Story by Linda Long
Photos by Graham Hadley
and Wallace Bromberg Jr.
Heads up, Pell City and environs, Cinertainment has come to town, and there’s nothing else like it anywhere around. When people talk about the ‘wow factor,’ this place defines it.
Take it from Mark Vaughan, facility director of the 47,892-square-foot facility, which houses seven theatres with reclining seats, 12 bowling lanes, a café and bar, and an arcade complete with zip-line – all under one huge roof.
The name is a derivative of the words, cinema and entertainment, but that barely begins to describe the multiplex, multifaceted attraction.
As Vaughan explained, the innovative concept is geared toward serving as a destination point, drawing patrons from Lincoln, Leeds, Anniston, Oxford and Talladega.
“Of course, we would love to draw from the Birmingham area as well, but those cities are where we expect to get our customers,” said Vaughn.
Ten years in the planning and construction phase, Cinertainment opened its doors in January to record crowds. As Vaughan points out, the facility was a long time coming but well worth the wait.
“We offer something for just about everybody,” he said.
Mayor Bill Pruitt, who cut the ribbon on opening night and took his turn on the zip line, echoed the sentiment, crediting multiple city administrations; St. Clair Economic Development Council; developer Bill Ellison, president of I-20 Development; and St. Clair County Commission.
“This very well could be the single most important date in Pell City history,” Pruitt said, making a joke about Facebook and the years of discussions and comments from an impatient community. “This is the fourth administration to have this dream, he said, singling out former Mayors Adam Stocks, Bill Hereford and Joe Funderburg. “Joe worked diligently,” he said. Ground was broken on the complex just past the end of Funderburg’s term and the beginning of Pruitt’s.
“I deserve no credit for this,” Pruitt continued. “I am just honored to be a part of this and to be able to stand here tonight. After walking around inside and seeing this place, it was well worth the wait.”
The mayor also talked of Ellison’s role. He said Premier Cinema CEO Gary Moore told him how excited he was to finally meet Ellison a couple of years back. He remembered Moore telling him, “ ‘ Who in the heck is this Bill Ellison who keeps calling me about bringing this movie theater to Pell City?’ ”
Ellison, long known for his persistence in recruiting business to Pell City, recalled, “I stayed on him. I kept calling him and telling him about Pell City. We started building a relationship, and it progressed to the point that we could put the right people together to make it happen.”
Ellison noted that it indeed was a team effort of the city and county, noting that St. Clair EDC Executive Director Don Smith played a major role in “putting the package together.”
Moore agreed, saying Smith and City Manager Brian Muenger’s support for the project ensured its success. “Without their support and enthusiasm, this project would never have happened.” He added thanks to Funderburg as well.
So now the dream is finally reality. “It’s not only a great thing for Pell City,” said St. Clair Commissioner Tommy Bowers, “it’s a great thing for St. Clair County.”
Moore took it a step further. “This is a destination attraction. It will draw from counties from miles around. It is a lifestyle enhancement, we think, of great proportions.”
He’s right. From 12 state-of-the-art bowling lanes to seven “luxury experience” movie theaters, an indoor zip line and obstacle course, Cinertainment’s management take their night-out-on-the-town experience to a whole new level.
“We’re offering what we call the ultimate luxury in movie going,” said Vaughan. “All the seats are reclining. The recliners are electrically powered in all auditoriums, complete with USB ports and swivel tables for dining. Movie goers may order their food. We’ll give you a buzzer. When your food is ready, we’ll buzz you and you go right to your theater door to get your meal.”
As Vaughan explained, “this way you can have your popcorn and Coke or a full meal right there at your own table.”
The expanded food and beverage options are expected to be a huge draw, with a full-service kitchen, a pub and full bar, offering four top drafts, four light beers and four craft beers from local breweries.
Food choices include pizza, hamburgers, grilled chicken, wings, onion rings, fried green tomatoes, chef salad and fried pickles.
For those who might want to work off some of those calories, Cinertainment offers a zip line and an obstacle course. And, of course let’s not forget the arcade. “Our game room has about 46 different games. “You can redeem points here, then take them to the redemption center to see what you can buy,” said Vaughan. “We’ve got winnings ranging from trinkets to an Xbox.”
The facility also offers space for private events such as birthday parties and business meetings.
“We’ve even gotten a couple of churches interested in holding Sunday services here. Like I said, something for everybody,” said Vaughan. l
Cinertainment is located at 2200 Vaughan Lane in Pell City.
– Carol Pappas contributed to this story.
