Newsroom - Press Release

Phoenix Theatres Beacon Cinema Announces Re-Opening Date of February 26th

Returning to The Movies with Confidence

February 9, 2021

Phoenix Theatres' humble beginnings took root in August of 2000 and in the two decades since, the company has risen above more than their fair share of difficult challenges which are typical to small businesses. However, none of these problems have been as serious as the current COVID-19 pandemic.

"This challenge was completely unexpected, and affects literally everyone in the world," explained Cory Jacobson, owner of Phoenix Theatres. "We have faith in the human need to interact with one another and the art we present at the movies. It is unique to our American experience, as movies are one of our greatest cultural contributions to the world. Our business is local and very social by nature and is uniquely disadvantaged in a pandemic crisis." The movie industry is not only closed at your local theatre, but all production was stopped on new feature films as well. The film studios responded by rescheduling the majority of films originally slated to be released in 2020 to 2021.

As the film industry grapples with these unprecedented problems, Phoenix Theatres decided to proactively shift their focus to offer solutions that could make a difference. "Our management group has spent the past ten months working on developing a comprehensive plan to carefully re-open our theatres with the help of the National Association of Theatre Owners, Dr. Daniel Z. Uslan, epidemiologist from U.C.L.A., and the most current CDC guidance," Jacobson said. "Our next theatre to re-open will be Pittsfield's Beacon Cinema to support the return of Hollywood's blockbuster movies to the big screen in the spring."

To take the challenge away from implementing social distancing, a new reserved seating program was installed in our computer system that allows guests to select their seats in advance either on our web site or newly developed mobile app. The computer will automatically remove two seats between each pair sold, creating a checkerboard style pattern. This will provide six feet of separation between guests to safely social distance while watching a film.

"Prior to re-opening, we will be traveling to our theatre in Massachusetts, with a small, specialized training group to individually work with every employee," said Sheena Hohman, Director of Employee Training and Development. "This will ensure a complete understanding of the importance of following the newly established guidelines for operations. By providing our employees with the tools and training necessary we can establish a safe movie-going environment for our employees and guests."

Phoenix Theatres plans to incorporate both CDC and local government standards on how a theatre should safely operate. Working closely with the National Association of Theatre Owners and with the help of our management and employees, we have established new safety protocols for every aspect of the theatre:

• We have social distancing guidelines in all common areas and most importantly in the theatre auditoriums. The seating layout will automatically be configured within our reserved seating computer software, so that customers will not be within six feet of other guests who are not in their family group.
• Employees are required to wear face masks and other protective equipment.
• Guests will be required to wear face masks when moving about the theatre.
• We have streamlined transactions at the ticketing and concession stand to further minimize touch points.
• We use a food grade disinfectant spray on all seats that removes 99.99% of all viruses on surfaces within 30 seconds.
• We will also use this disinfectant spray on high touch points throughout the building including the restrooms and concession areas.
• Hand sanitizer stations will also be provided for customer use throughout the theatre.

Detailed Video Re-Opening Plan:

"In order to help easily demonstrate these new policies, we developed a video to help illustrate what you can expect to see during your next trip to the movies," said Tearis Reid, Vice President of Operations. "The cinema has always been a way for people to escape reality for a few hours. It is our job now more than ever to provide this experience to our guests while keeping them safe."

To view Phoenix Theatres re-opening video plan and a complete listing of safety protocols, please visit our web site in advance at: www.phoenixmovies.net/covid

Coming Attractions:

On February 26th we will be re-opening with an exciting lineup including: Searchlight's critically acclaimed film "Nomadland," starring Frances McDormand, Warner Brother's "Tom & Jerry," Universal Pictures' "The Croods - A New Age," Warner Brother's new Denzel Washington film "The Little Things," Warner Brother's "Wonder Woman 1984," starring Gal Gadot and Universal's new Tom Hanks film "News of The World." On March 5th we will be opening Walt Disney Studios' new animated film "Raya and the Last Dragon," and Lionsgate's "Chaos Walking."

New Online Store:

The past few months have also been a time of great creativity and several very technically talented employees have worked together to develop a new Phoenix Theatres Store on our website that for the first time will allow customers to purchase gift cards online (in increments of $25, $50, $100) and are available by visiting us on the web at Phoenixmovies.net. This month we have a special inaugural offer of a free large popcorn with the purchase of a gift card on our new online store. The gift cards can be used for any film and concession items.

"It is our sincere hope that our society can safely return to a normal routine of enjoying their lives and the love of movies. The experience of living through this crisis has certainly been very humbling for all of us. I want to personally thank many of you that have called us and took the time to send letters of support. These small gestures are just a little more appreciated than ever and proves to us that we have incredible customers who have supported us over the last 20 years," said Jacobson.

Background:

The Michigan based Phoenix Theatres opened its first Detroit-area theatre in 2001 and currently operates 7 theatres, with the introduction of Northtowne marking their 59th theatre screen.