Though Christmas Day is one of the year’s biggest for movie theaters, operators say they are still feeling the effects of the pandemic.
One of them, Robert Adams, owner of South Hadley’s Tower Theaters, will use a recently awarded $30,000 grant to help cover costs.
The pandemic had a huge impact on the movie industry, said Isaac Mass, co-owner of Greenfield Garden Cinemas.
“We’re still recovering from it,” he said. “The industry as a whole is about 85% of where it was pre-pandemic.”
He added, “It’s going to make a big impact until about Memorial Day of next year. A lot of the films that were slated to be released got pushed back.”
Both owners say they believe their businesses play a role in supporting their communities and stimulating commerce.
Tower Theaters, for instance, purchases Pioneer Valley Popcorn from Hager’s Farm Market, according to Adam.
The theater is considered the anchor store of The Village Commons and is close to Mount Holyoke College.
From its perch downtown, Mass said the Greenfield Garden Cinemas helps small restaurants and retail establishments. Customers can grab a bite to eat or get shopping done before catching a flick.
Stacey Velez, development director for the Tower Theaters in South Hadley, makes popcorn at the concession stand. (Don Treeger / The Republican) 12/21/2023The Republican
Although Tower Theaters will not be open for Christmas Day, patrons this week can stop by to catch a viewing of “Migration,” starring Nora “Awkwafina” Lum, Elizabeth Banks, and Danny DeVito. “Wonka,” starring Timothée Chalamet, is also screening at the theater.
Adam said he is pleased to serve movie-goers in the region. “I love hearing people’s positive comments about (how) they appreciate the value of a local theater,” Adam said.
The grant helping to underwrite Tower Theaters operations came through the Massachusetts Growth Capital Corporation’s Movie Theater Program.
Greenfield Garden Cinemas will be open on Monday. It has worked to bring Christmas cheer throughout the month with weekly free Christmas movies every Saturday morning, sponsored by Liberty Tax.
On Christmas Day, guests can stop by to view “Aquaman and the Lost Kingdom,” starring Jason Momoa, “Migration,” “The Color Purple,” starring Halle Bailey, Danielle Brooks, Taraji P. Henson, and others, along with “Iron Claw,” which stars Zac Efron and Jeremy Allen White, among others.
Mass said Christmas Day is one of the busiest for the business.
Moviegoers line-up at the concession stand at the Tower Theaters in South Hadley. (Don Treeger / The Republican) 12/21/2023The Republican
