Local theaters back in business as Hollywood starts rolling
By Correne Martin
Movie goers will soon be able to enjoy the small-town theater experience again, when Prairie Cinema, Elkader Cinema and North Grand Cinema in Ames, Iowa, reopen April 2. They’ve been closed throughout March for maintenance and employee training, but with the COVID-19 crisis slowing and Hollywood gearing up for a big summer, owners Lee and Diane Akin and staff are excited to fill the theaters again.
“Hollywood is supposed to really start sticking to their release dates,” said Lee. “April might be lean but, closer to Memorial Day, movie fans will see more new blockbusters. COVID has been the real driver in Hollywood.”
Lee and Diane are in their 18th year running the regional theaters, including the six-screen complex in Prairie du Chien, the single screen in Elkader and the five screens in Ames.
Diane is hopeful that, while the cinemas have fought through the pandemic since St. Patrick’s Day 2020 thanks to federal assistance and some creative offerings, the latest news of a burgeoning film industry will give their business the revenue needed to pay all employees.
Even though they opened in August, after the initial impact, business was spotty.
“We made a little money here or there,” Lee said, mentioning curbside popcorn sales, private theater showings and sporadic ticket sales at 25 percent capacity. “We had to reimagine our business and what we could provide people even though our movies were secondary.”
“We did everything we could to help get relief. We were pretty desperate and scared. We didn’t know what to expect,” Diane stated, noting that their full-time employees received unemployment. She shared she was also quick to sign up for the small business Payroll Protection Program.
The Akins are grateful for the community support they received throughout the pandemic. In particular, their popcorn sales went over so well that they had customers waiting in line for hours in all their locations.
“People wanted to help,” Diane said. “We greatly appreciated the support.”
Upon officially reopening April 2, Prairie Cinema’s doors will open Monday through Friday at 6:30 p.m. and weekends at 11 a.m. Once business picks up, matinees may be offered on weekdays again. Elkader Cinema will open to patrons Friday at 6 p.m., and weekends at 3 p.m. The North Grand Cinema will open Monday through Friday at 6 p.m. and weekends at 11 a.m.
Each of the theaters will utilize online sales for auditorium seating. Viewers can choose their seats upon arrival at the ticket window as well, but the online method is encouraged.
“It’s so much more convenient. It also ensures, if you’re driving in from a ways away, you’ll have a seat,” Lee said.
Health and safety remain a priority at the movies. Every other row is kept vacant and there will be a buffer of two seats between parties to allow for social distancing. Plexiglass has been installed at all ticket and refreshment stations. Sanitization is done often and new containers are given with refills of pop and popcorn. Straws, salt and butter, and other amenities are distributed from behind the concession stand. Hand sanitizer is provided.
Masks are required unless customers are seated in their spot eating or drinking. Masks are available for purchase on site.
“We’re eager to get started and have people in our theaters again,” Lee remarked.
For more information and to get up-to-date showtimes for April 2 and after, visit prairiecinema.com, elkadercinema.com or northgrandcinema.com, or call the cinemas directly.