Built in 1935, the Radford Theatre has remained a staple of the city of Radford, as well as a premier Main Street attraction.

Since re-opening in 1983, the theater has been helmed by Frankie Kirk. In 1959, he worked as the manager of the Lyric Theatre in Blacksburg. Kirk knows a good deal about movies, and possibly more about the community he serves. According to Kirk, the Radford Theatre is one of the last remaining single-screen theaters in Virginia that shows first-run movies. He tries to show the film that is going to be the most crowd-pleasing and the most successful at the box office.

Kirk said that how well the theater does, depends directly on what movie he shows.

“We could have anywhere from 30 to 300 people on a single night, it just depends on the movie. Films like Titanic and Passion of the Christ were some of the most successful and most lucrative movies we have ever shown,” Kirk said.

Kirk cites the reason for the Radford Theatre’s success as his loyal customers, some of which come at least once a week. Local townspeople of Radford are his best customers because they are here year-round. Radford University students visit the Radford Theatre but not in huge numbers.

Radford University senior Andrew Stark said, “I usually don’t go to the Radford Theatre because they only show one movie and it never crosses my mind to drive by and see what is playing.”

Kirk confirmed this statement by saying, “We (the theater and the students) come from different times. Most expect to walk into a twin theater, and are let down that we only have one movie showing. I believe we are part of the education system . . . the unpaid part.”

So what are the future business plans to attract more viewers to the Radford Theatre?

According to Kirk, the theater will continue to stick with the same format that has worked thus far. He merely wants to maintain the theater and keep it clean, basically looking like it did upon being built in 1935. He will not show old movies because in the past, they have not paid off. So Kirk goes with the tried and true method of running a business, “If it ain’t broke, don’t fix it.”

However, Director of Main Street Radford, Becky Haupt, tries to incorporate other methods to bring attention to Radford’s Main Street, including the Radford Theatre.

“Main Street Radford is partnering with the Radford Theatre on October 24; sponsoring a matinee where kids are free and adults are only $1. We will be showing the movie Monsters vs. Aliens and children can pick up their tickets at their schools or at the Farmers Market. Hopefully, there will be a big turnout and this will create a ripple effect throughout the community.”

Radford City Florist owner Curtis Graham believes the Radford Theatre is doing a good job of directing traffic toward Main Street after his business and most of the other surrounding businesses are closed for the day.

“The Radford Theatre helps bring people down to Main Street during the night, especially if they are showing a family-oriented movie, where families can have a bite to eat and then see a movie,” Graham said.

The Radford Theatre is currently playing the highly anticipated Couples Retreat, starring Vince Vaughn and Jason Bateman. Kirk believes Couples Retreat will be a big seller and is hopeful for a good turnout.

Frequent movie-goer Jason Bowers said, “The Radford Theatre is inexpensive and close by; and they usually show the best movie of the weekend anyway. There is no reason not to come to this theatre.”

The Radford Theatre, which is open seven nights a week, 364 days out of the year, has showings at 7 p.m. and 9:15 p.m.

4 REASONS TO CHOOSE THE RADFORD THEATRE:

1. It has 405 seats; quite a lot of room to hold many moviegoers.

2. It has that”old-quality” feel to it, which only adds to the viewing atmosphere.

3. The ticket price is only $5.

4. Lastly, the popcorn uses “real butter!”

The Radford Theatre is located at 1043 E. Main St. in downtown Radford. Phone: 540.639.0772

Josh Nash is an intern for the New River Voice.