The ShowPlace ICON Theatre at The Boro is set to reopen on Friday, April 23.
The Tysons theater had its grand opening in February 2020 but closed shortly after due to the COVID-19 pandemic. It reopened in August 2020 with new safety protocols to keep patrons safe, but movie release dates kept getting pushed back.
“That, coupled with mandated operating restrictions, did not make it financially viable to stay open,” ShowPlace ICON Marketing Director Jim Nowicki said.
The theater closed again in September. Now, with the population of vaccinated people increasing and box office numbers growing again, ShowPlace ICON is reopening its doors to the public.
To celebrate the reopening, the theater will be having a “Welcome Back” promotion. Matinees will be $8 per person, and evening shows will be $11 for adults and $8 for seniors, military, students, and children. All food and drinks (excluding alcohol) will be 20% off.
Like last time it reopened, ShowPlace says it is participating in the National Association of Theatre Owners’ CinemaSafe program, which commits theaters to adhering to federal, state, and local health guidelines and implementing “enhanced safety measures,” such as mask requirements, regular cleaning, and staggered showtimes.
ShowPlace will require customers to wear face masks except when in the act of eating or drinking, and guests are encouraged to order tickets and concessions by using the theater’s lobby kiosks or the company’s ICON Extras mobile app.
“We truly believe we have the best moviegoing experience in the market, and now we made it even better for you to come out and enjoy a movie back on the big screen,” Nowicki said.
In addition to starting regular screenings, ShowPlace will have a private screening and gaming program where customers can rent out an auditorium, a concept that has proven popular at other local independent theaters as they adapt to capacity limits.
At ShowPlace, private screenings start at $99 and can accommodate up to 20 people. Customers can screen a movie chosen from a list of current films or plug in a gaming console for up to two-and-a-half hours.