By Anthony Morgan 

Palace Amusements has joined the list of local companies pivoting and re-energizing operations to survive the effects of the COVID-19 pandemic.

The initial outbreak of the virus in Jamaica contributed to the company posting a net loss of J$100 million (US$684,000) for the 2020 financial year, compared to a profit of J$70 million (US$480,000) a year earlier. The theatre’s stock plummeted by 55% in 2020, making it the worst performing stock on the market for the year. 

Melanie Graham – Manager and Director, Palace Amusement Company

However, Marketing Manager and Director, Melanie Graham said the 100 year old company is not ready to call it quits and has been experimenting with a number of options to boost box office sales, despite challenges with acquiring new movies.

“We are influenced by what is happening worldwide and especially by what is happening in the United States because that is where most of the pictures are coming up. Production had shut down, it’s barely starting to open up now,” she said.

“So if they [picture distributors] see that they are having a bad time in the United States with rising COVID infections for example, the release dates get changed. Some have moved to February, April, June,” she added.

Graham said the pictures being shown now in the theatres are all new, but business remains slow. Palace had shut its doors in March and was allowed to reopen around July under strict containment measures. 

To attract more viewers, the company has extended its popular half-off deal to four days, from Mondays to Thursdays instead of the usual Mondays and Tuesdays.

“Hopefully it will help people to say we need a break, we need to go out,” she reasoned.

Additionally, Graham said Palace has also instituted a special on viewings at its newest drive-in location in New Kingston. The new theatre opened in October, following the closure of its Cineplex in Liguanea, St. Andrew and Multiplex in St. James.

“We were seeing single digit patrons coming. That couldn’t even pay to open the doors,” Graham lamented.

Graham said every weekend, until the end of February 2021, the cost per car to watch a movie at the drive-in will be $2000 (US$14), which covers 4 adults or 2 adults and 2 children.

“We’re trying different things to survive,” said Graham who also disclosed that the company’s two remaining locations were seeing more business than the drive-in which can only accommodate one showing at 6:30pm due to the nightly curfew.

At the same time, the Director said the drive-in has potential to greatly contribute to the company’s balance sheet post COVID-19, as it’s more family oriented and provides a niche experience which the younger generation was never exposed to.

Patrons to the drive-in can also purchase items including popcorn, hotdogs, pan chicken as well as drinks to go with the movie.

“You can take the children at a younger age, they can fall asleep in the car and I think there is definitely a place for it as it’s still quite unique,” said Graham.

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