Tori A. Baker
CEO & President | Salt Lake Film Society
What did you hope to accomplish when you founded MAST Studio?
The idea first sparked during my work with Goldman Sachs’ 10,000 Small Businesses program, where I recognized a gap: Utah was producing world-class animators, but we were losing them to out-of-state opportunities. MAST is designed to close that gap by transforming artists into artist-entrepreneurs. We provide mentorship and hands-on experience in every facet of animation — from cutting-edge VR technology to personal branding and business modeling — so participants leave not just as creators, but as sustainable small-business owners in their own right.
You’ve played a crucial role in preserving and restoring the Tower Theater. How do you envision the theater serving the community for the next century?
The Tower Theatre: Next 100 Years Project is more than a renovation: it’s a cultural investment in Salt Lake City’s future. Our vision is to restore this beloved neighborhood landmark within its historical context while transforming it into the world’s first freestanding International Living Building cinema — a model of environmental sustainability, water stewardship and community resilience. The Tower Theatre: Next 200 Years Project will put the Tower on the international stage of cinematic exhibition, integrating new technologies in film presentation and programming to ensure its relevance for generations.
How has the Arthouse+ platform transformed or expanded the reach of arthouse cinemas in your network?
When the pandemic hit, arthouse cinemas across the country suddenly lost their ability to connect films with audiences. My entrepreneurial background pushed me to innovate, and that’s how Arthouse+ was born. We partnered with more than 25 distributors and 30 arthouse cinemas nationwide to create a virtual theatrical release window for independent films. … When theaters reopened, we didn’t sunset the technology — we evolved it. Arthouse+ became the R&D foundation for a next-generation POS system designed to integrate ticketing, donor relations and loyalty programs, addressing challenges unique to nonprofit cinemas. That R&D is nearly complete, and the Salt Lake Film Society (SLFS) board will collaborate with me and the other founder, Miles Romney, on determining the future for this technology. … Our vision is to eventually provide it as a no-cost solution for other 501(c)(3) arthouse theaters, helping them reduce operating expenses and strengthening the entire independent cinema ecosystem.
You have been instrumental in many national initiatives. What is your vision for these initiatives, and how do they align with your goals for SLFS?
I’ve always believed that local impact and national advocacy are deeply connected. I helped found the National Art House Convergence, which grew into the largest gathering of independent cinema professionals in North America. Serving on the Cinema Foundation board has given me a platform to advocate for both Utah and the national arthouse community. … Our partnerships with AMC on the TV-to-big-screen project, as well as the cultural film festivals I founded at SLFS — FILMéxico and Masima (the first Pacific Island film festival in the U.S.) — reflect my ongoing commitment to expanding access, diversifying programming, and ensuring that independent cinema remains both artistically and economically viable. Over the years, I’ve raised more than $15 million to grow SLFS’s footprint, expand its programs, and triple its cultural impact.
