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WILKES-BARRE — R/C Movies 14 in the downtown will unveil millions of dollars in upgrades on Thursday following a partnership with the movie company and the man who owns the building, drag racing legend Joe Amato.
The theater upgraded all 14 auditoriums to include luxury heated recliners in hopes of giving customers a better experience.
“Everybody contributed to keep the movie theater open. We have been a partner,” said Amato, founder of Joe Amato Properties. “We said we have to invest enough money to make the theater as good as it can be.”
Movies 14 is hosting a ribbon-cutting ceremony 5 p.m. Thursday to celebrate the progress of the theater, which is celebrating its 20th anniversary.
To commemorate the grand reopening, the theater will be selling $1 tickets to the movies “Cars” and “Talladega Nights,” both of which are celebrating their 20th anniversary as well.
Amato said people are enjoying nights at the movies again and that’s why he invested more than $1 million to make Movies 14 better after years of setbacks due to the COVID-19 pandemic.
“It’s back to full speed. Years ago, people said movies were a thing of the past. We had two years of an actors’ strike and a writers’ strike. Now, we have people excited to go to the movies,” Amato said, noting the recent release of “Spider-Man: Brand New Day” broke attendance records globally. “I envision it getting better and better. We are excited to be involved in the theatre.”
Amato says he’s all in to help a business located in a building he owns.
“The renovation of the theatre facility has taken quite a few years to design and coordinate but we couldn’t be happier to see the project just about to completion and the theatre ready to serve the community in a better way than ever,” Amato said. “Joe Amato Properties is pleased to support Movies 14 as a partner in the joint venture of the movie theatre’s operations moving forward. We are excited to work together with the team at R/C Theatres to showcase our movie theatre as a complement to all of the other great things happening in our city.”
Scott R. Cohen, president and CEO of R/C Theatres, a fourth-generation family owned business, said the company was proud to invest in the property.
“It is very exciting to celebrate 20 years in business at this location with these significant upgrades, especially the addition of luxury heated recliners. We are committed to providing the best possible movie-going experience for our customers, and we hope everyone enjoys the enhanced comfort of our new recliners, along with our state-of-the-art sound and projection and wide variety of concessions,” Cohen said.
Mayor George Brown thanked both Amato and the officials with Movies 14 for its commitment to the city.
“The City of Wilkes-Barre is happy to see the improvements which RC Theatres and the venue’s owner City Centre LP are investing into the theatre. The city was happy to assist them in applying for LSA funding, with the goal of replacing the existing theater seating with more modern and luxurious seating accommodations. They were awarded $300,000 in LSA funding in 2025,” Brown said in a statement. “The improved amenities will address the evolving demands of movie theater patrons, who want a more luxurious entertainment venue. Our downtown entertainment venues are crucial to attracting residents and visitors to shop, dine, and explore downtown Wilkes-Barre before or after their movie’s showtime.”
