Since 1931, the Downtown Mall’s historic and beloved Paramount Theater has stood resolute as a pillar of arts within Charlottesville, offering moviegoers the unique opportunity to experience beloved movies from any era on the big screen. The Paramount seeks to prioritize audience experience at the forefront of its operations, thoughtfully balancing a diverse selection of programming with strategic anniversary and seasonal screenings.
At the beginning of March, the Paramount celebrated the 60th Anniversary of the “Sound of Music” with a special screening. In the past, the venue has hosted thrillers like “The Shining” to commence Friday the 13th, “The Muppet Christmas Carol” to embrace the holiday spirit, as well as a recent homage to the late David Lynch in “Twin Peaks: Fire Walk With Me.”
The theatre’s Director of Communications Andy Pillifant explains how their film curation process considers the shared experience of watching a film with a large audience, particularly during relevant moments throughout the year.
“We look at anniversaries and ways to celebrate, ways to gauge public interest for a particular movie because it has this anniversary or relevance,” Pillifant said.
From seasonal favorites to iconic cult classics, the curation ensures that each screening aligns with the Paramount’s broader “Four E” mission — to educate, enchant, enrich and enlighten the Charlottesville community.
In early March, this mission was on display when the Banff Centre Mountain Film Festival made its way to Charlottesville. The Paramount hosted the festival for three nights, marking a continued initiative of collaboration with various Virginia Film Festivals.
The festival showcased a series of outdoor films, capturing the heart-pounding stories of adventurers from around the world. The Paramount directed their ticket profits to the Shenandoah National Park Trust, a program focused on protecting and preserving the park’s national resources.
Though its commitment to screening films remains a foundation of the theater’s offerings, the Paramount has evolved considerably, hosting live music and dance events, Met Opera broadcastings and a robust children’s education program. With such a diverse scope of offerings and community focus, Pillifant expressed how the Paramount welcomes audiences of all interests and ages to these events to share an enjoyable viewing experience together.
“Are they laughing at the same thing you're laughing at? Are they crying at the same thing? You kind of get a feel for who we are and who else is here with us when you're having that experience,” Pillifant said.
Even amidst the plethora of entertainment offerings, classic films remain a cornerstone of the Paramount's programming. Despite the power of cinema that the theatre upholds, Pillifant acknowledges the impact of a new technological age. He notes that people often get stuck in habits of staying home and watching television, forgetting the transformative effects of a movie theater.
“Like a lot of theaters and movie theaters, our biggest competition these days is the couch — streaming something at home,” Pillifant said.
Pillifant specifically encourages University students, who are a short walk from the theater to rediscover the joy of the theatrical experience at the Paramount. According to Pillifant, audience members can even provide feedback and suggest films that resonate with them.
“We love [feedback], that’s the kind of community engagement I think any venue, especially the Paramount, loves to participate with,” Pillifant said.
Graduate College student Jacob Tisdale said he has been to the Paramount multiple times and reflected positively on his past visits. Tisdale emphasized that being able to share such occasions with audience members, particularly within the historic walls of the Paramount, feels like a privilege.
“Being able to watch things along with an audience, especially with things like comedy or where there's time for applause, [and] being able to share a triumph or a joke together really makes the in-person experience worth it,” Tisdale said.
Beyond its commitment to audience experience, the Paramount is committed to being a cognizant and cooperative entity within the Charlottesville community, ensuring that its programming complements, rather than competes, with other local events.
“When we look at the U.Va. home football schedule, we're aware of that, and we’re aware of the other musical performances that are happening in town,” Pillifant said. “We don't want [our events] to conflict with anything … for our sake, but also for the sake of our patrons.”
Looking ahead, the theater has a full slate of events, including screenings of timeless films like “Pretty Woman” March 29 and “Napoleon Dynamite” in May. The latter screening of the classic comedy is followed by a conversation and Q&A with cast members from the film including Jon Heder, Jon Gries and Efren Ramirez.
April 29, the Paramount will host a stage adaptation of The New York Times’ best-selling author Jason Reynolds “Look Both Ways: A Tale Told in Ten Blocks,” encouraging young audiences to practice awareness — both in navigating the streets and in their interactions with others.
The Paramount's pursuit in offering value to audiences through its thoughtful film curation and community events renders it a cherished space within Charlottesville where audiences can gather to experience the unique delights of live cinema.
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