lance.gaither@bluegrassnewsmedia.com

Danville Cinemas 8 is now under the management of Phoenix Theaters Entertainment, a Knoxville, Tennessee-based company, as of June 14.

With a vision to enhance the movie-watching experience, Phoenix Theaters Entertainment is introducing a host of modernizations. These include the convenience of online ticketing with reserved seating and an updated concessions menu.

“We wanted to make it cleaner, brighter, and more informative,” said Phoenix Theaters Entertainment President and CEO Phil Zacheretti. “We are really offering a lot of the same items. We are just packing in differently.”

Zacheretti explained that streamlining the concessions menu helps reduce inventory management and overhead costs. Phoenix Theaters Entertainment prides itself on bargains offered to customers. Customers can purchase an annual popcorn bucket for $14.99, which can then be filled for under $5 on subsequent visits for an entire year.

In addition, the new Bargain Tuesday has $5 movie tickets for any movie showing all day. There will be a surcharge for any 3-D film showtime.

“I believe we are the only theater company in the country that offers the free candy combo,” Zacheretti said. “Purchase a large drink with a large popcorn and get free candy. I have done it since we started our company. People like free. We want to give everyone a break. Times are what they are.”

All previous employees of the theater were retained during the transition of management. General Manager Robin Strey will continue to offer excellent customer service. Concession offerings will include a new selection of candy, Orville Redenbacher popcorn, Pepsi products, pretzels, and Icee products.

Zacheretti said there are more exciting improvements in the pipeline. Phoenix Theatres will soon offer a loyalty program to reward regular customers with free movies and food items based on their purchases. Free membership will be available at the box office or concession stand.

“Phoenix Theatres is proud to assume management of the Danville Cinemas 8,” Zacheretti said. “We look forward to offering our patrons new and exciting options previously unavailable to them. We look forward to continuing to serve the greater Danville area for years to come.”

The theater is accessible for people with disabilities. Special equipment is available to assist moviegoers who are deaf, hard of hearing, blind, or have low vision.

Phoenix Theaters Entertainment was founded in 2001 and manages 11 locations in 10 states.