Movies on Tap combines sips and cinema for a good cause — a winning formula for nearly a decade
By Adriana Camacho-Church
Since April 2016, family and friends, breweries and nonprofits have gathered monthly at Penn Cinema Riverfront in Wilmington for an interactive night of classic movies, fun and giving. It’s called Movies on Tap (MOT) and as the concept begins its 10th year, there is much to celebrate.
A $25 movie ticket includes two cans of craft beer handed out by brewery representatives, unlimited popcorn, a bottle of water, and a viewing of a classic film such as Jaws or Caddyshack. But the best part is that a local non-profit receives 100% of ticket sales that night.
“It’s an easy and fun way to donate,” says Ryan Kennedy, owner of Kennedy, an event management, public relations and marketing consulting firm in Wilmington. The Food Bank of Delaware, Ronald McDonald House Delaware, Urban Bike Project and Delaware Restaurant Association are four of 90 Delaware nonprofits to have benefited. MOT has raised more than $255,000 since 2016.
The monthly showings have become a 10-year tradition for folks who sometimes include dinner at riverfront restaurants to finish off the night. MOT has hosted more than 12,000 moviegoers since its inception.
“All these people come out for a fun time and to donate,” says Kennedy. “It’s not easy to get people out. Yet, when the movie tickets went up from $20 to $25, no one even blinked an eye.”
The idea of connecting breweries with the community and the community with nonprofits originated with Kennedy.
“I think Penn Cinema was one of the first movie theaters in the marketplace to add beer and wine as an amenity to the movie theater experience and I thought that sounded like a fun opportunity for an event,” he says.
At the time, Kennedy worked for Harvey, Hanna & Associates.
“I was looking for ways to promote our brand, bring people together and support the community simultaneously. Soon after, I brought the idea up to Jim Miller (director of publications for Out & About Magazine), and he introduced me to Drew Sheaffer (director of operations at Penn Cinema).
Kennedy, Sheaffer and Miller volunteer their time to promote the event and select movies and breweries for MOT’s monthly screenings.
Giving back to the community is in Kennedy’s DNA. “I was raised that way,” he says.
“Delaware has an inspiring nonprofit network hosting thousands of nonprofits statewide that are working tirelessly to strengthen Delaware and make it a better place to live, work and play,” Kennedy says. “The people behind those nonprofits need to be recognized more and Movies on Tap is a platform to help showcase all their work.
“Then, when you look at Delaware’s brewing industry, equally impressive in our little state, it’s another industry stacked with passionate, hardworking, and creative people. When you combine these organizations and people in a fun and approachable environment on a month-to-month basis, you’re going to learn something new about the community and have fun.”
About 70 to 100 people fill one or two of the 12 theaters during the monthly showing.
“Our first movie filled a screen with 35 people,” says Sheaffer. “It was a success right off the bat.”
December is MOT’s most popular month with the showing of National Lampoon’s Christmas Vacation. “We struck gold with our Christmas movie,” says Sheaffer.
The showing of Christmas Vacation averages more than 400 attendees each year. Six of Penn Cinema’s 12 screens usually sell out.
During last month’s showing, Dogfish Head Craft Brewery provided the beverages and again hundreds turned out, with the Delaware Restaurant Foundation (DRF) walking away with a check for $8,675.
“Movies on Tap has supported restaurant industry relief efforts for several years and we could not be more grateful for the support and the partnership from Dogfish Head, Penn Cinema and other groups that make these events possible,” says Karen Stauffer, DRF’s Senior Director of Communications and Strategy. “It is one the largest fundraisers of the year for our relief fund . . . and what a fun way to do it!”
“It’s a win, win for everyone,” says Chase Diem of Wilmington, who dressed in a green turban and pajamas to depict Christmas Vacation’s main character, Clark Griswold, in the attic scene. “It’s my favorite Christmas comedy and it’s a great way to kick off the Christmas spirit.”
“It gives us an affordable date out each month,” says Erica Hostetler, a six-year MOT devotee. “We are totally spoiled by it. We get to hang out with friends and every month we try out lots of different craft beers.”
Wayne Rapine, owner of G&E Welding Supply in New Castle, brought 17 of his employees to the December show. “After this, we’re heading to Iron Hill Brewery for dinner.”
A fan of MOT for six years, Rapine adds, “We love Kennedy, Sheaffer, and Miller. We love this event.”
—January’s Movies on Tap will present the Jim Hensen cult classic Labyrinth on January 24 at 6:30pm, with beer by Deschutes Brewery and benefiting Delaware Hospice. Visit PennCinema.com for more information.
As a freelance writer, Adriana Camacho-Church has written articles for newspapers and magazines in California and Delaware. She has won awards and an honorable mention from The Delaware Press Association for articles she wrote for Out & About Magazine. She also works as a paraprofessional in Delaware’s public libraries and recently became a children’s book author.
Above: Movies on Tap co-founder Ryan Kennedy in spirited attire at December’s showing of Elf.