In a recent article in
The Washington Post, director Christopher Nolan – one of cinema’s most passionate defenders of film and the theatrical experience – declared that movie theaters are one of America’s, indeed the world’s, most important social confluences. Nolan, in his op-ed, describes a smaller theater in Missouri that, along with thousands of others, recently shuttered over coronavirus safety concerns. Nolan rightly pointed out that theaters are more than a mere delivery system for glitz and thrills (although they are that), but a living, vital business full of hard-working employees who make popcorn, sweep floors, and stand next to hot projector bulbs all in the service of the entertainment-and-art-hungry public.
This is not merely academic for this author. It was late January of 1995 when I started my very first job. I was 16 years old. My sister was already working as a concessionaire at the six-screen Mann’s Criterion in Santa Monica, CA, and it was on her recommendation that I was able to work there for a whopping $4.25/hr. I remember the time because I had to get special permission from the Criterion’s managers to wear my Tales from the Crypt Presents Demon Knight vest button, a film that was playing at a rival theater down the street. Would I be permitted to essentially advertise a film carried by a competitor? (It turns out it was fine).
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I have worked in theaters ever since, once braving the mid-’90s blockbuster seasons (Independence Day was a nightmare to work, Batman Forever was a ball, and Titanic was way, waaay bigger than any of the Avengers movies). I also spent the better part of 13 years as a worker and then as an assistant manager at a local art house (where the biggest hits were downers like Lars Von Trier’s Antichrist). These days, I make ends meet by projecting films on 35mm (and sometimes 16mm) at a well-known repertory house in Los Angeles. Projectionists may sound like dark-dwelling button-pushers to a layman, but consider this: The projectionist, as the final worker who touches a film before it meets the eyes of the public, technically has final cut on every film.
With theaters across the globe closed down for the time being, and people like me and my co-workers waiting patiently for doors to open again, we cinephiles need to give serious consideration as to how to make these businesses survive.
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Over the course of the quarantine, we’ve likely all said a sentence that begins with the words “When this pandemic clears up, and a cure has been administered, I’m going to go out and…” The problem with our pipe dreams is that if we don’t support the businesses we wish to return to now, they may not be there when we want to go back to them.
There are, of course, several ways to help out movie theaters during this time. Here are a few ways you can.
Buy Gift Certificates
Almost every business already has a gift card system in place. In fact, businesses love selling gift cards. Speaking from experience, employees often receive rewards (sometimes even incentive pay) for selling large numbers of them. That’s why those employees always push the cards so damn hard around the holidays. Why do businesses love gift cards? Because a measurable percentage of them go unused, meaning free money for the company.
Rather than buy a gift card that will idly go unused though, why not start buying gift cards on the regular? The money you would have spent on a ticket, a cup of coffee, and a box of chocolate-covered almonds can still go straight to the theater via a certificate purchased on a website. Buy a new gift card for as often as you’d be going to the theater. Then, once this is all over, the theater will still be open, funded by the money you would have spent.
Indeed, if you’re feeling jaunty and ambitious, you can even lay out a months-long schedule based on the movies you would have seen on opening night before they were all pushed back to next year.
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Gift cards also let you spread the love a little more. Say you love to see the big blockbusters, but feel an occasional pang of guilt for re-watching a giant Disney movie when you know that the local arthouse playing Portrait of a Lady on Fire could use the financial aid more. With gift certificates, you can pretend like you’re finally watching the wide variety of arthouse and international movies you’ve always wanted to.
Join the Clubs
In Los Angeles, from where I’m currently writing, there is no shortage of movie theaters and cinema clubs that can be subscribed to. The American Cinematheque, for instance, features some of the best programming in the country, and has special deals for people who donate money on the regular.
Most cities tend to have local independent movie houses – or even giant multiplexes – that feature some sort of subscription program; Pay the fee, and, say, see a free movie once a month. Or get a free bag of popcorn. Some of these subscription programs are actually quite ritzy for the price, and reward obsessives (like myself) who go to movie theaters often. And here’s a little secret: Theater workers regard regular customers with a degree of (sometimes begrudging) esteem. After a while, regulars kind of become like other part-time co-workers. People you see too regularly to call strangers.
The benefits of clubs and subscriptions are not immediately redeemable while the theaters are closed, but you’ll have a jumpstart on any of the clubs that offer increased benefits for longtime members. Look up all the theaters in your home town, and figure out which ones offer memberships. Then join.
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Buy the Concessions
My personal movie concession of choice tends to be a single cup of strong black tea. Many, however, can construct entire meals out of the increasingly elaborate offerings from their theater concession stand. Some theaters even sell wine and beer, and others even sell cocktails. One of the reasons that the Alamo Drafthouse became the cinematic powerhouse that it did was that they offered their customers access to an entire restaurant-style kitchen.
Alamo Drafthouse is currently revealing their signature recipes on their website, which may not be a way to donate money to the cause but is at least a way to stay hungry for their wares once those kitchens reopen.
Other theaters have gone one step further, and have been selling their concessions right on the street. As reported by Variety, a theater owner in Fairfax, VA has been selling “curbside concessions” to passers-by, usually at a much lower price than one would pay inside the theater. Mark O’Meara was concerned that his staff of youths don’t have any kind of safety net during the closures and is keeping the theaters closer to the black for as long as he can.
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There sadly is no resource listing where curbside concessions can be bought in your hometown, but it’s worth doing some internet research to find out. Indeed, what better way to top off a movie night at home (and, seriously, you should rent Emma. And The Invisible Man. They’re both worth the $20) than with real-life, Flavacol-infused movie theater corn buckets? You’re enhancing your night, and helping a local business.
Or Just Give Money Directly
And yeah, a lot of theater workers will likely accept donations if they’re having trouble paying bills. If you have a friend who works in theaters, ask how they’re doing and if you can Venmo them $5.
From someone who has worked more or less steadily in movie theaters since 1995, movie theater employees are important, and theaters are important. They are the providers. They are the community. Cinemas are the central social hub for event cinema, a great place to take a date, and a great way to remind yourself that cinema is an example of artistic largesse and awe. And the people who work at theaters are on the front lines of a tide of hungry consumers, enforcing ratings, displaying films as well as they can, and delivering your favorite – and least favorite – movies to you.
After all, we want theaters to be there when we get out.