The Cinema Center in Williamsport doesn't just sell tickets to see a movie, they sell the excitement and spirit about the movie, according to Les Barnhart, general manager of the local movie theater.
"We put a lot of glitz and stuff around. The theater building itself has to offer something. It has to offer color, which there is a lot of that. It has to offer lighting and mood so people feel like they are at a movie theater," Barnhart said. "They have to smell popcorn popping because it stimulates their senses for movies."
The theater came to the downtown area about two years ago and immediately became a community mainstay.
"The theatre has nine screens. One of the screens has digital capabilities, which is the new cutting edge thing since you have 3-D options. 3-D is something that is kind of fun for some people. There are people that really enjoy the movies that we have in 3-D," Barnhart said.
The cinema center is part of a family of five theaters in a conservative company that thrives on family and cleanliness, according to Barnhart.
The movies that make out the best at the theater are PG-13 movies, where he whole family can watch the movie together, according to Barnhart.
They try to keep the prices as controlled as possible. However, the theater does not gain many revenues from the movie showing, according to Barnhart.
"We try to keep the prices down although it did go up about two months ago. It went up $.50. What people don't understand about movie theaters is any money we can make will be in concession. It won't be in the showing of the movie. Most of that money goes back to the people that made the movie," Barnhart said.
Each week, about two new movies come out and the theater tries their best to get each one.
"The people that make the movies will look at our demographics and say "you can't have that movie because we don't think it will do well there." Our booking agent is the one who goes to bat for us and gets us the movies that maybe we wouldn't normally get," Barnhart said.
Free movies are offered at the movie theater. Customers may watch a free movie on their birthday and in the summer, free children's movies each week on Tuesday and Wednesday at 10 a.m, according to Barnhart.
"We have 10 weeks of free movies this summer. We have three more free weeks to go and we are done. We just show movies that have been out for quite a while, like Cloudy With a Chance of Meatballs," Barnhart said.
In order to offer the free movies, the theater had to get a special licence to show the movies because it is shown at its digital house, which is shown with a blue ray dvd, according to Barnhart.
"The digital house could do anything from cable television through there, video games, special conference instructional meetings. To project anything like that on the screen, even though we are not charging for it, we still need permission to do it," Barnhart said.
In line with opportunities for the theaters to be used for things other than movies, a church group utilizes a theater each Sunday, according to Barnhart.