Mommy Matinees at McMenamin's
Popcorn, Soda, and a Diaper Bag - Mama's Ready for a Flick!
McMenamin’s hit on something when it started offering its “mommy matinees” a few years back – they’ve been so popular that parents continue to come, even after their children have outgrown the baby stage. “We have some regulars on their second, third child still coming,” says Peter Boicourt, theater manager at McMenamin’s Kennedy School, where the mommy matinee is a popular outing.
Originally conceived as “a cry room,” Mommy matinees appeal to new parents who like being able to come with their infants to enjoy some dark hours in the company of other adults who won’t complain if their baby fusses (or screams). As the children have gotten older, however, some adults expressed concern about overt violence or foul-language in movies that the kids could see and hear.
Kennedy School responded by varying the movies it shows, so now the “mommy matinee” is more of a family matinee. This approach appeals to its core customers – those who have been there since the beginning and are now coming with their older children on days when school is out. Hence, within the span of three weeks, you might see “Charlie Wilson’s War” or “Sweeney Todd,” or you might show up for “Alvin and the Chipmunks” or “Veggie Tales.”
“I do feel for the moms who show up, just wanting to get out of the house, thinking they don’t care what (movie is playing), and all of a sudden, it’s a family movie,” says Boicourt. On the other hand, many mothers did not care to be surprised with overt gore or salty language either.
Boicourt, for one, is not complaining. “We’re not lamenting that it has (evolved). Not at all."
The McMenamin’s Kennedy School theater shows mommy matinees most Mondays at 1pm (updated: the matinees run several times a week; check online for times). The theater in St. John’s also shows mommy matinees on Wednesdays at 1pm. The theaters update their movie listings on Thursdays, so check in advance for the show you’ll be seeing. www.mcmenamins.com
