Photo from Strand Theatre's Facebook page
After years of uncertainty following the COVID-19 pandemic, The Strand Theatre in Simcoe is finally seeing the kind of movie-going crowds it had been hoping for.
Mark Rapley of The Strand says 2026 has been an affirmation of what theatre operators have believed for the past five years — that audiences would eventually return to the cinema in a meaningful way.
Rapley says the theatrical industry is projected to reach $10 billion in worldwide grosses this year for the first time since before the pandemic, with major releases like Spider-Man and The Odyssey bringing people back to theatres.
But he says the recovery is not just about a handful of blockbusters, with smaller genre films and independent productions also finding audiences again.
For The Strand, Rapley says that return to the movies is about more than simply watching a film.
He describes going to the cinema as a shared storytelling experience.
That experience, he says, is particularly valuable at a local theatre like The Strand, where admission remains relatively affordable compared with larger competitors.
He told us that about 50 percent of the $10 ticket price goes to the movie – with certain blockbusters taking in 65 percent.
Rapley says the theatre has also worked to make itself a distinctly local part of the community, from featuring advertising for Norfolk businesses to showcasing local filmmakers and productions.
One example is Daryl Granger’s documentary Netting the Waters, which has now been shown at The Strand on more than 50 different days over a run spanning nearly two years.
Rapley says it has become the most attended movie at The Strand — an impressive accomplishment for a documentary about Port Dover, boats and perch.
Rapley says that kind of success demonstrates what can happen when local audiences decide to support local entertainment.
But while the outlook is much brighter than it was in the years immediately following the pandemic, he says the work is not finished.
The closure of the cinema in Tillsonburg serves as a reminder that local theatres cannot be taken for granted.
Rapley says many independent cinemas across Canada continue to struggle as the market works to stabilize following the pandemic.
He says The Strand is fortunate to have something many other independent cinemas do not — strong support from the community.
Rapley says that support is the difference, and is the reason he believes The Strand can continue operating.
For moviegoers, that support is as simple as continuing to make the decision to buy a ticket and walk through the theatre’s doors.
Rapley says if people value something in their community, they ultimately have to “vote for it with your wallet.”
The message from The Strand is therefore one of both gratitude and a request: the theatre is thankful that audiences have returned, but continued support will be needed to keep the local cinema thriving.
As Rapley puts it, if audiences have gone to The Strand, had a good time and enjoyed the experience, the hope is that they’ll make the same decision the next time a movie they want to see comes along.
For The Strand, every one of those decisions helps keep the lights on, the screen running and a local gathering place open for the community.
