Coming soon
State movie theaters set to reopen Friday
The last time Paul Glantz took his wife and son to see a movie was March 15, right before the doors to Michigan’s movie theaters and the entertainment industry in general, were closed in order to combat COVID-19.
He remembers feeling sad but supportive, and slightly optimistic.
“I thought it was the right thing to do. We needed to flatten the curve,” said the co-founder and chairman of Emagine Entertainment, which own sand operates Emagine Macomb and several other theaters in Michigan, Illinois and Wisconsin.
“I completely misjudged it,” he said. “I thought we would be back in business in a fewmonths.”
It’s been almost seven months since he closed his theaters. So, it’s no surprise he is excited about Gov. Gretchen W hit me r’ s executive order allowing movie theaters and performance venues to reopen starting Friday.
“In a word I’m, ecstatic,” said Glantz, after greeting a reporter in the lobby of Emagine Macomb wearing a Superman face mask.
It was befitting of the mood and the tall, easy-going theater owner, who got his start in the entertainment business as a young accountant. Looking to invest in his own future he and another CPA secured a loan from the bank and for several years operated a small movie house in Clarkston, where he learned the business from the bottom up before opening Cinema Hollywood (now Emagine Birch Run) in 1997.
The first of nine locations in Michigan was also the first movie theater in the state to feature all stadium seating, which was a luxurious change for movie-goers.
Over the years, Emagine has become known to lead the way in the theatrical exhibition industry having been the first in the world to go digital, first to introduce 4K projection to the Detroit market and among the few to wow audience swith state-ofthe-art immersive sound systems.
“Iwant our guests tohave the best possible experience,” Glantz said.
The same has been true of his staff.
During COVID-19 he had to lay off 95% of his workers. But in order to lighten the burden of unemployment the company covered the cost of their health insurance while themovie theaters were closed.
“I didn’t want them to have to use their unemployment for health care instead of food or rent and I wanted our team to know we cared about them,” Glantz said. “If you don’t treat your teammates well, they won’t treat your guests as they should.”
As for what guests can expect when movie theaters finally reopen?
Less people for sure. Under the governor’s executive order announced last Friday, movie theaters along with indoor performance venues must limit attendance to 20 people per 1,000 square feet, or 20 percent of what it calls “fixed seating capacity,” with a maximum of 500 people in Michigan’s largest venues.
Masks will also be required although not when eating popcorn.
“Our goal is to make it as normal as possible,” said Erik Gubert, marketing director for MJR Digital Cinemas.
“We are extremely excited,” Gubert said, on behalf of the 10-theater chain that includes MJR Chesterfield Crossing in Chesterfield Township, MJR Partridge Creek in Clinton Township and MJR Marketplace in Sterling Heights. “We have spent these last six months developing new guidelines that have the absolute safety of our guests and staff in mind.
In order to adhere to the capacity guidelines and social distancing guests will be encouraged to purchase their tickets and concessions in advance.
Most movie theaters have apps for that.
They also have software now that ensures social distancing.
“If you buy two seats on the left aisle the two seats to your right will be vacant ( blocked off by the computer),” Glantz said.
Most theaters are also likely to have an attendant greeting guests upon entry to answer questions and ensure people are properly wearing a mask as required by an executive order.
Gubert said they will also be screening employees upon entry to ensure no symptoms of COVID-19 are present prior to their shift.
Theaters are also taking steps to develop protocols for the cleaning and sanitizing of surfaces and seats.
MJR now employs a hygiene officer whose duties will include cleaning and sanitizing each auditorium after every showing and a strict schedule of cleaning and sanitizing restrooms.
Concession stands will be open but with variations to allow for social distancing and show times will be spaced out to allow for the enhanced cleaning measures and to further reduce traffic in common areas. Hours of operation will also be shortened.
“It won’t feel that much different,” said Glantz, noting what they’ve been doing has already proven to be successful. “Theaters have been pretty much opened all over the country (other than Michigan) and there have been no cases of COVID-19 associated with amovie theater in the U.S.”
Adam Aron, CEO of AMC Entertainment, said their company has been pleased with the reopening of its movie theaters following coronavirus-induced closures, citing positive reactions from attendees, according to a report by CNBC.
“Our theater cleanliness scores are the best they’ve been in decades, an all-time high,” Aron said. “I think you can eat off the floor.”
The Kansas-based company, with locations in Clinton Township, Auburn Hills, Dearborn, Livonia, Madison Heights and Woodhaven, started reopening some of its locations in August.
Glantz said now that theaters are reopening the burden of success falls on the shoulders of the movie industry and what the distributors can offer in the way of new movies.
For now opening film swill include the newreleases “Tenet,” “New Mutants,” “Unhinged,” and “War with Grandpa” along with a mixture of favorite film classics!
“We’re going to get back in the groove, follow our safety protocols and figure it all out, in order to be ready for James Bond,” Glantz said.
The latest film in the Bond series, “No Time to Die” starring Daniel Craig was scheduled for release in April but was postponed due to the pandemic. Other previously closed businesses slated to reopen statewide indoor theaters, cinemas, performance venues, arcades, bingo halls, bowling centers, indoor climbing facilities, trampoline parks, and more.