‘Coming out in droves.’ Big-name films, new movie theater drive excitement in Charlotte
Summer blockbuster movies and the debut of an art house cinema are creating excitement in the Charlotte area for returning to movie theaters after lengthy pandemic shutdowns.
Just look at privately-owned theater Our Town Cinemas in Davidson. It’s selling out its four-screen theater, even on weekdays, director of operations Barbara Wigren said. She cited popular popcorn movies like “Top Gun: Maverick” and “Jurassic World: Dominion” as one of the main reasons why.
“They are what keeps us in business, what generates excitement for the moviegoers and makes them want to come to a destination,” she said. “These summer movies are definitely giving them a reason to come.”
Even independent and foreign film buffs like Michael Lackey, who typically shun Hollywood blockbusters, lauded “Top Gun” as entertaining and good enough to see again.
“It’s worth your time,” Lackey said. He may even go watch “the dinosaur” movie for its special effects.
He was equally excited about the June 24 opening of Charlotte Film Society’s Independent Picture House —the only theater in the city dedicated to independent and foreign films.
“Films are culturally important,” Lackey said. “And here’s a chance for more people to go to see movies that won’t get seen.”
Reasons to go to the movies
Broad content and cabin fever during the pandemic are driving people to movie theaters, said Alicia Reese, an equity research analyst covering movies and entertainment for investment firm Wedbush Securities.
Comparing metropolitan population-sized U.S. cities, such as Portland, Oregon, and San Antonio, Texas, Charlotte’s total number of movie theaters looks normal, Reese said, and maybe even a little light.
There are 24 movie theaters in the region.
Although Charlotte lost six movie theaters since 2020, two others opened this year: Cinergy Dine-In Cinemas at 5336 Docia Crossing Road just off Interstate 485 in the former Studio Movie Grill space, and Independent Picture House at 4237 Raleigh St.
Moviegoers in Charlotte will find more theaters with reserved recliner seating, technology improvements at the renovated Discovery Place Science’s massive IMAX theater in uptown, and more food than typical popcorn and candy concessions.
Cinergy, for example, has a full menu with items like burgers and sandwiches, tacos and salads, and pizza and desserts, plus a bar. Servers bring the orders to your seat.
Here’s what else is new at some Charlotte-area movie theaters:
At Independent Picture House
Four years ago, Lackey said, Charlotte had 13 art house screens. But the last such cinema ended during COVID when Regal said in spring 2020 that Manor Twin in Myers Park would not reopen.
Now there’s Independent Picture House.
Charlotte’s new nonprofit art house with three screens is launching a membership fundraiser after raising more than $69,000 with its “Take a Seat” campaign to install 199 luxury recliners.
The theater is open daily with two matinee and two nighttime showings, executive director Brad Ritter said. “I just get emotional thinking about people coming in, seeing the excitement and energy,” he said.
Some of the films being shown opening week include international films “Memoria,” a drama fantasy film with Tilda Swinton; “Neptune Frost,” an Afrofuturist punk musical; and the Spanish film “Official Competition” with Penélope Cruz and Antonio Banderas.
Along with filmmaker talks and partnering with film projects, Charlotte Film Society is planning its annual film festival Sept. 28-Oct. 2.
At Cinergy Dine-In Cinemas
Charlotte’s newest chain theater, Cinergy Dine-In Cinemas in University City, has 10 screens.
“We saw the need for this dine-in concept in that market,” said Traci Hoey, vice president of marketing for Cinergy Entertainment. “You can shut everything down and really enjoy the moment.”
Hoey has great expectations looking ahead to releases like sequels for “Black Panther” and “Avatar” later this year. “We’re just getting a taste of how great it’s going to be this summer,” she said.
The Texas-based theater chain is beating pre-pandemic revenue and outpacing movie industry box office by 16 percentage points, Hoey said.
“With the studios releasing these big movies now, it’s nice to see consistent big titles and not going straight to streaming,” Hoey said.
Cinergy has a large kitchen and expansive menu with pizza, salad, wraps and sandwiches, plus a children’s breakfast buffet.
