Mayfair Theatre forced to be creative as its COVID-19 shutdown continues

Ottawa theatre owners have been forced to get creative with fundraising and community engagement efforts, as their businesses have remained closed through Stage 2 of the province's economic reopening plan.

The historic Mayfair Theatre is Ottawa's oldest active movie theatre, operating since 1932. Its owners decided to officially suspend operations on March 15, as the severity of the COVID-19 situation became clearer, cancelling the remaining day's showings during the afternoon. The shutdown snapped a 17-week streak of showing Academy Award-winner Parasite, which set a Mayfair record.

They are now approaching the fourth-month mark since screening their last film. But co-owner Josh Stafford said they're not in panic mode. He explained that Mayfair's ownership and staff have actually been pretty busy.

In the first few weeks following the pandemic closure, Mayfair hosted a fundraiser in which the theatre’s patrons could donate money to have their name, or the name of a loved one, put on a name plate attached to a seat inside the theatre.

According to Stafford, not only did they sell a name plate for each seat in theatre, it gave them the chance to hear many personal stories about patrons’ personal experiences at the Mayfair.

“Someone who had a family member who loved the Mayfair who has passed away,” said Stafford regarding the different names that will now don his theatre’s seats. “Name plates for their kids, for their dogs because it was their first date at the Mayfair.”

Film distributors have also provided support through their offering of “Stay at Home Virtual Cinema Support for Mayfair Theatre.”

The theatre has partnered with film distributors to offer online rentals of independent and cult classic movies, like this Friday’s showing of Petey Wheatstraw with commentary from film media personalities. Mayfair receives a cut of the profits for viewers they bring to the live commentary streams through their website and social media.

MEDIA: NEW DATE for PETEY WHEATSTRAW, THE DEVIL'S SON IN LAW with live commentary – https://t.co/q91H8UQWku pic.twitter.com/nIJ8QazDGX

— Mayfair Theatre (@mayfairtheatre) June 18, 2020

Stafford stressed how important of the local community’s support has been, not only during this time but throughout the history of the theatre.

“We really are an anomaly and we shouldn’t technically exist. Up until this crazy world-wide pandemic, we were doing very well. We are doing well because people are buying tickets and eating popcorn. It’s not a surprise that we have these great patrons but it was brought to the forefront during this lockdown,” said Stafford.

In terms of reopening, Mayfair is waiting, like the rest of us, to see how COVID-19 infection rates progress and when the government announces changes to business restrictions.

Stafford said the theatre could potentially offer private rentals to start prior to opening completely to the public but everything is on the table at this point until more information is available. The theatre owner has been running Mayfair’s social media account in the meantime and has continued recording a weekly movie podcast discussing film news and history.

Asked about what they would like to show when they first reopen, Stafford said they program weekly, which means they can pick and choose what will be relevant to that time. It could be Jaws as it is celebrating its 45th anniversary or it could be a movie relevant to the current Black Lives Matter movement like Spike Lee’s iconic Do the Right Thing.