How One Local Business is Adapting to the Pandemic

photo credit: Jon Platek (2013) (CC-BY SA 3.0)

On Friday, October 2nd, 2020, I got a chance to talk with Angela Mass about the current state of the Greenfield Garden Cinema. The Garden is an icon of Greenfield’s downtown, providing entertainment to the community since 1929.

Greenfield Garden Cinema has changed ownership many times in its history, most recently being purchased by Mass and her husband Isaac in November of 2019. Just a few months after the purchase, the pandemic hit, impacting many businesses around the country including the cinema.

Following the purchase they began making updates, including fixing mechanical problems with the lift for disabled patrons, and renovating the marquee. They pursued a wine license, created an online presence, and sold merchandise. Their online presence now includes an Instagram (@thegardencinema), and their own website where you can stream movies, buy t-shirts and posters and get information about the movies being played (http://www.gardencinemas.net).

The cinema reopened to the public early July, at 25% capacity. Starting Monday October 5, 2020, They are expanding to 50% capacity, due to the continued low Covid numbers in Massachusetts. They are also starting to do more for the community, such as private showings, meaning families can bring DVDs in and watch their own movies, and letting kids come in for It’s the Great Pumpkin, Charlie Brown for free. And for something they’re calling “Scaretober,” they are bringing back the Halloween classics such as Poltergeist, The Nightmare Before Christmas, and many more. The community is feeling positive about the Masses continuing the Garden’s legacy. Tickets are $10 for adults, and $9 for children under 12 years old, show times are updated weekly on their website.