Exec’s efforts put cinema ads back where seniors want them – in the paper

You always remember columns that generate reader wrath.

Remember that one where I complained because on Jan. 1, 2011, Regal Cinemas canceled the newspaper ads listing movie times in Las Vegas. The Tennessee-based movie chain decided people could get the movie times online or on the phone, which is absolutely true. But a newspaper is faster and easier.

The headline writer hit it just right: “Older, disabled moviegoers forsaken by cinema corporation.”

Well, Regal’s movie time ads are back in the Las Vegas Review-Journal, at least on Friday, Saturday and Sunday, the core moviegoing days.

My bellyaching didn’t do it. Grumblings from moviegoers didn’t do it. Empty threats of boycotts didn’t do it.

Steve Cavallaro did it.

Cavallaro is an avid newspaper reader and prefers paper versions. At 55, he uses modern technology, but he also realizes that some people prefer other methods of finding information.

In October, he became the new president of Station Casinos and president of Fertitta Entertainment. He noticed the Regal Theater ads for the 10 theater complexes (seven in Station Casino properties) were missing in action.

Only the Santa Fe Station had movietime ads, and that was because it was affiliated with Cinemark, which advertises its movie times every day.

“Steve believes not everyone wants to consume their information online,” Station Casinos spokeswoman Lori Nelson said. “He spent a lot of time walking the floors and speaking to guests, and not only was it on his radar screen, but he heard it from our guests. He talked to Regal, and they stepped up and understood our concerns that we were missing people who didn’t use the Internet.”

Cavallaro also asked Regal officials whether Station Casinos could do anything for them. Regal came up with the suggestion of starting $4 movies on Tuesdays before 6 p.m. for seniors.

Station Casinos’ 50-Plus Boarding Pass program will advertise the reduced Tuesday rates at the Regal and the Cinemark theaters inside its properties. The $4 rate requires presentation of a Boarding Pass card and valid ID showing the customer is 50 or older. There are additional charges for 3-D or IMAX movies.

Somehow, Cavallaro’s method worked better than mine, even though nearly 200 people ranted in agreement with me, including people with computers and smartphones, who found the newspaper more convenient. Since so many of the theaters were in Station Casinos properties, some didn’t blame Regal; they blamed Station Casinos.

Nelson said the decision wasn’t based on any loss of customers at the movies; it was Cavallaro’s decision based on philosophy.

“It was definitely at our request that they revisited it,” she said. “It wasn’t about ticket sales, it’s about how we consume information. … In the past month, it all came together. Regal delivered.”

The ads and the $4 Tuesdays before 6 p.m. began last week.

Cavallaro had been a vice president/general manager at Palace Station and between 2001 and 2004 was the company’s chief operating officer. He left to start his own consulting company, keeping Station Casinos as a client, before returning in the company’s second-highest position last fall.

The movie listings ended up being important to him.

I wrote that column for my mom and others like her. Without a computer, with arthritic hands and unable to call and write down all the times, she couldn’t do what Regal said she should do.

Sunday was my first Mother’s Day without her, so I thank Cavallaro for considering people like my mom who don’t have computers or smartphones but love the movies.

Jane Ann Morrison’s column appears Monday, Thursday and Saturday. Email her at Jane@reviewjournal.com or call her at 702-383-0275.