The heavy rain of Tropical Storm Ophelia did nothing to discourage Greenbelt’s glitterati from gathering to celebrate 85 years of the Old Greenbelt Theatre. With popcorn treats, Shirley Temples flowing and live music, the crowd was murmuring and excited as they awaited the evening’s entertainment and a Grand Announcement: a name change, from Old Greenbelt Theatre to Greenbelt Cinema, with the tagline, Where Movies and Community Meet. The new logo, in teal and purple, combines an image of both projector and camera, while the two circles can also be seen as two friends sitting side by side. The new branding features the streamlined modern aesthetic and illustrates the Cinema’s goals of being inclusive, diverse, egalitarian, democratic and open to all.
A cheerful crowd of more than 250 people was welcomed to the evening by Executive Director Caitlin McGrath, who explained that the name change was the result of a year-long marketing study driven by the desire to reach more people who would love to come to the cinema. The word “old” was found to stir up negative connotations in some, while others thought it tied the cinema too closely to Old Greenbelt. The change from Theatre to Cinema is to clarify that the organization is focused on film, not stage arts.
“Eighty-five years ago the doors of the Greenbelt Theatre opened for the first time,” McGrath explained in her opening remarks. Strangely enough, on September 21, 1938, a big hurricane hit the East Coast, explaining why people are wearing coats in the historical photograph of opening night. When the theater first opened, she said, “movie theaters were a source for news. This was the location for Sunday mass, the site of the Labor Day Dance – 500 wooden chairs could be moved out. Kids could win a bicycle or hula hoop on this very stage.”
Mayor Emmett Jordan gave opening remarks, speaking in commemoration of the anniversary. Councilmembers Kristin Weaver, Ric Gordon, Judith Davis and Konrad Herling were also in attendance. Jordan thanked the organization’s board of directors and hardworking staff and the sponsors of the event, but also all those who attend and support the nonprofit, saying that the Cinema is “one of the hubs and such an important anchor for Roosevelt Center.” Jordan cited recent milestones, such as in 2015 when the city moved to support the theater as a nonprofit; a capital campaign that yielded the new roof, seats, decor and accessibility features; and, more recently, the new Screening Room.
A string of fun “home movies,” provided by the Academy of Motion Picture Arts and Sciences, featured casual, behind-the-scenes glimpses of the stars of the mid-century silver screen – Jimmy Stewart, Olivia de Haviland, Errol Flynn, Basil Rathbone, Carmen Miranda, Gypsy Rose Lee, little Shirley Temple herself cavorting with the goats of Heidi and many more. Jessica DePrest, who earned her Ph.D. in cinema and media studies from UCLA in 2022, provided informative narration to the silent home movies, with live piano accompaniment provided by Andrew Simpson.
Each attendee received a commemorative pin featuring the Greenbelt marquee reading “85 Years.” A line of merchandise featuring the new logo was unveiled, included tote bags, car magnets and T-shirts.
Sponsors for the evening included RRR Automotive, the Law Offices of Johnine Clark, Manuel Tree Service, Anacostia Trails Heritage Area, Boaz Yavnai Design Build, Co-op Supermarket, Generous Joe’s Deli, Greenbelt Sunoco, Kim Kash of Compass, McNamee Hosea, Redstart Creative and Sexton Strategy.
