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Virginia Theatre found in downtown Champaign. Photo by James Kyung

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Virginia Theatre »
Address: 203 W. Park St. Champaign, IL 61820
Phone: (217) 356-9053
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The historic Virginia Theatre in Downtown Champaign has been home to the famous Ebertfest and performances by the likes of Jack Hanna and Christopher Titus in recent years.

However, the Virginia Theatre is first and foremost a movie theatre, providing a theatre experience unique to the CU area, and it’s at a price that

everyone can afford.

Since 2004, the theatre has run a promotion called the “Reel Deals” series, in which ticket prices for all movie-goers, regardless of age, are $2 on Tuesdays and $3 on Thursdays, usually with a 7:00 p.m. showing time. The program not only focuses on low prices to get patrons into the theater, but usually features a popular blockbuster that has recently left the bigger multiplexes. So if CU residents happen to miss a movie they really wanted to see, or just loved it so much they want to see it again, the Virginia Theatre has them covered.

Jameel Jones, the Virginia Theatre manager, recounts the decisions related to the now popular series, “We were looking at what other local theatres like Savoy and Beverly were doing and even theatres in Georgia,” Jones said.

Many of the theatres were showing blockbuster films shortly after they had left the Theatres, according to Jones, and that gave the theatre some ideas to work with.

“It made us think that maybe we should do something like this, but we also wanted to do something different and creative,” Jones said.

The theatre then began the process of working to bring in more customers by forming a movie club and offering deals and announcements through email. Jones said the program has thus far been successful, and that he believes the Virginia Theatre has developed a unique program while allowing other local theatres to continue to do what each does best.

“So far the program has worked pretty well during the week,” Jones said. “Our budget is well maintained to cover all of our costs, and we

monitor the expenses for the two nights. We seem to be okay on both ends.” Jones said.

Disney/Pixar’s Up just finished playing at the Virginia on Sept. 1 and 3 and this coming Tuesday, Sept. 8 and Thursday Sept. 10, Virginia will be playing Transformers 2: Revenge of the Fallen. Jones is optimistic that the program will continue for some time, allowing for patrons to enjoy the experience Virginia has to offer its guests.

“We will continue to keep the program and will justify keeping the program as it gets more and more popular,” Jones said.

Jones admits that the program “may transform into something else,” but for now the program will continue. “We really want people to take advantage of this,” Jones said.

Lance Barke, alumnus of the UI with a degree in Mechanical Engineering, said he would often go to Savoy 16, but if the conditions were right, he preferred going to the Virginia. “I would definitely go if I had not seen the movie yet. It is always nice to go to a movie and not have to worry about spending the kind of money you would to go out to eat,” Barke said.

Barke has a set criterion when deciding on where to go to see a movie, as many moviegoers often do.

“I find the one with the best quality and best price,” he said. “Quality does matter to me, but price is really important to me too.”

For Barke, to change his mind on what theatre he goes to all depends on what they have to offer.

“If they have good service and a decent theatre, and I go try it, they would probably win me over,” Barke said.

For many patrons like Barke, the Virginia Theatre has done just that with their special price. After all the costs, Jones said it would not be uncommon to pay around $12 for a movie and concession, and that he’s glad the Virginia can avoid those steep costs, if not for just two nights a week. He also said the “Reel Deals” nights would make “the perfect date night on one of the biggest screens in town.”

Aside from this program, the Virginia Theatre offers a News-Gazette film series with classic films on Saturdays. The theatre is always looking for volunteers according to Jones, who would be happy to welcome them into “our family.” However, most important to Jones is making sure that CU residents enjoy the the community in which they live.

“We listen to our patrons and what people may suggest,” Jones said.