Seating is believing

by Town Reminder

Tower Theaters reveals renovations with grand re-opening

By Kristin Will
Staff Writer

SOUTH HADLEY – Tower Theaters is celebrating the start to a new year and new look with special events planned throughout the month of January.
A full renovation of its two movie theaters took place across four days last month.
The 25-year-old theater seating was replaced with more modern black leather Barcelona cinema chairs, made in the U.S.A to boot.
The 24-inch-wide seats are modeled after Ford Mustang bucket seats and include cup holders, retractable arms, more legroom and springless suspension and feature concession trays and booster seats.
The first showing after the seat installation, said Tower Theaters owner Robert Adam, was a 12-hour movie marathon. Adam said patrons told him, “Thank God you had these chairs – we couldn’t have done it without them!”
A few seats were lost in the conversion, but each theater seats nearly 100 moviegoers at a time.
Another highlight of the renovations, said Adam, is proper disabled seating and companion seating.
New flooring and carpeting were also laid down during the renovations.
Plus, there is now a dedicated space in the back of each theater for private events, such as birthday parties.
“We’re completely revamped and ready for the next 25 years,” said Adam, calling it a modern experience to view a movie at Towers.
The theater completed its conversion from film to digital in 2011 and now offers 3D showings.
“We are the most comfortable modern theater in the area,” he said. “I don’t think there’s anything like it in the state.”
Grand re-opening festivities begin Thursday, Jan. 3 with free viewings of a George Balanchine’s ballet, “Jewels,” and Giuseppe Verdi’s opera, “Aida” from 5 to 7 p.m. Free appetizers and beer and wine will be available.
The celebration continues throughout the month of January.
Every Friday and Saturday, patrons will have the option to purchase beer and wine to enjoy during their shows.
The beer and wine component is a trial run, said Adam, of what could possibly become a seasonal staple down the road.
“We’ll see how it goes and judge customer reaction,” he said.
Hors d’oeuvres will be offered before every show on Friday nights.
Free small popcorn will be offered Monday through Thursday. Refills of popcorn and soda will cost $1 Friday through Sunday.
Children will be able to view two free 35-minute shorts Sunday mornings from 11 a.m. to 12:30 p.m. throughout the month as well. The shows include nature shorts and storybooks read aloud with animation on the big screen.
“We’re re-welcoming the community and letting people know to try us out if you haven’t been here in a few months,” said Adam. “It’s all totally spectacular.