Silverspot Cinema takes fresh approach to service, menu (photos)

ORANGE VILLAGE, Ohio - Silverspot Cinema really should add the words "and Restaurant" to its title.

The high-end theater complex in Pinecrest Village has revamped its menu and altered its service approach.

Just as minor-league baseball competes with all entertainment options, not just with other ballparks, Silverspot doesn't compete with theaters so much as restaurants. And there are many restaurants people can choose from within a few hundred feet of the 10-screen complex tucked into the Pinecrest development in Orange Village.

Located at the northeast corner of Interstate 271 and Harvard Road, Silverspot remains the only full-service dine-in theater in Greater Cleveland.

"If our food doesn’t match the (nearby) restaurants, guests can choose to eat there and then come to a movie, and obviously we don’t want that," said Isaac Stewart, executive vice president of culinary and beverage.

Silverspot opened in Pinecrest in 2018. The 10-year-old company has six theater locations with two coming in Atlanta and West Boca, Florida, said Soledad Gonzalo, marketing director.

"It's really the direction of the industry," Stewart said. "Nobody is opening 24-screen theaters anymore. It's all F and B (food and beverage), experiential-based."

And that's what patrons have to wrap their head around: This isn't about paying for a movie sitting in uncomfortable chairs, holding a vat of popcorn and munching while watching a flick. This is a full-service restaurant in a theater, or the other way around - however you want to look at it.

Silverspot Cinema in Orange Village has relaunched with a new chef-driven menu and service model

Silverspot Cinema in Orange Village has relaunched with a new chef-driven menu and service model.

Approach to service

The theater has altered its service window, taking a more concierge-focused approach.

You can reserve your seat via the theater's app or website, come in and use a self-serve kiosk, or talk to a concierge.

The theater asks guests to arrive 30 minutes ahead of time to use in-theater dining. You can reserve specific seat locations online and order food ahead of time.

"Our goal is to minimize interruptions in the theater," said David Maddox, director of operations. "We're encouraging guests to come 30 minutes ahead of time to have that time to order."

Before, you could order an hour into the film. Now it's only 20 minutes via the theater's app. With servers you can order until trailers begin. But you can order a drink or dessert to arrive, say, 45 minutes into the film. Payment is done at time of order.

"We can't be flashing lights into the film; it's disruptive," Gonzalo said. "We're the theater for the film lover. We want to make sure that experience is as seamless and uninterrupted as possible."

What it comes down to is "If you come after that show time, we're not going to bring your food into the theater," Stewart said. "That’s what's changed. You're going to have to come out and get it yourself."

Keeping food service as separate as possible from movie watching is the goal.

The 10 theaters cover 53,422 square feet and 773 total seats through four different theater sizes, seating 36, 66, 90 and 128 each. All seats recline, have swing-out desktops, and are designed so servers can walk through with ease. And front-row patrons won't strain their necks; there's a decent amount of space between seats and screen.

Silverspot Cinema in Orange Village has relaunched with a new chef-driven menu and service model

Silverspot Cinema in Orange Village has relaunched with a new chef-driven menu and service model. This is the Certified Angus New York Strip, marinated and served with roasted garlic mashed potatoes and chili-soy butter.

Revamped menu

Stewart took a chef-driven scratch approach to the menu, which is now larger. It features items from truffle fries, pretzel bites and chicken and waffle stack, plus entrees ranging from coconut-jasmine rice poke bowl to New York Strip.

Chicken wings are marinated for 48 hours in Buffalo sauce, then braised, coated in flour, fried, and finished with habanero glaze.

"This theater is set up for food service," Stewart said, noting a hallway area rarely used by guests but efficient for servers.

Maddox points out the menu - both food and wine - needs to be "broad enough" to fit a wide, and ever-changing, audience.

"With a restaurant you've got a different clientele in for every movie," he said. "Cause every movie is different and (attracting) different people."

Among the movies currently playing are the comic mystery "Knives Out," the war film "1917" and the superhero flick "Birds of Prey: And the Fantabulous Emancipation of One Harley Quinn."

"Your demographic," Stewart said, "is everyone."

Silverspot Cinema in Orange Village has relaunched with a new chef-driven menu and service model

Silverspot Cinema has four theater sizes. (Courtesy of Silverspot Cinema)

Other facets of Silverspot

• Wine comes in 6- and 10-ounce pours. The large size cuts down on someone having to get up for a second drink. About 30 bottles cover more than a dozen varietals.

• Traditional theater concessions are available, but there is no dedicated stand for popcorn and candy like you would find in traditional theaters.

• The bar is open for those who are hanging out; a movie ticket is not required.

• The flashback-film series screens movies from the Harry Potter series to "The Godfather," "Titanic" and "North by Northwest." And live productions of ballet and Metropolitan Opera have been screened.

• Happy hour takes on beat-the-clock pricing: Drinks are $3 at 3 p.m., $4 at 4 p.m., $5 at 5 p.m.

That competition for entertainment dollars is there, but Stewart feels confident about Silverspot's approach.

"They're competing with us now," he said.

Related coverage on Pinecrest

City Works closes

Condado Tacos

Firebirds Wood Fired Grill

Graeter's Ice Cream

Oak & Embers

Pinstripes

Red, the Steakhouse

Shack Shack

Silverspot Cinema

Sweeties Big Fun

Whole Foods

Also: Cooper’s Hawk is across the entrance to Pinecrest

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