If you’re like Ross Pike of Grand Rapids, you show up early at the movies just so you can catch every single “coming attraction movie trailer” that they’re willing to show you. For guys like Ross and you, the crew at Celebration! Cinema of Benton Harbor is bringing you the mother of all previews tomorrow. It’s a full-tilt Summer Preview Experience and it happens tomorrow, Wednesday, April 26th.
The first movie “trailer” shown in an American film theater was in 1913, even then it was a promotional tool used to advertise a movie. Today, moviegoers love watching trailers so much, they gather twice a year at Celebration! Cinema to do only that — watch movie trailers.
Mr Pike from Grand Rapids says, “I call them ‘previews.’” He readily admits, “I’m that person who shows up early to a movie so I can see all of the previews. Watching previews, especially attending the Preview Experience, is the best way to decide whether a movie is a must –watch or to catch a glimpse of the next blockbuster.”
Pike will join more than 560 others at Celebration! Cinema North who share his passion for movies and movie trailers at the “Summer Preview Experience,” Wednesday, April 26th beginning at 7:00pm. Tickets are free. The same experience will take place at the Celebration! Cinema in Benton Harbor as well.
Pike says, “Previews are like watching short movies.” He says, “There’s all the excitement, sadness, passion, love, fright and humor of a movie, but it only lasts two or three minutes. I always see a movie first in theaters so it’s the story I like to tell my friends. It just makes sense to watch the previews here too. It truly adds to the entire experience by watching previews with other avid movie fans.”
The experience will consist of just over 100 minutes of trailers. Select locations offer intermission or other pre-show entertainment – but the customers are there to see trailers (previews).
April Butler is Programming Events Manager for Celebration! Cinema. She says, “These are among our most popular events.” Butler is responsible for managing the event company-wide. She says, “Most theatres have had to add auditoriums this week and we have lots of trailer product to show. Tickets are free and available online or at the box office. Our guests are serious moviegoers and they love watching trailers together.”
The “Summer Preview Experience” is matched only by its counterpart, the “Holiday Preview Experience,” which happens at the end of October.
Jeremy Kress is Director of Promotions and Digital Media for Celebration! He says, “We put our summer season refillable popcorn buckets on sale for the experience.” Kress came up with the idea years ago when thinking of something special to do for Celebration’s best customers. He says, “We have thousands of customers who love to eat popcorn while they make movie going decisions based on the trailers they see. I wanted to give them a communal experience and share in the anticipation of a blockbuster summer season.”
Trailers were initially shown after, or “trailing,” the feature film and this led to their naming as “trailers.” The practice was found to be ineffective, often ignored by audiences who left immediately after the feature.
John D. Loeks owns and operates Celebration! Cinema movie theatres in Grand Rapids, Kentwood, Gaines Township, Grandville, Lansing, Muskegon/ Norton Shores, Okemos, Kalamazoo/ Portage, Benton Harbor/ St. Joseph, and Mt. Pleasant, Michigan. Celebration! Cinema is a state-of-the-art shared entertainment experience with first rate amenities at each location. All Celebration! Cinema locations exist to create space Where Story Happens.
