Movie Tavern welcomes back customers
When the coronavirus began to spread across the country, one of the business segments hit hard by the pandemic was movie theaters.
Now, after being closed for the last five months, Movie Tavern locations in West Whiteland, Upper Providence and Springfield will reopen — just in time for the weekend.
When the theaters reopen Friday, Aug. 28, the experience will be a little different — with reduced theater capacity and newly implemented safety measures designed to keep guests and employees safe and to minimize the spread of the virus.
The Montgomery and Chester County theaters are three of the four Movie Taverns in Pennsylvania — the fourth Movie Tavern is located in Trexlertown.
Milwaukee, Wis.-based Marcus Theatres purchased the 22 theater Movie Tavern chain in early 2019. The company currently owns or operates a total of 1,097 screens at 90 locations in 17 states. As of Aug. 21, 41 of Marcus Theatres’ locations had reopened. This weekend that number will grow to 72. The remainder will open in September.
Rob Novak, vice president of concessions for Marcus Theatres, said the company’s theaters across the country were closed by mid-March. In early April, the company was in planning mode.
“We focused on a reopening plan — ‘How will we do it?’ We put our efforts into that. We made decisions on what needed to be done, disinfecting, spacing out showtimes, social distancing,” he said, adding that the planning will continue, as the company and country learn more about the virus.
The result of that planning, he said, is an experience he is confident is safe for customers and employees.
“Any business shuttered from its primary function is waiting with high anticipation to get back to return to normality. We are welcoming customers and showing new movies so they can have a sense of normality in life and we can have a sense of normality, as well,” Novak added.
What to expect
One of the first changes Novak stressed is the reduced capacity. Each theater is limited to selling a total of 25 tickets for each show.
Customers are encouraged to use low-contact options for ticket and food and beverage purchases.
“We have always had online tickets. We are asking them to consider it even more,” Novak said.
Tickets can be purchased in advance on the Marcus Theatres app or website — although reservations are not required. Reserved seating in each auditorium will allow groups to sit together, and two seats will be left empty between groups, to assure social distancing.
Two seats measure 6-feet, according to Novak, with about 7-feet between rows. Tickets will be sold in an “alternating checkerboard” pattern in each auditorium, he said. For example, in row 1, seats one and two will be sold, but not seats three and four. In row two, seats one and two will be empty, while seats three and four will be sold — and so on.
In addition to purchasing tickets in advance, customers can also place concession and food orders using the mobile app or website. Orders can be picked up in designated pick-up areas or delivered to a customer’s seat at a time they designate. Customers can also place orders at the bar.
Movie Tavern is known for its successful in-theater dining concept and luxury seating. As the theaters reopen, ordering from in-theater servers is temporarily unavailable.
The exception to that is at the Upper Providence Movie Tavern location, where — as a test — there will be servers in the auditorium.
“We’re looking at Collegeville to see if it makes a difference. Guests can still order via the app — they can do both. All the theaters have had servers for a long period of time. We wanted to select one location and see if it’s what people want,” Novak said.
Alcoholic beverages can only be purchased in person at the bar, Novak added.
Safety procedures
Cinema-goers are reminded that if they don’t feel well or are experiencing any symptoms, they should stay home. In addition, face masks are required except when eating or drinking.
“We want to keep guests safe and protect the moviegoing experience. We can add an added layer of comfort and safety by wearing masks,” Novak said.
Plexiglas has been installed in various locations in the theater, and hand sanitizer is available. After each showing, the theaters will be cleaned.
Movie Tavern employees will undergo a wellness check before starting their shifts and will wear face masks and gloves, when appropriate.
Reopening
Novak said in May, the company began reopening properties. Initially, a new concept rolled out — drivein showings, that expanded to five locations. On June 19, the company fully opened six buildings, which were the only buildings open until Aug. 21, when the reopening began to expand.
Response from customers has been “fantastic,” according to Novak, although he did say initially the theaters were showing library content — older movies — at a discounted rate. Now, as new releases resume, moviegoers can see new titles like “Unhinged,” “New Mutants” and the upcoming “Tenet.”
The Upper Providence Movie Tavern first opened in July 2011; the Springfield Twp. location opened in September 2015; while the Exton location opened in November 2015. The Trexlertown Movie Tavern opened in August 2018.
For more information visit marcustheatres.com
“Any business shuttered from its primary function is waiting with high anticipation to get back to return to normality. We are welcoming customers and showing new movies so they can have a sense of normality in life and we can have a sense of normality, as well.”
— Rob Novak, vice president, concessions, Marcus Theatres