Boxoffice Pro Q1 2021

7
B&B THEATRES
Location: Kansas City, MO
Founded: 1924
Screens: 429 ↗ 3%
Locations: 49 ↗ 2%
Family-owned B&B Theatres
was among the first major
circuits to close all its
locations in mid-March,
just as the full scope of the
pandemic began to come into
view. Days after announcing
the closures, film director
Christopher Nolan cited the
chain by name in a call for
support of the beleaguered
industry, published in The
Washington Post.
While the majority of their
locations remained closed
throughout the summer, B&B
was able to get back in touch
with moviegoers at their three
drive-in screens—a crucial
lifeline for the circuit during
the pandemic. While drive-in
revenue didn’t fully replace
income lost at its closed
theaters, it helped contribute
to other efforts like takeout
concessions and gift card sales
during the most difficult period
of the pandemic.
Once its theaters reopened,
B&B expanded inclusive initiatives
like its nationwide Sensory
Backpack program. The
program, developed with the
guidance of Variety – the Children’s
Charity of Kansas City,
makes backpacks containing
sensory aids like weighted lappads,
noise-cancelling headsets,
dark glasses, and fidget
cubes, available to borrow at
the box office at no cost.
Even with all the disruption
caused by the pandemic,
B&B was nevertheless able
to expand part of its circuit
in 2020. The circuit unveiled
its newest location, a totally
renovated 14-screen multiplex
in Jackson, Mississippi, in
September, just days before the
U.S. release of Tenet.
8
MALCO THEATRES
Location: Memphis, TN
Founded: 1915
Screens: 363
Locations: 35
Like other chains in North
America and overseas, Malco
Theatres responded to the
challenges of the coronavirus
pandemic—specifically a
lack of content from major
Hollywood studios—by offering
private screenings for small
groups of up to 20 people,
branded under the name Malco
Select. The circuit introduced
Malco Select in early October,
following a phased reopening
throughout the summer. Said
Malco president and COO David
Tashie at the time: “While we
have always offered packages
for mid-sized and large groups,
this new program is geared
toward guests who want to be
able to select a movie and have
their own private screening for
themselves, family, and friends.”
During the early spring
months of the pandemic,
Malco stayed connected with
its customers with trivia
nights, bulk popcorn sales,
and revamped social media
initiatives; it also welcomed
moviegoers to its Summer
Drive-In Theater starting in
mid-May. The four-screen
drive-in theater, located in
Malco’s home city of Memphis,
remained in operation
through the autumn and
winter and into early 2021.
Moving into the latter part of
2020, November saw Malco add
a video game component to its
Malco Select program, inviting
those interested in a private
auditorium rental to bring their
own console and games.
Reflecting the challenges
theaters in general have faced
throughout 2020, the final
month of the year saw Malco
close its indoor Memphisarea
theaters in accordance
with local health guidelines;
Malco locations that remain
open ended the year with
a combination of recent
releases, older classics, and
specialized programming.
Q1 2021
29
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