The Rialto: Specialty cinema in Five Points

Every town worth its cinematic salt should have its own independent movie theater that caters to the sharp, thought-provoking specialty films floating around out there in the cultural ether. For cinephiles, this is imperative, but for anyone else who also desires more than just the raging Hollywood blockbuster found at the generic multiplex, this type of venue is equally appreciated.

Thanks to locally owned and operated Ambassador Entertainment, Raleigh benefits from cinemas that fill this bill, and then some. Each of its venues is parked in a different part of the city and offers its own individual cachet, but the single screen Rialto situated in Raleigh’s Five Points holds the longest running history.

Set where a grocery store was originally erected in 1936, the birth of the theater came six years later and ushered in Raleigh’s silver screen heyday at the new, shiny neighborhood movie house, then known as The Colony, complete with a performance stage. Move ahead several decades later to find the theater renamed The Rialto in the ‘70s, along with some area twists and turns, which made for a less than reputable time in the theater’s history.

But then came the very late ‘80s, and by the end of 1990, under the then-new and still current owners, the Rialto was back to finding its stride.  Coupled with the indie movie boom led by then-powerhouse distributor Miramax Films, independent cinema found a new mainstream audience craving what used to be considered film reserved for the cultured set.

Sex, Lies, and Videotape (’89), The Crying Game (’92) and The Piano (’93) were just a few of the Oscar-worthy film selections that found a home on the Rialto’s screen and fed Raleigh’s new found provocative cinema-seeking clientele. And then all Hollywood hoopla broke loose with Pulp Fiction (’94), proof positive that big things don’t always have to come in big packages and a guarantee that seats were filled with voracious audiences at the local specialty theater.

Since then, the audience the Rialto has cultivated over the last 20 years is a dedicated one that expects the latest critically acclaimed film, be it foreign or domestic, to screen at the Rialto. And due in no small part to the theater’s longstanding reputation with distributors, tasteful film buying skills and reliable weekly patrons, generally, these supportive customers’ alternative appetites are appeased.

What other reasons are there to catch a flick at the Rialto? For one thing, it’s hard to mention appetite without thinking about the Rialto’s popcorn. It’s a secret recipe, so don’t bother asking them about it. But they are so serious about the satisfying flavor that they conducted taste tests with their customers for months to determine the favorite popcorn mixture. And what goes great with popcorn? Well, choose from several local brews on tap, of course.  Or there’s a variety of bottled beers, wine by the glass, fountain soft drinks and local sodas to quench your thirst. After all, you need serious concessions to accompany a great flick.

The Five Points neighborhood and the Rialto go hand in hand. It’s hard to pass through the busy intersection of Glenwood Avenue, Whitaker Mill and Fairview without noticing the theater’s vintage marquee boasting the latest motion picture. In today’s marketplace, there are plenty of national chain theaters showcasing what was once only found at a specialty cinema.  But time after time, there’s nothing like seeing a film in a nostalgic setting like the Rialto among other viewers sharing a mutual appreciation.

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