Meet the Movie Man

Mark O’Meara, owner of the six-screen Cinema Arts Theatres at Fair City Mall and the four-screen University Mall Theatres sometimes saunters through a Saturday night crowd refilling patrons’ popcorn container—for free. 

“It’s all about making sure people have a good time,” he says. 

At Cinema Arts Theatres, customers won’t find stadium seating or all-digital projection, but they will find independent and foreign films that to see in the past usually meant a trip into Washington, D.C. 

Patrons reviewing Cinema Arts Theatres on-line are thrilled to find this urban experience in the suburbs at affordable prices—all shows before 11 a.m. are $5.50; before 6 p.m are $7.50; evenings are $10.00. Seniors pay $4.50 all day on Wednesday.

O’Meara purchased Cinema Arts in 1999 and is coming up on his 20-year anniversary as owner of the University Mall Theatres located next to George Mason University on Braddock Road.

In 1991 O’Meara walked by the then-closed University Mall Theatres and decided to approach the landlords about taking it over. A friend warned him they would ask him two questions: what is your experience in the movie business and what is your money situation?

“I was zero for two,” he said laughing. 

But O’Meara’s background (college town deli owner and running student affairs at Columbia University), along with doing his homework about the local Fairfax movie business impressed the landlords and they struck a deal.

University Mall Theatres shows second run movies, just before their DVD release.   Currently showing are Hoodwinked Two, Rango, Limitless, Fast Five and Rio.

All seats for all shows are $4 with discounts for kids and seniors and a special Two Buck Tuesday. 

“This experience makes it affordable for a big family to come to the movies together without breaking the bank,” O’Meara said.

David Bulova, Fairfax representative to the Virginia House of Delegates has fond memories going back to high school seeing movies on Friday and Saturday nights at both theatres.  Nowadays, he says, he and his family often miss a movie’s opening run so “University Mall’s second run showing is great for us.”

Bulova said O’Meara is a “fantastic guy” who can always be counted on for donated movie passes for local neighborhood fundraisers.

“I’ve often wondered how someone that generous can make it in business; we are grateful for it.”

O’Meara admitted that many people in his position might own 75-110 screens, but that’s never been his goal. He’s been busying raising three kids—Robinson High School alumni. Besides, he adds, “I have too much fun with my customers.”

Keeping customers happy and engaged is important to small business owners like O’Meara.

The Motion Picture Association of America (MPAA) reports in 2009 the United States had 6,039 theatres of which 75 percent were multi-or megaplexes—at least 8 screens; 21 percent were miniplexes—2 to 7 screens—and 4 percent single-screen theatres. 

Given the rise of cable, Netflix and large screen home televisions, are people going to the movies?

Yes, says the MPAA. Two-thirds of the U.S. and Canadian population went to a movie theatre in 2009. Most averaged 6.5 trips. That sounds good to O’Meara who lives and breathes movies. 

When asked if he thinks movie theatres will survive the at-home experience, O’Meara answered, emphatically, yes.  There is nothing like seeing a movie with a crowd.  

He saw Hangover 2 twice. The first time the theatre was empty. The second time it was packed.  

“I laughed twice as hard and as much because the crowd was so into it,” he explained. “You just can’t match that experience at home."

What concerns O’Meara more is his ability as a “little guy” to keep up with amenities larger houses can add, the “bells and whistles,” he calls them.  

O’Meara recently replaced the seats at University Mall Theatres and is expanding concession options at Cinema Arts.

But he makes up a lack of extravagance with small-town courtesy and passion. If you're lucky, when leaving you just might pass O’Meara at the door who will stop you, shake your hand and say  “thank you for coming.”