Cheswick Theatre reinvents itself as second-run movie house
Some of Hollywood's biggest stars are available for a cheap date in Cheswick.
That's thanks to a new pricing policy -- all films all the time for $2 -- and dramatically reduced concession stand fees (half-price for soda pop and popcorn) at one of the Alle-Kiski Valley's oldest movie houses: the Cheswick Theatres.
It has been in continuous operation since 1948 at Pittsburgh Street and Highland Avenue and, in many respects, has been one of the area's pioneering theaters for its various innovations.
Sitting in his office, Nick Mulone, owner of Mulone Theatres, says he feels like he has come full circle with the decision to have Cheswick offer second-run films.
"I can remember when the Cheswick Theatre used to play second-run films after New Kensington and Springdale, then went from second-run to first-run and those theaters closed up," he recalls.
"Second-run" is not synonomous with "old," Mulone says. Often, second-run movies have been on the market for three or four weeks. Typically, a first-run film is considered as such for about four weeks; a blockbuster can be six to eight weeks, depending on its popularity. "Then they are let out on 'second-run,' " Mulone says.
Then the cost of the film comes down dramatically for theaters -- about 30 percent. Mulone is trying to pass on the savings with a variety of films -- from "Hairspray" to "The Bourne Ultimatum"; "No Reservations" to "Ratatouille"; and "The Jane Austen Book Club" to "Hostel II."
Mulone says his office reflects his love of cinema, with memorabilia from "Lord of the Rings," "Spider-Man," "The Godfather" and even a three-foot high statue of Yoda, with light saber extended, vying for space. He says he displays a poster collection that dates to the theater's opening during the late 1940s. An article from Time magazine, for which Mulone was interviewed about digital cinema, shares the wall with photographs of the Steelers and Three Rivers Stadium, he says.
Even with the challenges of surviving in the the movie-theater business, with the industry politics and competition from cable television, Mulone still likes what he does.
"I just like the business. I like the movies. I go all the time. I enjoy watching the people come in the door," he says.
He is hoping to see more of those faces with the new pricing strategy. Mulone believes that theater owners have been forced to get creative.
"Hopefully, this works. Hopefully, we don't have to try anything else," he says.
Mulone says the discount-pricing approach has worked elsewhere -- "but you've got to get people in the door," he says.
Dennis Tafi, one of Mulone's managers, agrees. "Everybody thinks a movie theater is about the movies, and we like them to think that, but the reality is that it is about popcorn and soda pop. That's how we stay in business," he says. "That's how you can listen to a state of the art sound system and have state of the art facilities. It's all about the popcorn and soda pop."
Overall, the film industry is doing well, Mulone and Tafi say. Business is up 8 percent to 9 percent from last year, Mulone says. "A lot has to do with the pictures they make. It could be a lot healthier if they made better movies," he says.
Mulone says the movie business isn't doing as well in the Alle-Kiski Valley, though. "There are not enough people to support all of these theaters. When the Mills mall put 18 screens in, it almost doubled the number of screens in the area," he says. He expresses concern that the market is "watered down."
Theaters have fallen by the wayside in the Kiski Valley and Kittanning in the past few years, and Mulone was forced to close his second building in Cheswick, which had two screens and had been open since 1976.
The move to lower prices at Cheswick Theatres, which utilizes four screens, has been met with positive reaction -- and, in some cases, surprise. "People have said they are pleased having a discount theater in the area. We're the only one around except for the other side of Pittsburgh," Tafi says.
Jeff Collins of Brackenridge said his daughters, Erin Rose and Emily Louise, missed "Ratatouille" when it was released. They were pleased to see that it was still in a theater. "They were excited," says Collins, who was pleasantly surprised to learn that admission was only $2.
"That's definitely a bargain," he says, adding that the cost makes it more likely his family will go to Cheswick to see movies.
"If we can see a good movie down there for $2, we'll definitely go there. The price is right," he says.
One can be a lonely number when you own a movie theater.
Having only a single screen adds to the challenge of survival, says Meg Burkardt, co-owner of the single-screen Oaks Theater in Oakmont.
Small theaters have to work harder to find their niche, she says.
"Single-screen theaters are particularly challenged, since the bookers and distributors cater to the multiplexes. Also, a single-screen theater places all of their eggs in one basket each week," she says.
The Oaks offers first-run films and revivals. Tickets cost $5 until 6 p.m.; $7 afterward; senior citizens, students and children younger than 16 pay $5.
Tickets cost $5 all day Tuesdays.
"With a single-screen theater, it is difficult to please everyone, so we mix up our offerings to keep it fresh and to attract everyone," Burkardt says.
Saturday, the theater will run Looney Tunes cartoons from 6 to 9 p.m., free of charge, during Oakmont's Light Up Night celebration. The theater recently screened "Rocky Horror Picture Show" and, as a result of the response, is planning to screen it monthly.
There are plans to revive Monday-night film discussions.
Burkardt sees the theater business as being in a "strange state of flux," with "constantly rotating" theater openings and closings. "Many theater companies are wobbling unsteadily between classic business practices and invasion of new technologies and customer demands," she says.
Competition from other theaters is only part of the equation, she says.
"Of course, there is the competition of DVD movies by mail and that movies are released to the public so quickly after they are being exhibited in theaters," she says.
After going dark Sept. 7, the Waterworks Cinemas is back in business under new ownership.
Former Fox Chapel resident John Harper and his wife, Caddy, have partnered with a New Castle couple to put first-run films on the 10 screens again.
The Harpers also own theaters in Sharon, New Castle and Kent, Ohio. Harper and Nick Mulone of Mulone Theatres built the Waterworks cinema in 1990. Harper, who has been in the business 35 years, sold it to Mulone in 2001, and Mulone sold it in 2004.
"We are returning to our original format, including some high-end art films," Harper says. "Fox Chapel has a broad range of films, from kids movies to adult suspense, that seems to work. I'd like to stay away from real violent films."
He also would like to see occasional film discussions.
Owning a theater has become more challenging, he says. "You have to be very retail-oriented, make it a fun experience and really work at it. In the old days, I don't think you had to work at it. But it makes common sense. We have to go to work at it and really bring people back to Fox Chapel."
Tickets cost $8.50; $6 for screenings before 6 p.m. and for children 12 and younger and adults 62 and older.
