Goodbye Dollar Theaters, Hello Value Screenings!
The dollar theaters are gone, but their value lives on in two of the last places frugal moviegoers might expect.
That’s right, over a decade after the Fox Village Theater was replaced by Plum Market, and nearly six years after MC Sports punted Briarwood Dollar Movies from the hallowed halls of our local mall, deal-seeking cinephiles can still save thanks to special programs at the Quality 16 on the west side of town, and Cinemark's Rave Motion Pictures to the east.
And while it’s true these programs may not adhere strictly to the “second-run” model that once provided moviegoers on a budget with affordable entertainment alternatives, programs focusing on beloved classics and recent children’s fare ensure that audiences of all ages and tastes will find something to butter their proverbial popcorn.
As any frequent moviegoer can attest, the film release landscape has seen some seismic shifts in recent years. Even as recently as 2010 – the year that Briarwood screens went dark – affordable home theater systems and changing distribution models were making it difficult for discount theater chains to survive, much less thrive. Flash forward just a few years, and convenient alternatives such as Netflix (whose high-profile sequel Crouching Tiger, Hidden Dragon: Sword of Destiny recently debuted on the popular streaming service) and On Demand options have started to make leaving the house for a night at the movies more of a pricey chore than an escape from reality.
Fortunately, some savvy theater chains have started to pick up the slack for those shuttered screens. Opened in 1998, the Goodrich Theater Quality 16 primarily focuses on first-run films. A closer look at the chain’s history, however, reveals they are currently celebrating the 25th anniversary of their family-friendly movie series. Dubbed “Morning Movies,” the current program promises nine weeks of PG-rated fare for just $1 a ticket. The shows, which began on March 4 with Home (2015), run every Friday, Saturday, and Sunday at 10 am.
Even better, patrons who sign up for the theater’s free Frequent Moviegoers Club will not only get into each screening absolutely free, but also be allowed up to 6 free admissions to each show by presenting their FMG card at the box office.
Speaking to Quality 16 Assistant Manager Mark Culp, it quickly becomes apparent just how popular these series are. According to Culp, “Ticket sales can be a little slow toward the beginning of the season, but once the word starts to spread, we usually have to open a second auditorium to accommodate the larger crowds.”
Of course it doesn’t hurt to have some symbiotic advertising as well. “A lot of the time we’ll have special guests come in for appearances at the screenings, too. We’ve had karate group demonstrations, and even a petting zoo with a real kangaroo.” These special guests frequently appear in the theater’s spacious lobby, and tie in to the theme of that week’s movie. The series ends on the weekend of April 29th with the beloved adventure comedy The Princess Bride.
Meanwhile, across town, the Cinemark is in the midst of their popular Classic Series, a six-week program catering not just to parents, but also to those nostalgic souls who long to experience their old favorites somewhere other than the living room. Each week a new film debuts on Sunday, with an encore screening the following Wednesday.
The series launched in 2013 after a group of Arizona senior citizens asked their local theater about the possibility of resurrecting some of their favorite classics. From there, the series quickly expanded nationwide with screenings of The Godfather I and II, and now plays at approximately 140 theaters.
The timing couldn't have been more perfect. The introduction of digital projection brought with it a new distribution system that made these films easily available to theaters across the country. Gone are the days of the beat-up 35mm print sputtering its way through wobbling projector spindles; these copies have been cleaned up so well that they likely look even better than you remember them.
Cinemark Marketing Manager Frank Gonzales takes particular pride in that, too. "I would venture to guess that for a lot of these folks, the presentation is much cleaner than they remember it, because there are no cuts, no scratches like you would find on the prints. The sound is probably better than they remember because we've got digital sound systems in all of our auditoriums with speakers and specs that are built for that auditorium," says Gonzales.
As for the wide-reaching appeal of the series, Gonzales continues, "The Classic Series have really become a generational thing, with parents going back to see the movies they saw as kids and bringing their own kids with them. Or folks who remember seeing a movie when they were younger and want to see it again. Maybe it was the first movie they ever saw in a theater, and now the only place they see it is on a television set, or possibly a phone, or on a tablet. So this is the opportunity for them to get the real experience."
According to Gonzales, the films for the series are selected in a number of ways. "We have a Film Department here. We've got a couple of people in the department that have their wish lists of things they'd like to see. We also get feedback from customers. They're always offering their suggestions for films to place in the Classics Series. Then sometimes the studios will come to us. They'll say they're going to put out an anniversary edition of a movie. For instance, The Good, The Bad, and The Ugly is celebrating its 50th anniversary this year. We just recently had that last week."
Naturally, as more theaters embrace the digital projection model, every year brings new titles that weren't previously available for screening. So if your favorite film isn't in this series, let your voice be heard, and there's a fair chance it will be in the future. Speaking of days to come, on Sunday, April 3 and Wednesday, April 6, movie lovers can take an epic voyage into a frightening prospective future and beyond, with back-to-back screenings of the Stanley Kubrick films A Clockwork Orange and 2001: A Space Odyssey.
Other screenings yet to come include an Easter Sunday matinee of Raiders of the Lost Ark (with a pair of encores the following Wednesday), and the series capper, It's a Mad, Mad, Mad, Mad World on Sunday, April 10 and Wednesday, April 13.
Jason Buchanan is a writer living in Ann Arbor.