Idaho theaters reopen Friday with masks, no masks, new movies —and private watch parties?
When major movie theaters return Friday after months of darkness, James Howard doesn’t expect a stampede.
But he does expect a “very jubilant crowd.”
“A lot of the feedback we’ve gotten online and with social media is just overwhelming,” said Howard, executive director of Cinema West, which owns Village Cinema at The Village at Meridian. “People are excited. The movie theater is the best place for people to go check their brains at the door and forget what’s going on in the world. After months of this COVID thing, everybody is just ready for their brains to be erased of the programming we’ve been forced to accept.”
For the first time since March, moviegoers across Boise will melt into luxury recliners and lose themselves in fresh Hollywood escapism. Along with Village Cinema, Edwards Theatres (owned by Regal), Majestic Cinemas (operated by Cinemark) and the regional Reel Luxe theater chain will reopen Aug. 21. Edwards 9 in downtown Boise is slated to return Aug. 28.
Discount theaters reopened weeks ago, as well as The Flicks art-house multiplex in Boise. But Hollywood is just now shaking off the dust with a trickle of new-release fodder, allowing major chains to cautiously roll out the red carpet.
“Unhinged,” starring Russell Crowe, will be the primary weekend draw. Already screening in other parts of the world, “it’s doing phenomenal,” Howard said in a phone interview. “It’s a really good, suspenseful thriller.” Other films new to Idaho moviegoers will include “Tesla,” starring Ethan Hawke; the comedy-drama ”I Used to Go Here”; plus “Cut Throat City,” “Words on Bathroom Walls” and “Tulsa.” The biggie coming to theaters Aug. 28? “The New Mutants,” a Marvel Comics-based movie.
With Hollywood’s gears just starting to spin again, many screens will feature older movies at $5 discount prices — even less for matinees, children and seniors. These “classic” options will range from “Ghostbusters” and “Back to the Future” to “Deadpool” and “Black Panther.”
And if you do check your brain at the ticket window? (Purchase online next time, Einstein!) One thing you probably won’t want to forget is a mask.
COVID rules
With the pandemic ravaging the nation, theaters are implementing a variety of safety rules. Most are similar, taking cues from Centers for Disease Control coronavirus guidelines. Employees will undergo daily health screenings, wear masks and gloves, and sanitize themselves and surfaces regularly. Auditoriums will be limited to 50 percent capacity. To provide social distancing, groups will be limited in size and automatically separated by empty seats. Feeling a little ill? Theaters will refund your ticket.
Still, customers will find a few policy differences.
Edwards will offer a trimmed-down concessions menu featuring all the staples, but won’t do refills on large popcorns or drinks — and is promoting contactless food ordering. Village Cinemas’ 21-and-older VIP area won’t have waiter service for now; customers will order at the upstairs counter. (Yes, alcohol will be sold — so go ahead and have that martini with your popcorn.)
Edwards 21 at the Boise Spectrum will be entirely cashless, at least initially. That includes the ticket window and the concessions area.
Nearly all Boise-area theaters opening this weekend will require masks when patrons are not seated. Regal, which owns Edwards, states firmly on its website that “guests will be required to wear face masks at all times while in the lobby, hallways and restrooms. As per our terms of admission, any guest not complying with our policies shall be asked to leave.”
Village Cinema does not use the word “required.” Moviegoers will “be strongly encouraged to wear face masks during their visit unless they are eating or drinking,” according to a press release. In actual practice, Howard said, a mask will be given to anyone who doesn’t have one. “We won’t allow someone to come into the theater without a mask,” he said.
At the two Reel Luxe theaters in the Treasure Valley, mask policy will vary by city. Patrons will be required to wear a facial covering at the Eagle theater. But not at the Caldwell location, according to Reel Theatre’s website, where they will be “strongly encouraged for guests but are not required. However, we ask all guests to please practice social distancing, during their visit.”
Affordable private screenings
A side effect of having few new movies is potentially empty screens.
So Village Cinema, which has 15 auditoriums, is offering its four smallest for private watch parties.
The rooms, which vary in size from 32 to 50 seats, will operate at half capacity. A classic movie with 16 available seats costs $80 — total.
“It’s awesome,” Howard said. “Your family and the family next door decide, ’Let’s go to the movies.’ How can you take 16 people to the movies for 80 bucks? It’s like being in the 1950s again.”
At least until you stroll out into the lobby for another box of Junior Mints — and see everyone wearing a mask. (Get yours back on!)
As moviegoers return, Howard said, he hopes they’ll be able to look past some of these realities for a couple of hours. It’s one of the reasons that Village Cinemas will try not to bang people over the head with COVID rules — even if the rules do exist.
“It’s an unfortunate situation,” he said. “We tried to word things in a special way that you’re not pronouncing all these negatives the minute they walk in the door. It’s counterproductive to the whole point of why you’re coming to a movie theater. It’s to escape the doldrums and headaches of the rest of your life and the rest of the world.”
This story was originally published August 19, 2020 at 5:00 AM.