By Stuart Adelberg
March 14th seems a lifetime ago! That was the first day of the Avon Theatre Film Center’s coronavirus closure – certainly not something anticipated ten months earlier when I joined this wonderful non-profit organization. The Avon closed, before the government required it, out of concern for the well-being of employees and patrons. We hoped, based on the information available, that a short break might enable us to safely reopen within a few weeks. We were wrong!
Shortly after our closure, we launched AVON ONLINE. The Avon exists to offer meaningful films in a community setting on the big screen for which they were made, so, to us, streaming films is an anathema. Watching a film online could never replace the Avon experience and we recognized that online film rentals would not repair the financial damage from a long closure. But since our community setting was closed and the Avon’s big screens along with it, offering patrons the chance to enjoy quality films at home was, in fact, true to our mission.
Three long months later, we learned that the Avon could reopen with reduced seating and other safety steps. We were thrilled, but apprehensive. There was much to consider in terms of cleaning processes and health protocols, and in our case, there was another major issue. Movie studios had halted production during the pandemic and release dates for most new films were on hold, meaning that the Avon would be reopening with limited options.
We targeted late June to provide ourselves the time to prepare our facilities, acquire needed supplies, and establish new protocols. We planned an abbreviated hybrid schedule to include Hollywood classics, recent art house films, and weekend family matinees. Our well-regarded program of first run independent, foreign language, and documentary films would look a little different for the time being.
Would patrons be comfortable returning to the Avon? Would families come together for a matinee in our historic theater in place of their cancelled summer vacations? Would movie fans opt to see Casablanca, Psycho and Singin’ in the Rain on the big screen after years of watching them on TV? I was enthusiastic but prepared for the possibility that our dedicated staff might outnumber the audience.
I write at the conclusion of our reopening weekend. The turnout was respectable, though certainly not huge. I think our “soft opening” was a good thing, as it enabled our team to perfect their new safety protocols. Equally important, this reopening made me realize, beyond the allure of the cinema, why the Avon is such a unique and special place and why I feel privileged to be here.
Many who came out noted how much they missed the Avon’s warm and welcoming space, missed seeing movies the way they were meant to be seen. No one balked at our required masks, distancing, or temperature checks. There was an air of caution, but also a sense of trust that the Avon family would go the extra mile for their comfort and safety. As to our atypical mix of films, there was something for everyone, but I realized that this was not the primary concern of the day. What mattered most was that our cherished Avon was back. People from all walks of life could responsibly gather again, with appropriate protocols, to share a cinematic experience and temporarily escape from the many challenges of the day. Some folks are ready to come back to the theater, while others may prefer Avon Online. Either way, the Avon will do its best to be here for you!
Old Greenwich resident, Stuart Adelberg, is the Executive Director of the historic Avon Theatre Film Center, a non-profit, community supported independent cinema in downtown Stamford. He has a long history of leadership and involvement in the region’s non-profit human services and arts communities.
