Spokane’s newly reopened Garland Theater has seen success in its first few weeks, with nearly 2,200 people attending the very first weekend. Still, the Garland Theater has seen many shutdowns and setbacks in the past, so what is in store for its future, and why should Whitworth students care about this iconic Spokane building?
Since it opened just after the end of World War II in 1945, the Garland Theater served generations of movie-watchers and hosted other events from live comedies to ceremonies and even weddings. However, the theater has seen several shutdowns and different owners. In fact, it was just over two weeks ago when Garland reopened under three new owners.
The new owners seem optimistic about Garland’s future. It appears COVID-19 made people want to live life more than ever before all the pandemic madness started, and the Garland Theater is one of the best places to play into the “nostalgia factor” that many are looking for today. One of their hopes is that they can appeal to the nostalgia factor of a classic movie experience.
“We’re just trying to bring back [the] experience of going to a movie,” said Jasmine Barnes, one of the new Garland Theater owners.
But at the Garland Theater, it is more than just watching a film; the experience is meant to be fun and engaging.
“This past weekend we did ‘Army of Darkness,’ and people were cheering during it and laughing and quoting things and making noise. It was very interactive,” said Barnes. This kind of audience communal interaction in the theater stands in stark contrast with watching a film on a streaming platform. What is more, Barnes highlighted going to the movies at the Garland Theater as a bridge between multiple generations. On any given night, it is possible to see members of all generations attending the Garland Theater.
“We had a woman that came on opening weekend as a child, and [she] got to come back now in her 90s. […] She has great grandkids [and] they are still coming to the theater,” said Barnes. “It’s something that everyone grew up with. Everybody who’s from Spokane saw their first movie here. […] It’s become a community staple and a generational thing.”
The wonder of the Garland Theater struck Barnes when she was a student at Whitworth. Having moved from California, Barnes was unfamiliar with Spokane. One day, one of her roommates invited her to the Garland Theater. When they arrived, Barnes was astonished by how vintage yet large the theater was, and how inexpensive the tickets were. Not having money and studying full time, the Garland Theater became the only place where she could unwind each week and watch a film for only a dollar.
“I was doing 17 credits a semester, so the only time I actually relaxed [was when] I started coming once a week,” said Barnes.
For today’s Whitworth students, the Garland Theater can still be a bang for your buck. Tickets are only five dollars —a fraction of what you might pay in a conventional theater. In addition, membership to the Garland Theater’s movie club is only five dollars and includes a free movie every Sunday.
Another difference between the Garland Theater and conventional theaters is that the Garland Theater is not forced to run brand new films, or “Hollywood crap,” as the owners call it. The Garland Theater is a “very approachable theater; it’s affordable and enjoyable,” said Tyler Arnold, another of the new owners of the Garland Theater.
These attributes, along with the historical and cultural significance, lay at the center of the Garland Theater’s mission. But the future of the Garland Theater’s success, according to Arnold, ultimately depends on the community. “If they want Garland to survive, they have to come to the movies. Plain and simple,” said Arnold.
While the first few weeks have been wildly successful, it is likely that attendance will go down as the novelty of reopening and new ownership dwindles. But the new owners are dedicated to bringing a quality, authentic experience that is inviting and fun, and Barnes believes that the Garland Theater has a lot to offer for Whitworth students looking for a night out.
“I started coming here when I was at Whitworth. It was a treasure to me. I wish more people from Whitworth would come down here,” said Barnes.
To buy movie tickets or learn more about what the Garland Theater has to offer, check out their website here.
