Claflin University Celebrates Movie Theater Rebrand as The Nissan of Orangeburg Movie Theater

What is in a name? The question was asked centuries ago by Juliet in Shakespeare's revered literary classic Romeo and Juliet.  Some might say the answer is a matter of perspective.  Like beauty – it is in the eye of the beholder.

When Claflin President Dr. Dwaun J. Warmack recently announced that the theater would be renamed the Nissan of Orangeburg Movie Theater -- the news was greeted with enthusiastic applause and jubilant cheers by the students, faculty, alumni, and area residents who attended the campus/community unveiling celebration. The event was held near the movie theater entrance on the first floor of the Center for Student Life – the 80,000-square-foot ultra-modern facility that opened in March 2024.  The movie theater offers moviegoers stadium-style seating with 172 cozy high-back rockers, Dolby surround sound, and futuristic laser projection on a visually captivating 30-foot screen.

"I just want to begin by thanking Nissan of Orangeburg, specifically Marcus Johnson and the Johnson Automotive Group," Warmack said. "This is my sixth year at Claflin and collectively, we've raised significant funds during this time. But when no one else believed in me, Marcus gave me my first gift. My first quarter of a million dollars came from you and Nissan of Orangeburg.  Thank you for believing before anyone else believed.”

Warmack was referencing Johnson's $250,000 gift in 2022 to fund upgrades to athletic facilities, including a new video scoreboard in the Jonas T. Kennedy Health and Wellness Complex. As president and CEO of The Johnson Automotive Group, Johnson also offers internships and management training programs to prepare Claflin students for executive leadership in the global workforce of the 21st century.

"I pitched Marcus the idea of naming the movie theater for the Johnson Automotive Group," Warmack said. "But that's not what he wanted."

Instead, Johnson chose his dealership -- Nissan of Orangeburg for the naming opportunity because the dealership is committed to the community and believes in the work happening throughout Orangeburg. 

"We absolutely are a partnership," Johnson said. "When we bought Nissan of Orangeburg four or five years ago, to be honest, we didn't know Claflin was here. When I rode down the street and saw the campus, I returned to the store and asked the guys if they knew an HBCU (Historically Black College/University) was right up the street.  They responded,

"Yes, Claflin -- but we are not doing anything with them."  I asked why not and scheduled a meeting with Dr. Warmack and his leadership team. I was blown away – excellence. Many people believe excellence can't come out of Orangeburg – but we are proving them wrong."

The optics of the naming announcement and the Claflin University - Nissan of Orangeburg partnership achieved greater definition when Johnson presented Warmack with a $500,000 check to support the Center for Student Life.  The gift amplifies a partnership that unites two widely respected brands that share a commitment to providing educational opportunities and a passion for authentic and impactful community engagement. 

Claflin is the No. 1 HBCU in South Carolina, and U.S. News and World Report has ranked Claflin among the Top 12 Best HBCUs for 14 consecutive years. Claflin is also the No. 1 National Liberal Arts College/University in South Carolina, No. 7 among all private HBCUs, and No.7 in 4-year graduation rates for HBCUs.

The Nissan brand is a global leader in the automotive industry. Johnson has cultivated a successful career as a prolific philanthropist and prominent business leader. As chief executive officer of the Johnson Automotive Group, he has leveraged his education and business acumen to propel the organization to become one of the country's largest Black-owned franchised dealer groups, spanning several states.

"We launched a successful partnership after my initial meeting with Dr. Warmack, and we've loved every bit of it," Johnson said. "When I called him again, truthfully, it was more about the fried chicken on Wednesdays. Dr. Warmack told me about this vision, and it sounded nice. But I know him well enough -- as a friend -- to know if he sees it, he's going to see it."

In addition to its investment in Claflin and higher education, Nissan of Orangeburg provides substantial support for the Orangeburg County School District.  The dealership has donated vehicles to outstanding OCSD teachers and staff, and local youth from the school district attended a showing of the movie "Cars" during the celebration.

What is in a name?  The Nissan of Orangeburg Movie Theater symbolizes the rebranding of what has become a cultural hub. It also reflects the "Elevation and Transformation" the region is experiencing, and the expansion of educational, economic, and career opportunities for residents of Orangeburg and neighboring communities.