Spanish is spoken on this screen
Spanish-language movie theater opens in Valley
The only Spanish-language movie theater in the Valley opened its doors at Desert Sky Mall in Maryvale.
Following the departure of Cinemas Sonora three years ago due to the pandemic, America Cinemas, located at 75th Avenue and Thomas Road, will serve Latinos and Spanish speakers in the Phoenix area with six completely remodeled theaters and three more to come.
Attendees will be able to enjoy an experience completely in Spanish, from purchasing their tickets through the website, through the phone app or directly at the box office to watching movie premieres dubbed or subtitled in Spanish.
“We want to make (moviegoers) feel like they are at home. They are going to see the movie in Spanish and we are going to serve them in Spanish because we are a Latino theater,” said Sylvia Molina, general manager of America Cinemas in Phoenix.
Although the theater had already been in operation since Aug. 18, the grand opening was celebrated on Sunday with gift bags, movie passes and a free screening of PAW Patrol: The Mighty Movie.
For Jessica Salazar, who attended with her daughter Zoey, opening the theater is a good option.
“I think it’s very good because I think many Hispanic families don’t feel comfortable going to other movie theaters, plus this one is very family-oriented,” Salazar said.
Carlos Alberto Cigarroa, who attended the grand opening with his wife and two children, said going to the movies would now be something he looked forward to.
“We (now) have somewhere to come to see movies in Spanish... I don’t go to the movies, I prefer to watch Netflix, but I’ll come here,” said Cigarroa, who is originally from Chiapas, Mexico.
Moviegoers have access to America Cinemas’ reward program, where customers can accumulate points and cash them in for freebies, discounts and gift cards.
Wednesday is Family Day at America Cinemas, and all screenings are $7.
Remodeled facilities and services
The theater has the same services as any other theater; the only difference is the Latino touch.
“We have the basics that a theater offers, which are popcorn, soft drinks, nachos, hot dogs, but it does have the Latino touch like jalapeños and Valentina sauce so that people can serve themselves to their liking. We also have the free soda refills and the basic but classic Mexican sweets like Pulparindo, Duvalín, Paleta Payaso, Pelón Pelo Rico — all those additional sweets that are for our
Latino market,” Molina said.
The previous theater closed due to the pandemic, but it was given a second chance by America Cinemas, a Mexican
capital and investment company. The company owns three Spanish-language theaters in Fort Wort, Houston and Pasadena, Texas. The Phoenix location is the first one established in a different state.
“Our purpose of coming to the United States was to bring the theater experience to Mexicans, Latin Americans and Spanish speakers living in the country, who basically did not have this opportunity. There are other theaters that suddenly program in Spanish, but it is when they want and they choose the films,” said Juan Flores Zamora, director of operations at America Cinemas.
In contrast, he said, America Cinemas intends to screen all major premiers, just like other theaters.
The company decided to open a franchise in Phoenix because it is a city close to the border and many Mexicans are living in the area. Desert Sky Mall was open to reopening the theater, Flores Zamora said.
“It is not the same company, but it is the same concept. We have the idea of offering new things to the Hispanic market… Right now we have six rooms open and very soon another three rooms will open, with leather seats, larger seats, screens and new speakers,” said Molina.