D'Place welcomes movie enthusiasts

Rick Monroe

Special to the Village News

Remember before COVID-19? Fear didn't keep you from eating out as a treat or going someplace to have fun. Damon Rubio, owner of River Village Cinema is D'Place in Bonsall, is hoping people abandon their "staying home" lifestyle as the pandemic looks to be winding down.

"Habits change," Rubio said in a recent interview at the theater. "All the movie theaters are hurting, as people are still hesitant to visit, but there are some better movies coming and the industry should rebound as people return. I just hope staying home isn't the new normal."

D'Place, known for its affordable pricing, was closed for 12 months when state restrictions were in effect.

"We still have rent and other expenses, so we were 'bleeding,'" he said. "Things are better now, and we have plans to renovate the theater once things are back to normal."

The renovation would include reclining seats and more food and beverage options, including beer and wine.

"We'll have the same amenities as some of the big box locations," Rubio said, but we'll keep our pricing at a great value. We'll never have $18 tickets.

"Our goal is making D'Place a positive movie going experience, with great quality," Rubio said. "We like people to come often, especially the budget conscious."

The current ticket pricing when bought online at their website or on their mobile app:

• Weekend Matinee (Fri, Sat & Sun) Adults Online (before 4 p.m.), $5.95.

• Weekend Eve (Fri, Sat & Sun) Adult Online (4 p.m. and after), $7.25.

• Weekday Matinee (before 4 p.m.) Adults Online, $5.50.

• Weekday Evening (4 p.m. and after) Adults Online, $6.95.

• Tightwad Tuesday. All Online tickets (most films), $4.95.

Tickets bought in person at the box office are $1 additional.

D'Place Entertainment also has a phone app that gives movie times and rewards frequent users.

Another potential cost-saving option is a Popcorn Card, available for $35.95 for the year. It entitles the bearer to one free regular size popcorn per visit - even if they are nearby and not buying a ticket.

"Movies are an important way of families connecting," Rubio said. "We love that the theater serves many age groups, from families with kids, teens, adult couples and seniors, as well as groups," Rubio said.

For people concerned about COVID-19, the theater's protocol is for no more than 50% of seats sold for any of the six auditoriums.

Rubio, who lives in Oceanside, said he has a long history at the Bonsall location which was the first movie theater that he managed starting back in 1991. Since then, the theater has had numerous ownership and name changes, but Rubio said it feels like things have come full circle. "I am back where I started and couldn't be happier," he said.

Rubio has been president of D'Place Entertainment since November 2016 and operates four other theaters.

The theater is located at 5256 S. Mission Rd., Bonsall, at Hwy. 76 and Mission. Their website for movie listings and tickets is DPlaceEntertainment.com.