New owner Bill Hanney plans fast reopening for Swansea movie theater

A movie theater in Swansea, Massachusetts, is set to reopen after being closed for six years.
The theater’s original builder, Bill Hanney, is leasing the space to revitalize and modernize it.
Initial plans involve a quick reopening followed by phased renovations, including upgraded seating and sound.
The announcement has generated significant local excitement and numerous job applications.

SWANSEA — Inside the former Regal Cinemas at 207 Swansea Mall Drive, it’s like time has stood still for six years.

In the vast lobby, the ticket booth has no computers but the marquee above it still has a few movies and showtimes advertised. You can practically still smell the popcorn and hear the rattle of Junior Mints at the concession counter. A movie poster for “Nomadland,” the Best Picture Oscar winner released in 2020, still hangs on a wall. The silver screens are intact in all 12 theaters, and high above their projectors are still humming, ready to go.

“It’s in great shape,” said Bill Hanney, owner and operator of Entertainment Luxury Cinemas. “All they did was close the doors and left.”

If it weren’t for the six-year layer of dust, people could practically drop by now and experience the magic of movies. Hanney said first they need to clear the cobwebs.

He’s aiming to hire staff to have the dormant theater reopened within a few weeks, then renovate and modernize it in phases.

“It’s a major renovation at that point, but we want to just get it open right now because people want it at least open,” Hanney said. “I can tell you, I’ve never seen so much excitement.”

What’s next is a theater in Swansea ‘they’re going to flip out over’

Hanney has been in the entertainment industry for decades — in fact, he built this very theater in 1996. It was operated as an Entertainment Cinema until he sold the theater to Regal.

During the height of the COVID-19 pandemic in the fall of 2020, Regal went out of business, closing hundreds of locations nationwide. This multiplex in Swansea has lain empty and untouched ever since.

On a visit on Thursday, July 16, Hanney and his team were busy taking stock of what needs to be done — how many seats need to be cleaned, what needs to be fixed or replaced, how to get it in good working order again.

Hanney and his company have plenty of experience doing this kind of thing. The company currently has several movie theaters across New England, cineplexes he’s revitalized, including the Cape Cod Mall’s theater he’s turning into a concept called Bill Hanney’s Entertainment Experience; when renovations there are complete, that theater will also offer live performances for up to 1,000 people, a cabaret space for up to 200, a comedy club, restaurant and bar. Hanney has multiple live theaters, including the famed Theatre by the Sea in Wakefield, Rhode Island, and the North Shore Music Theatre.

There’s a gap for that kind of entertainment on the SouthCoast, even just a multiplex. When he first opened this theater, he said, there were multiplexes in Taunton and Seekonk.

“They’re gone,” he said. “Now the choices are all the way in Fall River or all the way in Providence.”

A quick post by the company on Facebook quickly went viral, demonstrating to him and the company that people here are hungry for another movie theater. Hanney said because the theater was left in such great shape, he can get a cleaning crew in, staff up, reopen quickly, and plan the next phase of renovations to make the place even better.

“There’s so much that’s happened in six years to theaters,” Hanney said, teasing developments to come like improved luxury seating, laser projection, improved Dolby sound systems and more. He’ll apply for a liquor license to offer moviegoers more than just soda. Renovations will happen one theater at a time, so he won’t have to shut down the entire business as it happens.

“We’re going to give them a theater they’re going to flip out over,” he said.

Viral Facebook post shows audiences are hungry for movies

“I didn’t think it was going to blow up this quickly, to be honest with you,” said Kristy Faria, who handles public relations with the company. “I did a quick post on Facebook looking for cleaners and staff and it went viral.”

That post, Hanney said, has already garnered over 100 job applications. They’re actively hiring for many positions, including theater associates, concession staff, ushers, cleaners, supervisors and management.

The local support has been overwhelming. “I’m feeling the love from everybody,” Hanney said, who added that working with town officials has been extremely smooth.

“Through infrastructure improvements and ongoing capital projects, we want to create a positive atmosphere to entice businesses not just to locate — but to thrive,” said Town Administrator Mitch Ruscitti. “We look forward to the opening, and continuing to provide safe and positive recreation, dining, and commercial opportunities for residents looking to spend their money here locally.”

“Residents have expressed their excitement for this use coming back to Swansea as it has been sorely missed since its closure six years ago,” said John Hansen, assistant town administrator. “Bringing people to this plaza will only help to enhance it and hopefully create more redevelopment opportunities going forward.”

When will the Swansea movie theater reopen?

The property itself is owned by Gator Properties, but Hanney has a 40-year lease on the 44,000-square-foot space and big plans for that time.

Though he expects it to be open within weeks, it won’t be in time for the opening weekend of the big-budget blockbuster “The Odyssey,” and likely not for the “Spider-Man: Brand New Day” opening weekend either. Hanney said he isn’t bothered.