“We’ve combined the dine-in theater where you can come in, scan your QR code, order your food and drinks, and have them delivered right at your seat in your luxury recliner,” Hoey said.
There’s also a full bar. Hoey said it lends to socializing, giving customers a place to meet before or after the movie to have food and drinks and talk about the show.
Along with specials like $5 Tuesdays year-round, Cinergy has a children’s summer series on Tuesdays and Thursdays with discounted $1.50 tickets and a once-a-month Saturday breakfast with movie characters like Buzz Lightyear or Minions.
At Our Town Cinemas
The 13-year-old “niche theater,” as Wigren, the operations manager described it, has smaller auditoriums with ample room between cafe tables and chairs.
“You’re never elbow to elbow with the person next to you, so it’s a very comfortable, open space,” she said. “And I think that’s why a lot of moviegoers gravitate to us at this time.”
Safety protocols still in place from the pandemic include more spread-out seating and elevated sanitizing.
With a full cafe menu plus 16 craft beers on tap and wine, Our Town Cinema underwent a kitchen revamp to expand the menu. In addition to pizza, new menu items include burgers, quesadillas, wraps and a veggie basket.
“Regardless of how many theaters the Charlotte area has, I think when you have the independent theaters that come in and do something that’s not like all the big multiplexes, the customers find it,” Wigren said. “And we’re going to win them over.”
At Cinemark Movie Bistro Charlotte
Look for rebranding with a “cleaner, simpler” new logo at the Cinemark in Sardis Woods in southeast Charlotte.
The 40-year-old movie theater chain based in Texas has 320 theaters and 4,396 screens in 42 states, according to the company.
Cinemark invested in luxury loungers and expanded its food and beverage services before the pandemic, senior vice president of investors relations Chanda Brashears said.
She said in order for movie theaters to rebound after being one of the hardest-hit industries during the pandemic, it was contingent on four factors: status of the virus, government restrictions, consumer sentiment and consistent supply of new film content.
“People are coming out in droves,” Brashears said. And “Top Gun” was “incredibly important for our industry. More than 25% of Cinemark moviegoers came back for the first time in over a year to see it.
“It really had people excited,” she said, “and that’s just the kind of film you had to see on the big screen and just the nostalgia associated with it.”
Movie theater trends
Reese, the cinema analyst, echoed Brashears’ sentiments on what a big draw the “Top Gun” sequel proved to be.
Another recent movie, “Downton Abbey: A New Era” is rare content, too, Reese said, that brings out older crowds, while “Elvis” has broad appeal for all ages.
Beyond film content appeal, Reese said large format screens, like IMAX, and recliners are in demand.
“When people do go out of the house they want that more premium experience,” Reese said. “Despite inflation and consumer concerns, it’s still a pretty inexpensive night out compared to a variety of other things.”
Wedbush had estimated in April that movie theater industry box office sales this year would end up to 65% compared to 2019 sales. “However, trends have been better since then,” Reese said.
“It bodes well for the back half of the year and next year as well,” Reese said.
Returning with friends
On a recent Friday afternoon, Ashis Roy headed into Ayrlsey Grand Cinema in Steele Creek to see the blockbuster “Top Gun: Maverick.”
The Houston resident had finished training for work and had time to kill before a flight home. It was the first time he planned to go to the movie theater since the pandemic.
“I missed it a lot. I’m very excited,” he said. “I like watching it in the movie theater for the big sound and don’t enjoy it as much at home.”
Steele Creek resident Brianna Geddis exited the theater after a matinee of the horror-thriller “The Black Phone.” It was her second time at a movie theater since the pandemic began. The movie theater experience trumps watching movies on her television screen, Geddis said.
“I used to go one to three times a month, (before the pandemic) depending on what was showing,” she said. “I just missed the experience, getting together with friends.”
This story was originally published June 29, 2022 at 6:00 AM with the headline "‘Coming out in droves.’ Big-name films, new movie theater drive excitement in Charlotte."