July 8, 2020
Amherst Cinema has announced its expected reopening in late September or early October in compliance with all Phase III sector-specific safety standards and best practices. An exact reopening date will be confirmed at a later date. In the meantime, the Cinema will continue to monitor public health data to ensure that a safe reopening is advisable.
Amherst Cinema temporarily closed its doors on March 13 due to the COVID-19 pandemic. It has since implemented Virtual Cinema, which allows patrons to watch newly-released films from home with digital ticket sales directly supporting the Cinema. The Cinema also offers virtual Q&As, seminars, and panel discussions with filmmakers, film subjects, and industry insiders.
In anticipation of its reopening, Amherst Cinema will undergo a lobby renovation and seat replacement for three of its theaters, funded in part by a $90,000 Cultural Facilities Fund matching grant from the Mass Cultural Council and Mass Development. A forthcoming campaign will give people the opportunity to name seats with custom plaques to help raise the remaining $90,000. These facilities changes will increase staff and customer health and safety, beautify the Cinema, improve accessibility, and simplify the customer experience. The Cinema’s health and safety protocols will be outlined on Amherst Cinema’s website prior to reopening and in on-site signage.
Amherst Cinema’s staff is excited to connect with customers old and new and to continue providing films that inspire, inform, and entertain.
“We can’t wait to welcome patrons back to Amherst Cinema. We’ve really missed being together with our community,” said Interim Executive Director and Business Manager Holly Greeley. “But our first priority is staff and customer safety, so we’re taking extra time before reopening to assess our procedures, update our facility, and train staff on best practices. We want to ensure a smooth and safe reopening for all.”
During its closure, Amherst Cinema, a nonprofit organization, has relied primarily on community support in addition to Virtual Cinema ticket sales and grant funding. The Cinema is currently engaged in its annual Summer Membership Drive, the proceeds from which will directly support the Cinema’s reopening. To contribute to this effort, visit amherstcinema.org to become a Member, renew Membership, or make a tax-deductible donation.
Please contact George Myers, General Manager, with any comments or questions. He can be reached at (413)253-2547 x 4, or at firstname.lastname@example.org