At Cape Ann Cinema, you’ll be on the edge of your (very comfy) seat
GLOUCESTER — Ever wish you could take your old recliner along to the cinema so you can sit in familiar comfort while watching a movie? Well, the Cape Ann Cinema and Stage almost answers that prayer.
Upon entering the second floor room in an unassuming building on Gloucester’s narrow Main Street, you would be forgiven for thinking this is a secondhand furniture showroom: It’s packed with vintage couches, recliners, armchairs, and coffee tables, all neatly arranged in rows.
But at the front is a low stage and a very large screen. This is definitely a cinema. And while you can’t bring your own seat, you should find one to your liking. In fact, moviegoers here often try several couches or chairs before settling on the one for them.
“We call that playing Goldilocks,’’ says the Cape Ann Cinema’s founder and creative director, Rob Newton. “She tried each bed till she found the most comfortable. You should see a movie in comfort,’’ he adds. “We want to convey the comforts of home.’’
Just over a decade ago, Newton founded the Cape Ann Cinema as a pop-up before moving into this current space in 2008. One way or another, Newton has spent his life in film — as a video store clerk, as a movie critic, cinema owner, and co-founder of the Cape Ann Film Festival — and it all began with just one movie: “I saw ‘Star Wars’ in 1977, and it changed everything.’’
Hence, the plethora of “Star Wars’’ memorabilia he shares with Cape Ann Cinema-goers.
While you might find that legendary tale on the screen here now and again, but the theater shows mostly first-run movies. Each summer, there are outdoor screenings in a city lot and the building’s second, smaller screening room, the Magic Lantern, is now open.
“The Magic Lantern is running three to five shows daily. Most people like it, though others lament the lack of the familiar sprawling couches,’’ says Newton. “I’d like to be able to open another screen or two within five years. If we could get the rest of the building, we could do two more 50-seat rooms and create a roof deck for outdoor movies all summer long.’’
Adding to the comforts is a concession counter with candy and a freezer stocked with Ben & Jerry’s, plus a selection of — what else? — Coppola wines. The cinema is BYOF, but when it comes to bringing your own food, “we have a three S rule: smell, sound, and slop.’’ People have to avoid those, Newton says.
“We also have a National Parks policy regarding trash: pack out what you bring in,’’ he added.
Keeping the place clean and fresh smelling is a priority. All seating has been strictly vetted: It comes from pet-free, smoke-free homes, and is quarantined and cleaned, but does not smell of chemical-laden products like Febreze. “In 10 years, we’ve never had a problem with the couches,’’ says Newton.
The problems here are the same as at any cinema. “The bane of a theater operator’s life are cell phones and we’re not immune,’’ Newton says. “Because it feels like someone’s living room, people are more prone to get more chatty — they relax too much. In fact, we’ve had to wake people up so many times.’’
The Cape Ann Cinema and Stage, 21 Main St., Gloucester. 978-226-3800.
