Forget about what you’ve just read. Vinegar Hill Theatre is alive and kicking. Or, it will be soon.
Adam Greenbaum, owner of Staunton’s Visulite Cinemas, will take control of the venue starting November 14. The theater will be closed for two weeks following a few Virginia Film Festival screenings for audio and video upgrades, and will reopen with a screening of Rachel Getting Married, starring Anne Hathaway.
Greenbaum told C-VILLE that his “great love for independent films” is a great match for our city. “Charlottesville is an incredible market,” he says. “There is so much energy and diversity and I just jumped at the opportunity.”
Vinegar Hill won’t be going away after all as Adam Greenbaum bounds to the rescue.
The news of the probable closing of Vinegar Hill came to Greenbaun by way of a mutual film buyer. "He had informed me about it," he says, and Greenbaum decided to make the call. "It’s not something that happened overnight," he says. In fact, the takeover has been in the works for the last couple of weeks.
Greenbaum says he will “definitely” be involved in the everyday aspects of the business, including new marketing strategies. “We are going to get more involved with the University,” he says, stressing that there is an “incredible opportunity to generate excitement” in the community.
“It’s a big challenge and it gave me pause,” he says. “But I’ve got so much adrenaline. I can’t wait.”