendly, dynamic website which launches today.

“Looking ahead to our centennial in 2021, we began to imagine what the second century of our beloved Picture House would look like,” said Laura deBuys, President and Executive Director of The Picture House Regional Film Center. “The Picture House means a lot of different things to different people. To some, it provokes nostalgia, to others, it’s an important contributor to the local economy, and to most it’s a cultural center providing intriguing film programming, entertainment, and arts education in a community setting. We wanted a look and feel that brought all the varied connections and associations people have with this iconic institution together with our vision for the future. We’re excited to have this new brand to launch us into our second century.”  

The Picture House worked with New Rochelle-based brand identity and digital design agency The Workshop ( to develop the new logo, messaging, and website. “The distinct architecture and physical attributes of the Picture House’s 1921 building, specifically the roofline and the unique neon marquee were great inspiration for the new visual identity of The Picture House,” said Curt Middleton, Chief Creative Officer at The Workshop. “We were thrilled to be part of the re-telling of this storied movie theater and we’re looking forward to watching its future unfold.”

A community anchor since 1921, The Picture House sees over 40,000 people annually, and connects a diverse community by presenting films, educational programming, and unique cultural offerings within and without our historic walls.