Enjoy the Magic of the Movies!

I love the B&B Theaters, a humble little Midwest chain of multiplexes, I really do. There's a lot to love, starting with the recliners that make it feel just like home! And the theaters are usually so empty you can scratch yourself just like at home, too! But, man, the B&B's are beginning to annoy me.

Take "Enjoy the Magic of the Movies," their catch phrase. A little bit goes a long way. Every employee says it and they try and say it with a straight face, too. 

Of course they never say it with any conviction either; it's always just kinda mumbled, under their breath as if they were sorely embarrassed by having to spout it and why shouldn't they be? I defy anyone to try and say "enjoy the magic of the movies" without doing a spit-take! Go on...say it in front of a mirror. I'll wait. See what I mean?

Every time these poor humiliated, minimum wage earners are clearly forced to utter this inane declaration (B&B Theater Employee Handbook, Rule 1.7, Subsection 17), I'm absolutely certain they question their life decisions in how they ended up here and wonder if it's not too late for college. Or the military.

I do remember one fresh-faced kid who actually tried to spout it like an overly-caffeinated Doug Henning. If memory serves me correctly, he even added a little magical hand flourish.

"Enjoy the MAAAAAAGIC of the movies!" Hand up, grinning ear to ear, he awaited my response.

So blown away by his strange, yet oddly endearing enthusiasm, after hearing it repeated on auto-pilot by so many other prior employees, I was at a loss for words. Finally, I mustered, "Thanks, um, you too."

I never saw this "magical boy" again. I imagine I caught him on his first day. Before desperation had set in and he quit, opting to go over to the competition where they didn't demand you spout such nonsense.

Now, keep in mind, just like every other retail outlet these days, the B&B theaters are woefully underemployed. There are no longer people working the ticket registers. Instead, you go directly to the concessions stand where four teens await to spread magic all over you. So that's one less time you'll have to hear "Enjoy the Magic of the Movies." That's something, at least.

But this underemployment is getting out of hand. It's to the point where you pretty much self-serve yourself the concessions. And when you're shelling out twenty bucks for a drink and popcorn, wouldn't a little service be nice? Nope. They hand you a cup and an unsalted, unbuttered bag of popcorn and point you toward the row of machines, which is a bonus layer of Hell.

Let's start with the "butter" machines (or that strange deep-urine yellow-colored thick oily substance that passes for butter). Out of eight butter machines, only two work. It's been that way forever. A couple of the non-functioning ones have been battered because some brute didn't get his quasi-butter. I would think they'd get some guy out to fix these butter machines. But apparently the Fake Butter Machinery Union guys are on strike. Not much magic there!

Then you need a road-map to operate the soda machines. There are about a thousand options (and this is an improvement over the old days when the only sugar-free option was Pepsi), but most of them taste like sickly sweet colored water. I tried a sugar-free grape option (gross!), a sugar-free cherry limeade option (even grosser!), and finally landed on a "Sprite Lymonade (which tasted like seltzer water, but at least it wasn't grotesque)." But getting there proved to be the real up-hill battle. 

The theater uses touch screen machines that're pretty stressful. The machine does not want to give you any time to make your decision because it's a big stupid-face bullying machine. There are unnecessary menus within menus and I felt lost in the labyrinth of sub-menus, with no way out. When I waffled, the screen bullied me into making an under-duress decision and snidely claimed, "I'm sorry, but your time is about up." Then it had to gall to show a ten second countdown timer. Like it was going to blow up if I didn't make a decision. In full-on panic mode, I caved in to machinery terrorism and landed on the Sprite Lymonade button, a choice I regretted later.

To make matters worse, before the movie started, the B&Ber's had the gall to taunt me with an advertisement about a man enjoying his time at one of the soda machines. With an expression of out-of-control ecstasy, he started hitting all sorts of buttons, proclaiming things like "Fresh," "Fun," and "Exciting!" He sped this up, deliriously happy, rocking it like a pinball machine, while animated stars and firecrackers and bunnies and crap exploded all around him. Then...wait for it..."Enjoy the Magic of the Movies!"

Well. That wasn't MY experience with the machine. I never remember seeing the "Orgasm" button, for instance.

But there was a bit of magic to be had during the film (a fairly routine horror film). During one the of the movie's nighttime "scary" moments, the screen went completely dark with the audio still rolling. My friend and I sat in the dark waiting for something to light up the screen. I said, "Um, I don't think it's supposed to be this way." My doubting buddy kept on, until he finally acquiesced. (Naturally, theaters in their never-ending quest for cost-cutting rendered projectionists obsolete years ago).

Or was it a truly innovative tour de force of movie-making ingenuity leaving the viewer to imagine unseen horrors for a ten minute stretch?

Either way, I call it...MAGIC!

While I have magic on the brain, there's a ton of it lurking around the more frightening perimeters in my book, Peculiar County. The tale of a Midwestern mortician's daughter and her dalliances with ghosts, a murderer, witches, and something creepy that takes flight in the night, it's as close as I'll ever come to writing "magical realism." (At least I think so...it's been quite a few years since I studied literature, so maybe I'm just full of it.) Be that as it may, feel free to visit haunting Peculiar County right about here!