Maybe it’s been awhile since you last visited Midtown Cinema, Harrisburg’s very own art house movie theater.
That wouldn’t surprise Adam Porter, the cinema’s new director of operations. Since he took the helm a few months back, lots of folks, often people from the neighborhood, have popped their heads in for the first time in years.
“A lot of the local people have made a point to see what’s new,” said Porter. “We’ve been getting rave reviews for what we’ve started.”
So then, what is new? Plenty, as it turns out.
Perhaps most significantly, Midtown Cinema is undergoing a general upgrade, along with a transition from 35mm film to digital projection. The adoption of digital will greatly expand the cinema’s access to film libraries, allowing it to offer themed series throughout the year.
“We’re going to start several series that people can buy packages for,” explained Stuart Landon, the cinema’s new director of community engagement. “We’re hoping to acquire the rights to the films from American Film Institute’s ‘100 Years… 100 Movies’ list, we’re looking at bringing a series of documentaries in, and lastly, a children’s series of Saturday morning cartoons so we can get the younger crowd in here, as well as children of all ages.”
The most dramatic transition will occur from Oct. 18 to 24.
“On top of transferring to digital, we’re going to be upgrading our facilities. The screens, the curtains, the acoustics and the sound system all will be improved,” said Landon. “We’re looking at getting better lighting, as well. It’ll be a really fun week for us with a ton of work to do, and our membership program will be kicking off at the same time.”
Membership will provide customers with discounted tickets, as well as perks including vouchers for free popcorn, gift passes and invitations to VIP events.
Midtown Cinema will keep at least one screen open at all times during the work, holding a mini-festival of B-movies.
“While we’re moving to digital, we’re going to have a whole week of double features at a low cost,” said Landon. “We’d love for everyone to come out and help celebrate our future at the Midtown Cinema, as we show all these fabulous films from the past.”
Porter and Landon have been running the show since June, after owner GreenWorks Development changed management teams.
“It was apparent that there needed to be a team instead of just one individual at the helm,” said Porter. “I’ve known Stuart personally for a long time, and our combined skill sets should result in quite a big change here.”
Porter‘s experience in creating environments suited to customers’ needs has informed Midtown Cinema’s renovation efforts. The team has already begun responding to customer requests through rescheduling the theater’s show times.
“We have loyal patrons, and we’re listening to what they ask for,” said Landon. “Some have asked for earlier matinees, specifically on weekends, and it was difficult for others to get from work to a 5:15 showing. We’re making the adjustments, and have moved our second showings to 6 or afterwards.”
“We want to make it so folks can come to the Midtown Cinema for more than just the movie, using this as a community space,” added Porter. “We want this to be a relaxing, fun and important place to be.”
The cinema café has focused on becoming a destination in its own right, with free wi-fi and an extensive and unique in-house drink menu. “Our fantastic barista Rachel Boone has developed about a dozen signature drinks that are ridiculously fun,” said Landon.
One of Boone’s most popular creations is The King, an Elvis-inspired blended combination of coffee, peanut butter, bananas and bacon. The café has also sourced products from several local eateries, including the Yellow Bird Café, Little Amps Coffee Roasters and Karen’s Krunch.
Community integration also has played a large role in the Midtown Cinema’s new programming schedule.
“We are really excited to be partnering with other local organizations to utilize our open nights,” said Landon.
Recent events include an exclusive screening of Sara Bozich and GK Visual’s new series, “What’s on Tap with Sara Bozich,” and the launch of the theater’s “3rd in The Burg” series, which features a low-cost movie after-party for every 3rd in The Burg.
In the end, the “new” Midtown Cinema aims to be more community-focused, welcoming to patrons and pleasant to visit.
“Independent film is an important resource for the community. You get to hear the voices of filmmakers from all over the world,” said Landon. “We still offer the same quality independent film. Our core value is that those voices can be heard right here in Midtown.”
Midtown Cinema is located at 250 Reily St., Harrisburg. For more information, including show times, membership programs and special events, call 717-909-6566 or visit MidtownCinema.com or Facebook.com/ReilyMidtownCinema.
