Contrarytorumours,TheMovieMillisnotclosing
Social media is a wonderful yet double-edged tool that is part of our society. On the one hand, we absolutely love our almost 16,000 followers as an effective vehicle to get the word out and promote our business. On the other hand, it can fan a rumour into a blazing fire in no time.
We have been hearing through the “social grapevine” that The Movie Mill is not doing well and is going to close! As the owner/operator since its inception 26 years ago, this is a surprise to me! Now granted, I do not think that any business could plan financially to simply close their doors for three months and then magically reopen without having skipped a beat. We have certainly contemplated several scenarios over the last few months ranging from closing the doors to modifying our hours and/or changing aspects of our business.
We are just a small mom-and-popowned-and-run business — no corporate backing or millions of shareholders to buoy us through rough times. We have pinched our pennies through the years and are fortunate to have a small reserve to help us through trying times (although truthfully, that money was earmarked for theatre renovations that will have to wait for the time being). With the current government assistance, some co-operation from our landlord, a lot of careful spending, along with a slow but steady increase in theatre attendance, I think we will be just fine. A few lean months to endure, and then hopefully back to some degree of normal.
We have received several pleas and requests on how people can help us. We are humbled that we have a place in the hearts of so many of our community. The feeling is mutual. The thought of not existing here just is not being contemplated. Here are the ways you can help us, and probably many other local businesses who are also likely in dire times.
Where possible, please come and enjoy our facility. We have made significant changes considering COVID and offer a very clean, safe and inviting environment. We are following AHS regulations which include, among many, sanitizing each theatre between shows, spreading showtimes out to afford for greater cleaning and less congestion, only making 30-35 per cent of total seats available to enforce social distancing, provision of hand sanitizer for guests and staff, regular cleaning of bathrooms and high-contact areas, Plexiglas separation at selling points, contactless payment options and more. While masks are recommended, they are not required at this time.
If you are just not ready to come back to the social and public nature of the theatre, we hope you can perhaps frequent our online store (accessible from our website,
daily noon-8 p.m.) where you can order many of our goodies, including our delicious popcorn) for instore pickup or delivery within city limits. Discounted gift cards are available at Costco which will help our cashflow as well. Watch for exciting offers and other programs whereby you can lend a further hand.
Let me put this rumour to rest — WE ARE NOT CLOSING. Not even close — we can weather several months of this current storm. Would we like it to get busier? Do we need it to get busier? You bet — it does not take a rocket scientist to see that we have had some slow times — but we are seeing some progress and are welcoming many new and repeat customers back to the theatre. But we do need your support.
Hollywood is a global $40-billion industry. I do not believe they are willing to give up on that with the snap of a finger. Currently, this pandemic is halting the flow of blockbusters into theatres, and as a result, theatres are hesitating to open. It is a bit of a catch-22 or a big game of chicken as to who will make the first important move. I certainly hope it happens sooner than later, as theatres thrive on new and good stories on the big screen. While nothing is wrong with showcasing classics, I know that we need a fresh new supply to get the masses excited and comfortable to returning to the social event of movie going. And I guess a vaccine, or a diminishing of COVID, would also go a long way!
Hope to see you at the movie theatre! We are ready when you are.
Leonard Binning operates the Movie
Mill and is a past president of the Motion Picture Theatre Association of Alberta. His column appears Thursdays.