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From June 22-27, Malco Theatre in Winchester is partaking in the first-ever Cinema Week, a six-day nationwide event set out to reinvigorate theaters.

Cinema Week is supported by the Independent Cinema Alliance and the National Association of Theatre Owners. Winchester’s Malco is one of over 300 theaters participating in the nation – which totals the event’s screens to more than 30,000.

“Movie theaters connect us. They are where stories are shared and discussed in a communal experience,” said Brandon Jones, executive chairman of the Founding Committee of Exhibitor and Studio Partners for Cinema Week. “Following such a challenging year, I’m humbled by the enthusiasm and support from our sponsors and partners who want to help us remind audiences that the magic happens when you go to the movies. There’s a nostalgia there. It’s where we go for entertainment, and by launching Cinema Week, we want to preserve the culture of going to the movies.”

Malco Theatres operates over 350 screens at 34 locations across the mid-south. Company-wide and individual activities at area theaters include:

• Marquee Rewards members can earn double loyalty points on ticket and concession purchases from June 21-June 27
• Special double feature screenings of A Quiet Place & A Quiet Place Part II on June 23 at select locations
• Advance shows of F9: The Fast Saga (including IMAX & MXT screens) on June 24 at most locations
• Complimentary Shirley’s Gourmet Popcorn with purchase of a large popcorn (at participating locations, while supplies last)
• In-theater giveaways & social media prizing

“With flat screen TVs in most every home, you can now stay home and ‘watch’ movies,” added Jimmy Tashie, co-chairman of Malco Theatres. “Seeing a major action movie at home is not the same as viewing one in a true ‘state of the art’ theatre. Modern cinemas offer viewers a ‘cinematic experience’, the kind that immerses the viewer in a high-tech sight and sound journey that can only be experienced in a modern cinema with large screens and multi-track surround sound channels. Filmmakers know the difference and most prefer their art to be enjoyed by audiences in communal settings where the ‘experience’ is shared by all in attendance. No one else delivers emotions quite like the movies. So, you can watch it or experience it. The choice is yours.”

Winchester’s Malco is located at 40 Winchester Plaza.