Now that restrictions have been eased back in Michigan, there’s great news from your local theater that hot, buttery popcorn has returned to movie theatres across the state this week, and along with it a whole host of cinema lovers favorite movie treats. Along with restaurants, theatres are now able to resume service of indoor food and beverage, while staying at reduced capacity and maintaining a commitment to CinemaSafe practices.
Emily Loeks, Director of Community Affairs, tells us, “As it turns out, popcorn is a big deal,” adding, “It’s a part of the movie experience that people were not willing to go without. We even had folks enter and exit our theatres without seeing a movie this past month because they couldn’t imagine a big screen experience without their favorite movie snacks!” Food and beverage is also a significant part of the business model for movie theatres, given that a large percentage of revenue from movie ticket fees go to film producers to pay for licensing fees.
Loeks goes on to say, “We are so glad that vaccines are rolling out, our community numbers are moving in the right direction, and that the CinemaSafe measures we’ve put into place have proven to make theatres one of the safest of indoor environments. This is all good news.” However, she cautions, “The reality is, our industry will be taking this really slow. We can’t afford the stops and starts.”
Regardless of the popularity of the title, movie-goers can be assured that their group will be spaced comfortably apart from others and that they will be in an auditorium with high ceilings and robust HVAC systems. Celebration Cinema team and guests will maintain a commitment to wearing masks (whenever folks are not seated, spaced and eating) for as long as the CDC and local health departments recommend. Loeks reminds us, “And, cleanliness has been a longstanding commitment, that we continue to take pride in!”
Right now, you can enjoy your movie popcorn with a selection of excellent independent titles, including a number of films seeking nominations for award season. Celebration Cinema is also relaunching Flick’s Family Films, a program with movies free for kids 12 & under, this weekend. The popular program will now extend year around, with new titles introduced every 2-3 weeks.
Hollywood remains cautious about the release of major blockbuster titles, holding many of them until later in the spring, but the return of popcorn is good news for theatres, and a part of the slow road back for the movie industry as a whole.
