Sedgefield Crossing $2 Cinemas

4631 High Point Road,
Greensboro, NC 27407

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Opened in 1988 by Litchfield Theatres. It was taken over by Regal in 1994. Sedgefield Crossing $2 Cinemas opened in April of 2002.

Contributed by Lost Memory

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Lost Memory
Lost Memory on February 23, 2007 at 12:48 am

This is a 4/11/2002 article about the Sedgefield Crossing $2 Cinemas.


The News & Record (Piedmont Triad, NC)
By Jamie Kritzer

Daniel Kleeberg was bouncing around like a popcorn kernel on a skillet last Friday night.

One minute, Kleeberg stood behind a cash register and broke off a dozen ticket stubs.

The next minute, Kleeberg hauled his 320-pound frame up a flight of stairs and flipped on a movie projector. Then he returned to the lobby and coached his seven employees: “Hey, guys, somebody restock the candy, please.”

Friday was opening night for Kleeberg’s new movie theater, Sedgefield $2 Cinemas off High Point Road in Greensboro.

For the 43-year-old Kleeberg, Friday was like opening day at a new baseball stadium.

He ran a mop over the floors in all five auditoriums one last time, vacuumed the seats and then turned on a pair of enormous, rotating spotlights in his parking lot.

“I’m real stressed,” Kleeberg said. “I feel like I’ve got my butt hanging out in the wind.”

Kleeberg is facing a difficult task, for sure. He’s trying to lure customers to a new, five-screen movie theater in a town with plenty of competition. Greensboro already has 86 movie screens, almost 40 percent of which have been added in the past two years.

Probably the biggest reminder of Kleeberg’s challenge exists in the building where he decided to open his new discount theater.

Cinema giant Regal Cinemas occupied this spot until Feb. 8, 2001. That’s when Regal’s parent company decided to close as part of a restructuring effort.

Regal had failed to generate a profit since two megaplexes opened in Greensboro in 1999 and 2000.

Now, Kleeberg is trying to succeed where America’s biggest theater chain failed.

He’s trying to lure crowds with discount prices: $2 admission for second-run movies such as “Ocean’s Eleven,” for which admission a month ago at a first-run theater was between $5.50 and $7.

That’s the same formula that has worked at Kleeberg’s three other discount theaters in North Wilkesboro; Winchester, Va.; and his first venture, Westchester Cinemas in High Point.

“We’ve always thought Greensboro would be good for a discount theater,” Kleeberg says. “Hopefully, people will come out here this weekend and spread the word.”

Low prices lured many people out on Friday.

“The price here is great,” said Linda Absher, who went to see “Snow Dogs.”

But to make this work, Kleeberg must watch his pocketbook.

He spent $100,000 on renovation, but he figures he would have spent much more if he hadn’t installed the new screens and cleaned the theater himself.

The theater looks good. Kleeberg may not have stadium seating or surround sound like his corporate competition. But the place is clean.

As another cost-saver, Kleeberg has his wife, Kay, and son, Zack, help sell tickets and fill bags of popcorn.

Of course, cutting costs does have its drawbacks. Kleeberg didn’t hire anyone to run his projectors. On Friday, he found out how valuable a projectionist can be.

At 7:04 p.m., he flipped on “The Others.” As the opening credits rolled, Kleeberg glanced down at a handwritten list of movie times that he had scrawled onto a piece of paper.

“Oh, dadgummit!” he said, flipping off the projector. “I started the wrong one. That movie doesn’t start until 7:15.”

But, as it turned out, that was the only significant goof Kleeberg made on opening day. And more than 2,300 people checked out Greensboro’s newest discount theater last weekend.

“If we can continue to have weekends like this one, we should be around here for a while,” Kleeberg says".

kencmcintyre on February 23, 2007 at 12:53 am

$2? I can’t even buy popcorn for $2 in Los Angeles.

Lost Memory
Lost Memory on February 23, 2007 at 1:03 am

Five years later and its still only $2. He must be doing something right. Two screens were added since it opened. This is a website for this theater.

NightHawk1 on March 28, 2014 at 4:14 am

This theater opened around 1988 as a Litchfield Theatre (I don’t remember if Litchfield ran it as Sedgefield Crossing Cinemas or Litchfield Cinemas). Regal Cinemas took over around 1994 and used the Sedgefield Crossing Cinemas name. This theater is still running, mainly because it is the cheapest movie theater in Greensboro.

darrenparlett on March 28, 2014 at 4:38 am

$2 for a ticket? The last time an adult paid that price for a movie was early 1980 in Australia

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