film screenings?

[splitxends.livejournal.com]

Hey everyone- 
I have a friend who wants to bring his documentary (about the history of Garage Rock in Detroit) to the East Coast and I agreed to help him find a venue for it.
Anyone have any ideas on how to set up screenings at movie theaters? From what I'm gathering from the websites of Somerville Theater, Coolidge, Reagent, etc.  it looks like I have to rent the theater (which seems expensive and I'm not sure he had to rent a venue back in Detroit)- is there anything else I should know/ routes I should pursue before I start contacting theaters to rent? Do colleges around here do anything like this?
I know this is completely random- but I think it would be great to bring this into Davis/Somerville (I mean, they don't say "Somerville Rocks!" on all those flags for nothin') and you guys always seem to have answers :)
Here is the trailer if anyone is interested.