When you go to the movies, it’s about the experience. A piled-high bucket of popcorn—freshly popped and topped with real butter—is an authentic cinema scene that makes memories.
Lorraine McBride and the team at Mystic Luxury Cinemas have been curating the perfect movie-going experience for years, and combating COVID hasn’t stalled their determination or creativity.
Mystic Luxury Cinema, located in Olde Mistick Village, made full use of the time closed to install VIP full recliners, heated seats and an impressive XI Sound 7.1 surround sound system. The “XI” stands for Xtreme Immersive, and with all these updates, the theater delivers.
Updates include protocols to keep the experience fun and safe. Purchase tickets ahead of time online, and order that bucket of popcorn using the GETNOBLE Concession App before going or from a reserved seat. Certified CinemaSafe, the whole visit is mapped out for social distancing and safe facilities.
In fact, they are ready to help host the 3rd Annual Mystic Film Festival, October 22-25. Showcasing independent feature-length and short-form narrative films, this year the festival will honor “Jaws” screenwriter Cal Gottlieb with a lifetime achievement award.
Mystic Luxury Cinema welcomes patrons by offering more and adding local flavor. Enjoy a glass of wine from Saltwater Farm Vineyard or Jonathan Edwards Winery, or tip back a Beer’d brew, all locally produced in the Stoningtons. Concessions include hot foods and traditional treats at reasonable prices.
“It’s a theater for the community,” explained McBride, who regularly works with local businesses for products or advertising before the movies. The theater is available for events at 50% capacity, and may be the perfect answer for a fun, socially distanced birthday party, family gathering, or even wedding. Summer camps have been frequent visitors in the past, and the theater welcomes school groups.
The community McBride has nurtured came out to support the business during the shutdown and as they continue to see smaller audiences. The best popcorn in southeast CT is available to go every afternoon. Generous cinema devotees supported the theater with popcorn purchases and donations.
Patrons also turned out for two drive-in movie nights this summer. Part of the proceeds from the events supported Mystic Aquarium and a local family who experienced a tragedy.
As an independent cinema in a tough industry, Mystic Luxury Cinema understands better than other businesses how to “pivot” successfully. For years they have drawn broad audiences by featuring Hollywood blockbusters as well as indie films and arts performances. A focus on quality and niche offerings help them compete with streaming services and chain theaters.
Pivots to capture audience add value to quality. Early Bird pricing before noon and all day on Bargain Wednesday are joined by a new Gold Card Membership. Limited to 50 members, the $199 Gold Card provides two tickets to any show for a year. It’s a creative way to raise revenue and loyalty during a challenging time.
Powering through an economically devastating time for the theater, McBride brings a steel will, inspiring her son to nickname her The Rock. McBride said, “The COVID restrictions have been a challenge for everyone, but I am absolutely determined to grow the Mystic Luxury Theater back to its pre-COVID level and more!”
