Bill Warren unveiled his repackaged Palace theater Thursday morning, a facility he's dubbed the "Pinkbox."
The theater, which has shown second-run movies at 535 S. Ridge Circle for two decades, has been totally updated in a $1 million renovation — new paint, renovated concessions, new lighting, projection, screens and sound.
The facility, which opened in July 1989, was due for an update, Warren said.
"This is our 'back to the future' project," he said.
It comes with a twist for families: Time Warp Tuesdays, when tickets will revert back to $1 all day, the original ticket price when the theater opened.
The move is a bid for volume attendance, Warren said.
"Think about it. Parents and four kids can see a movie here for $6," he said. "Where else can you do that?"
The other six days, ticket prices will go up 50 cents from the old $2.50 charge to $3, Warren said.
He declined to discuss the Palace's bottom line, characterizing it as "always profitable."
"Obviously, the facility was in dire need of a remodel," Warren said. "So I decided that if we were going to do something, we needed to make it new inside and out."