In Defense of the Varsity Theater

​Have you ever wondered what it was like in the early 1990s? How it felt to stroll down busy streets, hand intertwined with someone else’s, approaching a classic theater as the colorful glow of a marquee lights the way?

In Chapel Hill, that fantasy is still a reality. 

Varsity Theatre, tucked between a lounge and a jewelry store on Franklin Street, is one of Chapel Hill’s first movie theatres. Built in 1927, it has been a go-to spot for countless locals and UNC-Chapel Hill students throughout the past century.

John Hamer, UNC class of 1960, still recalls the early days of Varsity, when a ticket, drink and a bag of popcorn cost less than $1.  

“I probably went to Varsity at least once a week,” he said. “It was a cheap date.”

Though no longer in use, two retro ticket booths sit at the corners of the building’s front entrance, adding to the vintage appeal students have come to love.

The theater’s interior also remains suspended in time. The lobby is modest, the lighting warm and the air faintly scented with buttered popcorn. As soon as you walk in, you are greeted with the soft feel of the red carpet and a movie theater staple, velvet ropes. A classic letter board displays concession prices, yellowed by passing time. 

Heading up the curved stairs, movie posters dot the wall, showcasing favorites like “Casablanca” and “Back to the Future.” A huge Hollywood-style mirror with brightly shining bulbs hangs in the entryway of the bathroom, which serves as the perfect spot for pre- or post-movie photos. 

Varsity contains two theater rooms, one for traditional viewing and another that has been renovated to host events. 

There is no line requiring a 30-minute wait or the sensory overload that comes with XD and IMAX technology. At Varsity, one expects good old-fashioned cinema, community and a refuge from the outside world.

Behind the counter, employee Eryka Eaford scans tickets and completes orders with familiar ease. In her fourth year of working at Varsity, she has witnessed the challenges and triumphs  that independently-operated, vintage theaters face in the modern age.

“Sometimes I’ll sell a ticket to one person,” she said. “[Other times], we will sell out or get very close to.”

Within the last few years, movie theater attendance has drastically waned with the advent of streaming services, a trend accelerated by the COVID-19 pandemic. A U.S. Kagan Consumer Insights study found the percentage of adults attending cinemas at least once a month has declined by more than half since 2019. 

“Societies just changed their approach to movies,” Hamer said. “The movies were always full at night.”

​

The streaming revolution coincides with astronomically high ticket and concession prices, making the cinema a luxury experience for many. Against these odds, the convenience of high-quality home entertainment is hard to resist — why spend the time and money when you can have a similar experience from the comfort of your couch?

Varsity debunks this argument.

“You are surrounded by people who are your age,” Eaford said. “After having seen something fun that you enjoy, you are more likely to [discuss it]. When something happens, and you can hear people react in the same way as you, it feels good.”

That sense of sociable familiarity keeps Varsity afloat. In an era dominated by technology and big-budget blockbusters, independent theaters like this one rely on a loyal, engaged audience.

An audience that, while serving locals, is mostly comprised of students.

UNC junior Natalie Jones said she appreciates the relaxed vibe of the theater. 

“It’s also really small, [so] I feel like you’re more in community with people,” Jones said. 

It goes to show that while not always matching the comfort of watching at home, Varsity Theater has been and, for as long as it’s around, will always be a place for the UNC community.

“I would imagine a lot of kids still go to the movies, and I just think it’s a tradition that goes back to when the movies opened — it was just another way to bond with people,” Hamer said while reminiscing. “I hope they never close Varsity.”