As movie theaters across the nation grapple with a crisis, a few local cinemas in Utah are adapting by diversifying their offerings to keep their doors open.
Brewvies, a unique theater in downtown Salt Lake City, has been serving the community for nearly 30 years, but it’s not just a place to catch the latest films.
With a full bar and a variety of food options, it attracts moviegoers looking for more than a standard cinema experience.
Lead bartender Jesse Wroe proudly notes, “We have that fortunate distinction of being the only movie theater bar in the whole state. In a way that’s to our advantage, because there’s no competition.”
Beyond drinks, Brewvies hosts Humpnight—a themed movie night every Wednesday—featuring older and lesser-known films, which helps it stay relevant and attract customers.
Manager Andrew Murphy explains that these theme nights play a crucial role in the theater’s operations. “The pandemic caused the number of screens to decrease by 5% nationwide, with many Utah cinemas like Cine Pointe 6 and Maven Cinemas closing for good. But Brewvies is finding ways to thrive.”
Along with special movie nights, Brewvies actively supports Salt Lake’s independent film scene, offering the venue for local filmmakers to premiere their works or conduct screenings.
The atmosphere at Brewvies is anything but typical—the audience is encouraged to engage and react, making it a vibrant place to watch films.
When a funny scene or a shocking moment occurs, the audience’s reactions create an electric environment that’s part of the Brewvies experience.
However, not everyone appreciates the interactive nature of the shows. Wroe mentions, “I’ve given out refunds and free passes to [people] who are saying, ‘Why won’t they stop talking?’”
Despite this, regulars like Tyler Harrah embrace the lively atmosphere. “It’s different than any other theater,” he shares. “There’s no better way to view it than with just a rowdy crowd, and Brewvies will do that to you.”
This sentiment is echoed by high-profile figures in Hollywood. Best director winner Sean Baker highlighted the importance of the communal experience of watching films in theaters.
At the Academy Awards, Baker urged audiences to return to theaters, noting, “It’s a communal experience you simply don’t get at home. And right now the theater-going experience is under threat.”
Brewvies is just one of many theaters in Utah exploring new ways to attract viewers.
Stadium Cinemas in Payson has taken the approach of giving back to the community, which owner Kris Phillips credits as key to their success.
Phillips supports local schools through donations and field trips, fostering a sense of loyalty among community members.
“I have heard from customers that say they do pay attention to advertising and events, saying, ‘OK, well, this business has supported the school here, so we’re going to support them,’” Phillips explains.
While she’s proud of her efforts, Phillips emphasizes that not all factors impacting theater attendance are within their control.
“We’re reliant completely on Hollywood releasing good films,” she says, pointing out the challenges posed by ongoing strikes in the film industry that affect all cinemas.
In Southern Utah, the Panguitch Gem Theater has taken a different route to keep the business alive.
Manager Chris Kaspar, whose father purchased the theater when it was on the verge of being sold, has transformed it into a multifaceted entertainment space.
“We added a Mexican restaurant, an ice cream parlor, and even a rock shop,” he elaborates, showcasing their versatility to attract customers.
Despite the additions, the Gem Theater still faces challenges in attracting audiences.
According to Kaspar, technological advancements have made home viewing more appealing and accessible.
“Now everybody has a movie theater in their living room, so not as many people go to the movies, and so that’s one big change,” he observes.
He also notes that the reduced attention span of audiences has diminished the allure of sitting through an entire film.
For moviegoers like Tyler Harrah, theaters hold a special significance beyond just being venues for entertainment.
After a lonely pandemic, he sees theaters as crucial third spaces where community members can gather and connect meaningfully.
The survival of these theaters reflects a broader cultural conversation around the importance of communal experiences in an increasingly digitized world.
As Brewvies, Stadium Cinemas, and the Panguitch Gem Theater demonstrate, the resilience and creativity of local theaters in Utah show promise in keeping the cinematic legacy alive, regardless of the challenges they face ahead.
image source from：https://www.kuer.org/arts-culture-entertainment/2025-04-28/bars-cafes-and-neighbors-utahs-indie-movie-theaters-need-to-be-more-to-survive
