By NED OLIVER

The R/C State Cinema in downtown Lexington is the city's only movie theater. (NED OLIVER/The Rockbridge Report)

While most businesses are struggling through the recession, movie ticket sales nationally are on the rise.

The film industry has traditionally been considered recession-resistant. But reports from local theaters and movie rental stores are mixed.  

The R/C State Cinema in downtown Lexington has reported steady business this year.

“We haven’t done too bad,” said theater manager Dustin McClung.  “Everyone wants to invest in their fantasy time.  The worse things are at work, the more they want that [fantasy] time.”

McClung, who has been working in theaters for more than 20 years, said that not even concessions sales have taken a hit.  But he is quick to point out that business is entirely dependent on what movies are released. 

In five of the last seven recession years, movie theater  box-office sales rose, according to the film industry magazine Box Office, published by the North American Theater Organization.

The New York Times reported last month that box-office earnings were 17.5 percent higher, and attendance up by 16 percent, so far this year.

But the recession hasn’t been so good to all of the area’s theaters. 

Brittney Bouchelle of Valley Cinema, a theater in Buena Vista that gets movies a few weeks after they are released, said business has slowed down considerably.  Bouchelle, who is now the manager, said she can’t remember business ever being so bad in the eight years she has worked at the theater. 

She said concessions still do pretty well when the theater is busy.
“But we’ve been trying to crack down on the people who sneak stuff in,” she said. 

While being interviewed, Bouchelle received a phone call that she abruptly hung up on.

“Bill collectors,” she said.

For many area youths, going out to the theater on the weekend is a much-needed opportunity to socialize. 

Matt Slagle, a sophomore at Rockbridge County High School who was exiting the State cinema in Lexington one recent evening,  said that he goes to the movies regardless of what is playing.

“I’ve gone every weekend since I could get a girlfriend,” said Slagle, who was there with his younger brothers.

Adam Hoffnagle, a seventh-grader at Maury River Middle School who was leaving the theater at the same time, said that he too comes to the movies most weekends, and that the recession probably won’t stop him.

 “If it’s a good movie, then we come to watch it. If not, we come to hang out,” Hoffnagle said.  “It’s not much [to pay] to have somewhere to go.”

Business has remained more or less steady for local movie rental stores. Steve Adams, manager of Movie Starz in Buena Vista, said that business has been good recently.  He said that from Jan. 1 to March 16, sales were better than the same period the previous year. 

Adams also said that he has noticed a change in his customers’ habits.  He said people are now renting only movies they know they have time to watch, and that parents have been a little tighter when it comes to buying candy for their kids. 

Crossroads Music and Movies rents and sells films, CDs and other merchandise. (NED OLIVER/The Rockbridge Report)

David Fisher is the owner of Crossroads Music and Movies, a local movie rental chain that operates in Lexington, Staunton, Blacksburg and Waynesboro. He reported that sales have been down slightly since October. 

Fisher said that the chain has responded with more promotions and sales.  He said that last year his business had perhaps two sales, compared to as many as seven already this year. 

Hull’s Drive-In Theatre in Lexington is the nation’s only not-for-profit community- owned drive-in. Though the drive-in isn’t yet open, organizers are optimistic about the coming season, which starts Mar. 27. The theater features first-run movies and has a full concession stand.

"Even if there weren’t movies, which continue to draw people when times are tough, the drive-in offers more than that," said Nell Lancaster, co-chair of the board of Hull's Angels Inc., which runs the drive-in.

"It’s an incredible bargain for families,” she said. Hull’s charges $6 for adults and admits children younger than 11 free.

“ It’s a family atmosphere, it’s a place people can come, and hang out and visit, kids play,” she said.  “It’s a lot more than just a movie experience."

Produced by
Washington and Lee
journalism students.

Lead Supervisors:
Prof. Brian Richardson
Prof. Indira Somani

Editing supervisor:
Prof. Lisa Tracy

Technical supervisor: Michael Todd