Berkeley’s last remaining commercial movie theater, Rialto Cinemas in Elmwood, is reinventing itself to stay afloat. Despite being the only theater left in the city, it faces significant challenges and is introducing new amenities like beer, wine, and charcuterie to attract audiences.
Key Takeaways
- Rialto Cinemas in Elmwood is Berkeley’s last commercial movie theater.
- The theater has introduced a new menu featuring hot food and drinks.
- The menu includes pizza, sliders, Impossible chicken nuggets, and more.
- Local beers and wines are now available.
- The theater has faced numerous challenges, including the pandemic and a recent car crash.
- The new offerings aim to increase profitability and attract more visitors.
Reinventing the Experience
Earlier this month, Rialto Cinemas introduced a new hot food and drink menu to entice audiences. The menu includes items that can be prepared quickly and easily, such as pizza, White Castle-style sliders, Impossible chicken nuggets, wedge fries, and a "grown-up lunchable" featuring prosciutto, mozzarella, Kalamata olives, almonds, and crackers. The theater also serves beer from local breweries and a selection of wines.
Challenges and Adaptations
The pandemic and the Writers Guild of America strike have made it difficult for theaters to stay afloat. The last movie theater in downtown Berkeley, the 90-year-old Regal UA Theatre, closed in 2023, and other theaters have also shut down in recent years. Rising wages and energy costs add to the challenges, making profitability more difficult.
Innovative Strategies
To bring audiences back, Rialto Cinemas has tried various tactics, including a series of free movies. These include a monthly family matinee and a "big screen classic" series. Despite these efforts, the theater still needs more visitors to survive.
A History of Resilience
The Elmwood theater, which first opened in 1919, has survived numerous challenges over the years, including a fire in 1988, a flood in 2004, the pandemic in 2020, and a car crash in 2023. With the new food and drink menu, the theater is heading in the right direction but still needs community support.
Call to Action
"The underlying message is movie theaters cannot survive without your support, so come to the movies," urged Ky Boyd, who runs the theater with his husband, Michael O’Rand.
