Let’s Help the Cerrito and Elmwood Get Over This Latest Hurdle!
Rialto Cinemas was planning to re-open the Cerrito Theater on November 20, and the Elmwood Theater on November 25. Recent health orders for Contra Costa and Alameda Counties have made this impossible. To make it past this setback, they’ve increased the goal of their GoFundMe campaign from $75,000 to $125,000.
Please, if you’re able, won’t you consider donating to their GoFundMe campaign? If you’ve already contributed, please consider making another contribution. Just click on this link.
Also, Rialto Cinemas, in a new program they call Popcorn Pick-Up, is going to sell food from the Cerrito every Saturday starting on November 21, and from the Elmwood every Sunday starting on November 22. Both theaters will sell popcorn, sodas, and candy. In addition, the Cerrito will sell nachos, burgers, two kinds of pizza, quesadillas and chicken tenders. The hours will be 2:30pm to 5:30pm. More details are on the Rialto web site. Buying snacks and other food from these theaters will help keep them going until they’re able to resume normal business.
Thanks for helping to keep our theaters going in these tough times!
Let’s keep the Cerrito and Elmwood Theaters alive!
Rialto Cinemas has started a GoFundMe campaign to help them keep the Cerrito and Elmwood theaters alive. They had to shut these theaters down on March 17 because of the pandemic. Since then they’ve gotten a PPP loan and an Economic Injury Disaster Loan, and they’ve been relying on gift card sales and Virtual Cinema for revenue. It’s not enough, though. Their expenses are about $20,000 a month, even with these theaters temporarily closed.
We all want the Cerrito and the Elmwood to re-open when it’s possible. Please, if you want to help keep Rialto Cinemas afloat until then, consider donating to their GoFundMe campaign. Just click on this link.
The following is from a release by Rialto Cinemas, the owner and operator of the Cerrito Theater:
In the future will we be able to go to the movies?
Rialto Cinemas Cerrito has been an important part of the cultural landscape of El Cerrito from the day we opened our doors in 2009. But now, because of COVID-19, all of that is at risk. This theater is central to the El Cerrito downtown. We are an “anchor store,” we are at the heart of the community. We are a driver of our local economy and a boon to neighborhood businesses. But without more help from Congress, we fear for the future of our theater and our industry.
We closed for the sake of public health and are abiding by strict safety restrictions and guidelines as we plan our reopening. But even when we are able to reopen, it will be very difficult to sustain our business with limited capacity. We need more relief so that we can survive this crisis.
We call on Congress to urge Treasury and the Fed to DO MORE for businesses in distress, and to ensure that lending programs are designed and open to the businesses that need the most help. The requirements of the Main Street Lending Program effectively shut out theaters of all sizes. PPP loans helped some small theaters temporarily but the terms weren’t sufficient to protect shuttered industries. We need further action by the federal government to implement better loan programs under the CARES Act that help cinemas of all sizes.
In addition to full implementation of the CARES Act, we urge Congress to pass the RESTART Act. The RESTART Act will provide an essential lifeline to our business with seven-year loans covering six months of expenses. The loans are partly forgivable commensurate with the level of losses experienced by the borrower. This will give us the runway we need in order to build up our vital business again.
Without the relief offered by full implementation of the CARES Act and RESTART loans, there’s a strong chance we will have to close and our 30+ employees will lose their jobs. Our theater employs first-time jobholders, people with disabilities, and other vulnerable demographics often underrepresented in the workforce. If we are permanently shuttered, our employees will be deprived of their livelihood and all the stability that comes with it.
After this crisis is over, we will need the unifying experience that movie theaters provide more than ever. Join us to ask Congress to #SaveYourCinema and help all beloved neighborhood cinemas survive.
You can help by clicking on the following link and signing the on-line petition to Congress to pass the CARES and RESTART Acts: