Lehigh Valley’s independent movie theaters say community support keeping them going amid pandemic - The Morning Call

This summer, Ed Buchinski, owner of the East Greenville Grand Theater, tried to raise funds to pay for the utility bills of the restored 1924 movie theater. The cinema has been closed since March 11 due to the COVID-19 pandemic.

Loyal customers have been asking Buczynski if they can donate to help the theater survive the closure. He realized that it might take a few months to fully operate, so he decided to sell his franchised candy inventory and announced that each candy bar could be purchased from two local companies to contribute to The Grand.

"What we said was that we would sell you candy at the price you wanted," Buczynski recalled. "We did have one person who bought a piece of candy for $1,000. When I found the donation in the donation jar, it made me cry."

This sign of generosity shows that since the pandemic, independent cinemas in the Caspian Valley have given great support. Although the fate of large theater chains is uncertain due to forced closures, small independent theaters in the area have found a way to survive.

Like most theater owners in Pennsylvania, Robert Audibert and Butch Rossetti, owners of the Amas Theater, closed the 100-year-old movie theater in March. Facing the long-term closure, they

The goal of $10,000 was reached on April 24 and within three days.

"The response we got from customers and the community was overwhelming," Odibert said.

In April, he started posting pandemic-related movie puns on the theater gate, such as "dirty dance in the distance" and "standing at my feet but only 6 feet." The community loves it, and puns have attracted including

And "Vanity Fair" magazine. From there, the theater began to rent tents to convey birthday wishes and anniversary congratulations.

Odibert said: "We have about five or six marriage proposals," and they all succeeded.

A couple dressed in wedding dresses and tuxedos arrived at the tent and held a small wedding under the light signs outside.

Richard Wolfe, owner of Northampton’s historic Roxy Theatre, learned about Emmaus’ renting of the ceiling, and followed suit. The first subtitle rental message was released on Roxy on May 30, and the logo was fully ordered before mid-November.

He said: "Almost every day, people will bring their family and friends down, illuminate the subtitles in front of the theater, and follow their pictures."

In the summer, when the state’s restrictions on theaters were relaxed, Wolfe began with small group bookings of up to 25 people. From August to closing again last month, Roxy was booked five to six private movie screenings or other events a week. Ask customers to wear masks.

At the same time, Wolf has been auctioning movie posters worth 50 years, and recently sold a "Star Wars: The Rise of Skywalker" for $200.

"It's amazing to have the support of the community," said Wolf, who has owned Roxy for 50 years.

The hall was originally opened as a lyrical theater in 1921 and has a long history, with vaudeville performances and other live performances as well as movies. In the 1970s and early 1980s, Roxy once again attracted live performances that were just beginning to grow, such as Bruce Springsteen and Billy Joel.

This summer, Emmaus began renting theaters for $75 an hour for private film screenings and events. Fully booked for the weekend.

However, Emmaus also gave live comedy a chance. It held two talk shows in November and they all sold out. At that time, national regulations allowed the theater's audience to be 20% of its normal box office. This means that the 450-seat Emmaus Theater can accommodate up to 90 people.

"We ensure the safety of everyone, we checked their temperature," Odibert said. "We have 450 seats, so it has enough space to block every other row."

The owner said that such a choice was necessary because even if Pennsylvania allowed the theater to fully open, Hollywood would not have enough new movies to show. Since the pandemic, studios have been sending most film releases directly to Netflix, Hulu, HBO Max and other streaming services.

On December 12, Pennsylvania imposed a three-week closure of indoor restaurants, closed theaters, casinos and other entertainment venues. These restrictions are scheduled to end on Monday.

Tickets and franchise prices for independent theaters are much lower than those for chain theaters, but the owner said that customers also value the unique atmosphere of the old theater and the decoration of the past era.

"Our theater is going back in time," Buczynski said.

The restoration of the "Grand Theatre" at a cost of US$1.2 million in 2005 rejuvenated the neoclassical architecture. The walls and ceilings were made of pressed tin, and the 1923 Marr & Colton Theatre organ was added.

The grand organist (there is a 1923 Marr & Colton theatre organ in the theater), recorded Christmas songs and played Laurel Hardy's 20-minute silent film "Big Business" online for free.

"It was Laurel and Hardy who tried to sell Christmas trees door to door," Buczynski said. "It's funny."

Buchinski delayed 14 years of salary or profits, allowing the theater to pay off its $1.2 million mortgage last year. However, this does not mean that it will be easier to compete with other venues or online services.

Buczynski said that predictions of death in movie theaters have existed for many years.

He said: "Even when radio came out, radio should kill movie theaters, TV should kill movie theaters, cables should kill movie theaters, VHS should kill movie theaters and DVDs..." he said. "I think you will never get rid of the cinema."

He said that even if you own a big TV, it is different from watching a movie on a 24-foot screen. In addition, in the theater, you sit with hundreds of people, experiencing the same stories and the same emotions.

Buczynski said: "The laughter of being together...the suspense in the crowd...the crying of being together...people yearn for this." "We are members of society and we have no intention to stay at home all the time.

Wolf and Obert agreed.

Wolfe said: "This is a public experience."

"When you are in the theater, you will be completely immersed...you will forget all the questions," Audbert said.

These emotions have already manifested as the audience reacted to the threat of the community theater.

Wolfe said: "The theater has always received good support from the community, and we are doing well." "But since this happened, it's really an eye-opener."

"There is absolutely no doubt that we will survive." Buczynski said. He is expected to reopen in the second quarter of this year.

Oberth said that Emmus may do more live entertainment, but will always show movies.

Odibert said: "When things look the darkest, you will come up with a way to pass the level." "We are creative in all aspects. We will not go anywhere."