Colonial Theatre gets ‘punny’ on marquee
Movie titles contest reflects current circumstances — with a touch of humor
PHOENIXVILLE » When the Colonial Theatre was forced to close in mid-March to help ease the spread of coronavirus, the staff wanted to remain engaged with the community.
One of the theater’s engagement efforts over the last several weeks has been extremely successful — the Punny Marquee Contest.
“The Colonial is known for its 1950s style marquee that is so prominent on Bridge Street. When we were getting ready to close in mid-march we thought about what we should put up on the marquee,” Ken Metzner, executive director of the theater said in a recent telephone interview.
At first, he said the staff thought about putting a message up encouraging the community to remain safe, and to also consider a donation.
A nonprofit organization, 75 percent of the theater’s revenue comes from ticketed events. After successfully finding a couple of months’ worth of funding for the theater, the staff then decided to “inject some lightness into the dire situation in which we found ourselves,” Metzner said.
“One of our core beliefs is that a healthy dose of the offbeat nurtures the soul,” he said, adding that the staff then contemplated how to engage people in a way that was uplifting and participatory.
The theater’s eight full-time staff members started coming up with movie titles — adapted to fit the quarantine environment. The first two that were put up on the marquee were developed by Jack Warren, engagement coordinator for the theater. They were “No Close Encounters of Any Kind” and “Mr. Smith Goes to Wash His Hands.”
Eventually, it was impossible to physically put the titles on the marquee.
“We decided to convert the marquee into a virtual playground,” Metzner added.
Michal Kortsarts, the theater’s marketing and communication coordinator, took an image of the marquee and digitally manipulated it to add new titles.
That “dose of the offbeat” started to nurture the souls of the staff and fans of the theater. Members of the community got into it — and started sending in their own titles — and the Punny Marquee Contest was born.
“We decided to open it up to anyone who wanted to suggest a funny movie title. There is no prize, other than the pride of being selected and having your choice appear on the marquee. Or, they can remain anonymous,” Metzner said. The images are posted weekly online and on the theater’s social media.
Since the effort began, more than 500 titles have been submitted.
“It has been really fun. In addition to making people laugh and keeping people engaged, it has been fun for the staff,” Metzner said.
“It is really an activity that has been shaped by our current circumstances.”
Metzner said he believes people are responding because they have the need for a creative outlet.
“They want to know their creative spirit has not been lost and there is a light at the end of the tunnel,” he said.
Some people have taken the opportunity send a donation to the theater because of the contest, according to Metzner, with one donor saying the marquee contest has been a “a sign of hope.”
The Punny Marquee Contest isn’t the only way the Colonial is working to maintain its connection with the community during the pandemic.
Three days a week, the theater hosts free live movie watch parties on the theater’s YouTube channel. The films are older films that are in the public domain, chosen by the community film advisory committee. The watch party includes an introduction by the committee member that chose the film, people can message during the film and then chat after, according to Metzner.
In addition, the theater is selecting some films that distributors are allowing the Colonial to stream for a donation.
“We are being intentionally selective — it’s not our desire to become another Amazon Prime or Netflix. We’re offering films that might not necessarily come across the radar,” Metzner added.
As businesses begin to reopen in the coming weeks, theaters will likely be among the last to open — staying closed until the green (or final) phase of the governor’s staged reopening for Pennsylvania.
Metzner said once the closure is lifted, it may take a while for people to feel comfortable coming to a theater.
“People might be understandably cautious about venturing out into public,” he said.
He said the Colonial’s spaces are larger than some of the chain theaters, adding that they could easily limit the number of tickets sold, to reduce the number of people in the theater.
“Another thing we are considering is creating a Colonial in the community experience — and making our movies mobile,” Metzner said, adding that details need to be worked out, but it will abide by relevant guidance that is issued around public gatherings.
Metzner said the theater has had some preliminary discussions with Phoenixville officials and is looking at technology.
“We’re trying to be resilient and nimble and we’re open to input to the community — how do they want to be engaging with live entertainment and film as we move forward in this new world,” he added.
For submit a “punny” marquee suggestion or for more information about the Colonial Theatre and its virtual offerings visit thecolonialtheatre.com
“One of our core beliefs is that a healthy dose of the offbeat nurtures the soul.”
— Ken Metzner, executive director, Colonial Theatre