In the aftermath of a shooting spree that killed 12 people in a crowded theater in Aurora, Colo., some theater chains are changing the way they keep their audiences safe.
Jimmy Tashie, a spokesman for Memphis-based Malco Cinemas, said the theater chain, which owns the Columbus Cinema 8, has added security personnel in the wake of the tragedy.
“Although we have always considered security a priority in our operations, we have added some additional guards in some cases where we have late showings,” said Tashie. “Our business has not been significantly impacted by the Colorado tragedy. We hope that our patrons know that Malco has always been security-minded. Obviously, everyone is more aware of the possibility of something bad happening anywhere, at any time. Schools, malls, offices, etc. are all areas of concern. As we have always done, we will continue doing our best to make our customers feel safe at our movies.”
Malco operates 30 theaters in five states, including six in Mississippi.
The Aurora shooting happened during a midnight screening of Christopher Nolan’s “The Dark Knight Rises,” the third and final installment of his Batman series. When asked if the massacre would tarnish the Batman brand, Dr. Kevin Williams, Associate Professor of Communications at Mississippi State University, said the brand, created by DC Comics, will survive the negative publicity.
“No, I don’t think (it is forever tarnished),” said Williams. “I’ve seen several photos of Aurora supporters wearing Batman shirts or making Batman symbols as a sign of solidarity against this horrible act. In some way, I feel that is especially relevant to the character of Batman and to this particular movie itself. The whole goal of Christopher Nolan’s Batman was that he wanted to create a symbol that citizens could recognize and realize that they have the power to stop crime and corruption. Are the profits for this film or the memory of this film tainted by the shooting? Perhaps. Before the shooting, movie and superhero fans were debating on whether the box office tally would surpass that of ‘The Avengers.’ That talk has now subsided. I think Warner Brothers realizes that this film is now different and what one uses to measure its success is now different as well.”
While the film contains violent images, Williams said the shooting will not hinder the release of violent films in the future.
“There is absolutely no historical media evidence to indicate that will happen,” he said. “And there’s the contradiction that is always present in the debate about media violence. People will always complain about it, and people will always buy a ticket regardless. Research has been conducted that shows people are more accepting of violence in their programming as opposed to sexual content and nudity. We see this even in ratings. Research has shown that over time violence in a typical PG-13 movie has increased while sexual content and nudity have relatively remained the same.”
In the years after the attacks of Sept. 11, 2001, safety measures have been bumped up throughout the country, most notably in U.S. airports. Passengers flying both domestically and abroad are now subjected to early arrivals and long waits due to security checks. Williams said he hopes the environment will not forever change for movie-goers.
“Someone commented the other day that they didn’t want their movie theater turned into a TSA pat down like at the airport,” he said. “We go to the movies to escape reality, not to be reminded of the harshness of it. Realistically, I think movie-goers and theater owners will be a little more hyper-vigilant in the immediate future, but I don’t expect any long-term changes.”
Jeff Clark was previously a reporter for The Dispatch.
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