The concession stand employees await the next wave of popcorn crowds on opening night.

Click photo to enlarge.

The first showing of The Queen was one of four shows sold out as of 7:30. That premiere featured a star-studded audience, including Congressman John Olver, State Senator Stan Rosenberg, State Representative Ellen Story, Select Board members Gerry Weiss, Anne Awad and Robie Hubley, and PeoplesBank President and C.O.O. Doug Bowen.

Also in attendance was developer and patron saint of the cinema redevelopment project, Barry Roberts, along with his family and contractor crew. The crew included Jeff Pickering of W.S. Pickering & Son plumbers; Ron and Don Shepard of Shepard Electric; and Steve Shumway of Shumway Painting Company. Unable to attend was Foreman Jeff Miller. According to Carol Johnson, President of the Amherst Cinema Arts Center Board of Directors, that first showing was dedicated to Roberts and his crew, who worked tirelessly to make the opening a reality.

Plenty of other cinema supporters and enthusiasts joined that crowd – enough to sell out the second showing of The Queen and two showings of For Your Consideration. So far. And Johnson said that many tickets were already being purchased for showings of both films over the next couple of days, using the on-line purchasing option that went live on the cinema’s web site today.

The concession stand had also been a big hit, said Johnson, citing the non-GMO popcorn with real butter, ice cream bars from Cook Farm and Ben & Jerry’s, organic teas and other special treats.

Moviegoers weren’t totally filling up on the snacks however; they still sought after-film refreshment.

Linda Cudnohufsky was filling in as a Tabella hostess Wednesday evening, and she said “As soon as the movie let out, there was a big rush to get in here.”

When I inquired about the cinema goers impact at Amherst Coffee, an unidentified man behind the counter laughed and said “Are you kidding me?” as he motioned around the crowded bistro. His co-worker, Lee Godleski explained that they had intended to be closed tonight, but opted to be open because of the cinema’s big night. In fact, said Godleski, they now intended to stay open until 12:00 or 12:30 – later than usual – to accommodate the après theater crowds.

Around the corner at Chez Albert, the direct impact was harder to gauge, according to Emmanuel Proust. “We’re always full, because we’re so small.”

But he was excited about the cinema and optimistic about its overall effect on business. “I’m sure it will be great,” he said.

Johnson said now that the building has been completed and they are open for business, the next priority is continued fundraising and business development programming. The non-profit organization, Amherst Cinema Arts Center, Inc., has an overall goal of raising $3.25 million dollars in order to pay off its loans and purchase the cinema building at cost from Roberts. This year’s portion of the goal is $1.25 million. Including the $275,000 in federal dollars from a HUD economic development grant secured by Congressman Olver, Johnson said the organization is within $100,000 of its goal for the year. Once that is met, the group will qualify for matching funds from public and private sources, including funds made available under State Cultural Tourism legislation, which Senator Rosenberg sponsored.

Individuals wishing to contribute can do so by purchasing annual memberships to the cinema as well as other options detailed in the membership & giving section of the cinema’s web site.

The business development programming is key to keeping the everyday operation running, according to Johnson. This entails not only ensuring that the cinema has access to prime films that people will want to buy tickets for, but also finding ways to leverage the facility during non-prime movie times such as by hosting seminars and other events well-suited to the screening rooms.

“It is very important to keep the revenue stream steady to support the arts programming,” said Johnson.

Those wanting to inquire about the availability of screening rooms for meetings or events should contact the office and speak with General Manager Beth Moore Roberts or Business Manager Aline Roy. They can be reached by phone at 253-2547, or by e-mail at info@amherstcinema.org.

The excitement of the opening continues this weekend. Look for the sky dancer searchlights beckoning the crowds downtown.

-- Stephanie O’Keeffe