Sometimes, going to the movies can seem to be a hassle. At Raleigh’s Rialto Theatre, movie-going is a memorable experience, and not just due to watching the film. John Munson, part-time owner and general manger of the Rialto, has worked at the theatre since October 1990. His job entails a variety of responsibilities. ”I handle the theatre’s payroll, insurance issues, marketing, film booking, advertising and basic bookkeeping,” Munson said. Munson stresses that these duties are just a few things that come up with operating the Rialto.             The Rialto has been a staple on Raleigh’s film scene for quite a long time. ”The Rialto opened in April 1942 and I have been told it was the last building constructed with steel in Raleigh before the rationing of the Second World War prevented its use for the duration of the conflict,” Munson said. Munson works with Bill Peebles, owner of the Rialto. Peebles also operates the Mission Valley, Six Forks Station and Colony Twin theatres. He is the sole owner of the Colony and has partners in the two other venues. ”When we took over the Rialto, it was being operated as an ‘art house’ and we chose to continue its mission,” Munson said. He mentioned that Raleigh is a sophisticated market with a good income and high education, making the theatre an ideal patron base for the film offerings. In deciding what to screen, Munson said the Rialto can afford to be choosy. ”Raleigh’s cinema scene has exploded over the past twenty years, but the Rialto has established its bona fides with the film distributors and often they come to us with their product,” Munson said. Munson is able to track films’ performances as they play in top-tier markets so he knows what to expect when they come to Raleigh. But other factors come into play when deciding which films to show. ”If the studio is backing a film title with a significant marketing campaign, that also influences our decision,” Munson said. Since Munson has been involved with the Rialto, the biggest single-week box-office belongs to “The Blair Witch Project.”  ”The film was handled by a smaller distributor and they also created a masterful marketing campaign. We sold out all our shows for a week, and that is after we had scheduled an additional show at night,” Munson said. Munson mentioned the second biggest single-week tally is “Fahrenheit 9/11.” Rialto is also known for screening “The Rocky Horror Picture Show” at midnight on Friday nights. The event has occurred the entire length of Munson’s tenure. ”We experimented with showing it on Friday and Saturdays, but the customers voted with their feet and more came on Fridays,” Munson said. Munson said attendance is consistently over 100 per show, though larger crowds come in on Friday the 13ths, full moons and Halloween. ”What really sets us apart is a good attitude about what we do.  Our staff is attentive and friendly and loves to talk about movies,” Munson said. He also points to the sale of alcoholic beverages, reasonably-priced concessions and refills as differentiation points. 

With showing I.D., students get in for a reduced price of $6 Sunday through Thursday nights. Bargain matinees are also offered on Saturday and Sunday.