Lynchburg Living

Art

By by Carrie Williams

Dinner and a movie: It’s the quintessential American date, one that Lynchburg couples are enjoying more then ever with the holidays in our midst. So, where can you go to get your movie date fix?

Cinemark Movies 10 (a.k.a. “the dollar theater”) has been giving surrounding areas a cheap option for this go-to date idea since it opened in Candler’s Station over a decade ago. A bit of a swankier option was born in October of 2009, with the grand opening of Regal Stadium 14 in River Ridge Mall. Featuring stadium seating and 14 screens, Regal has become the local splurge when it comes to date night.

But, do you know about Visulite?

The new, eight-screen theater just opened its fourth location in our area, having already established itself in cities like Staunton and Charlottesville. For many reasons, Visulite is a must-try for locals looking for something a little different then your average night out.

Adam Greenbaum, owner of Visulite Cinemas, dreamed of a place for communities to go and connect, all while having the chance to view a more diverse range of films than the multiplex’s show. Since the first Visulite Cinemas opened in January of 2006, Greenbaum has seen that dream come alive as locals continue to converge upon the unique atmosphere and exclusive line-up that Visulite provides.

“People deserve entertainment–in fact, need entertainment–and it might as well be great entertainment, not just the empty calorie entertainment that we are often spoon-fed,” Greenbaum remarked. “In many ways, the term ‘movie theater’ is too limiting for what we are. The Visulite is an entertainment center.”

One of the main features that sets Visulite apart is the fact that it shows independent and foreign films. Mainstream movie titles still grace the lit posters outside the theater, but guests will find indie options there as well.

“My ultimate goal was a full-service entertainment center that provides the best, hand-picked movies and an environment that rewards customers with a great and unique experience every time they visit,” Greenbaum said.

Customers will appreciate that Visulite doesn’t limit itself solely to what Hollywood mass-produces, intent on a box office smash. Instead of having to pre-order or stream the latest documentary or independent film from home, they can now get out on the town with friends and watch it on the big screen at Visulite.

Still another distinguishing feature of Visulite apart is its introduction of the third dimension. No, not the kind you see through a pair of glasses–we’re talking real, live entertainment in 3D. The Lynchburg location has an entire theater set aside for weekly live entertainment, including musical performances and nationally known stand-up comedians.

“I believe strongly that in a world of social media and long distance communications, it’s actually more important than ever to be in the same room with people every once in awhile, to share an experience, to hear others laughing (or gasping) out loud,” Greenbaum explained. “We are social creatures, and there is no real replacement for actual social interaction.”

Parker Michels-Boyce and Sarah Nowicki, a couple local to the area, decided to check out the new theater shortly after it opened and were pleasantly surprised.

“It’s obvious that a lot of time and effort was put into the aesthetics of the theater. It feels cozy and retro, plus the colors just sort of pop,” Nowicki commented.

Both agreed that the customer service earned an “A+”, remarking that the staff was friendly and helpful.

For Michels-Boyce, the main attraction of Visulite is that it’s not your run-of-the-mill big box movie theater, both in the film selection and special events offered.

“I am always looking for movies that are not necessarily mainstream and big-budget, so I was excited to hear that Visulite Cinemas was planning to open a location in Lynchburg,” he said. “I am excited to see what kind of shows they are able to put together. It could be a really neat place to go as an alternative to the usual spots.”

For Greenbaum, it’s about more than just going to the movies. Your experience at Visulite is meant to be a social one where you connect and experience something with the people around you.

“I’ve always believed that good entertainment is not passive. It engages the audience. And I can’t think of an audience that is more primed to be engaged than the people of Lynchburg,” he said.

If you’re looking to see a hand-picked, quality film (whether big budget or indie) while supporting a local business, then consider taking a night out to the new Visulite Cinemas in Lynchburg this holiday season.

Where to go: 901 Lakeside Drive, Lynchburg, VA 24501 (0.8 miles past the entrance to Lynchburg College in the Plaza Shopping Center, the theater will be on your right)

Phone Number: (434) 845-2006

Website: www.visulitecinemas.com

Prices: Adults: $8.75, Seniors: $6.75, Matinee: $7.00, College Students: $7.00, Children (under 12): $7.00