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The Elks Theatre marquee advertises the latest first-run movie to grace the theater's big screen. Press-Journal Photo/Max Einhorn.
Theater rocking after one year
by Max Einhorn,
Press And Journal Staff
: 6/13/2007
Since the Elks Theatre opened under new management last May, Middletown’s local picture show is certainly enjoying some success.
The theater’s attendance had almost completely dried up but since its reopening, the marquee again shadows large crowds waiting to get in.
In only the past few months, the theater has hosted an independent film, “The Return,” a weekend of midnight showings of “The Rocky Horror Picture Show,” as well as first-run new releases at relatively low prices.
Community members seem pleased with the theater’s evolution. Donna and Richard Woodworth, of Middletown, attended a recent showing of “Pirates of the Caribbean: At World’s End.” They find the theater to be very “well-maintained.”
Kyle Moyer, who has been working at the theater since last June, believes there are a few reasons for the theater’s renaissance. “Everyone is polite to the customers, that’s always very important; the snacks as well. A big variety can really draw a crowd.”
According to operator Ross Seltzer, the exhibition of first-run films is not only bringing people back to the theater, but it is drawing members from well outside the area. Seltzer has advertised his show times in papers across Hershey, Elizabethtown, and Columbia. Spring saw possibly the Elks’ highest attendance ever when “Wild Hogs” brought out nearly 300 people for the early show on opening night.
The Elks can sometimes get lucky with a film that brings out varied audiences. Some, like teenager Drake Bahajak, come every other month, while Clydene, Steve, and Stephanie Strauss find themselves at the theater for every new film. The theater did very well with the new Pirates film, drawing more than 100 customers at both the 8 p.m. and midnight shows on opening night.
The low prices of The Elks Theatre, $5 for adults, $3 for children, are set by Seltzer, who explains that these are the lowest possible rates for first run films. In the future, he hopes to host more special events, such as classic film features. Seltzer is eager to have showings of “The Wizard of Oz” and “It’s A Wonderful Life” during the holiday season.
The Elks will undergo extensive renovation, but not for at least two years. The Greater Middletown Economic Development Corporation, which owns the Elks building, has hired an architect to create a preliminary design. An artist’s conception of the outside of the theater is on display in the lobby.
The organization has been raising funds for the renovation and has already received grants from The Pennsylvania Historical and Museum Commission, The Department of Community and Economic Development, and a $10,000 grant from Giant Foods Corp. “The final price tag is yet to be determined, but is likely to be expensive given that all the major systems within the building need to be replaced,” said Gordon Einhorn of the GMEDC.
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