By Emily Ford
eford@salisburypost.com
KANNAPOLIS ó What’s better than going to the movies?
Going to the movies for free.
Starting next week, the Gem Theater in downtown Kannapolis will show the 7 p.m. movie for free every Wednesday as a way to battle the recession.
The historic theater, which includes a balcony, seats about 900 people.
“We are constantly being bombarded with news about the economy, layoffs, the unemployment rate,” owner Steve Morris said. “Movie theaters offer a way to escape for a couple hours.”
Even though the Gem only charges $4 for adults and $3 for children and seniors ó about half the ticket price at most theaters ó some people still can’t afford it, Morris said.
“For many people, going to the movies has become a luxury item,” he said.
The Gem will host Recession Buster Wednesdays starting Feb. 18 as a gift to the community that has supported the theater for 72 years, Morris said.
The Gem also hopes “to make some new friends,” he said.
Although free for moviegoers, the promotion carries a price tag for the theater.
The Gem has to pay film companies a percentage based on how many people come to the theater each night.
Even though the Wednesday night show will be free, the Gem still will issue tickets and pay between 35 to 80 percent of ticket “sales.”
Morris isn’t sure how long the recession buster will last.
“We’ll have to see what kind of response we get,” he said.
The first free movie will be “Confessions of a Shopaholic,” rated PG, at 7 p.m. Feb. 18. The theater will keep regular concession prices, also significantly lower than other theaters. Drinks and popcorn start at $1.75, and candy costs $1.
The Gem is located at the N.C. Research Campus on West First Street, next to Restaurant 46.
The Art Deco theater features many original architectural details, including the neon sign above the marquee. The Gem’s Web site lists showtimes, directions, theater history and more at www.gem-theater.com.