08/26/2026
The Montgomery CEO team got a behind the scenes look at the movie theater business this morning, touring the Orpheum and Grand Theaters with Cary Eisentraut. Cary was literally born into this business (his parents lived above a theater when he was born), and his family has run theaters for most of his life. They moved to Hillsboro and started operating local theaters in 2003, growing from one location into a group of theaters across several towns and states.
The business lessons were just as valuable as the tour itself. Cary explained how the "best movie deal," a $5 combo for ticket, movie, and soda, became a core part of their brand from day one, and how they have raised prices slowly over the years without losing that identity. He also talked about the importance of marketing and staying visible, saying "you can't just rely on word of mouth, you have to be a bit over the top and draw attention." Our team members also got insight into film licensing, working with studios, and how technology now helps the company manage multiple locations and improve profitability.
What stood out most was how Cary handles adversity. When Covid shut down movie showings, they adapted by selling popcorn flavors to go instead. When the building next door burned down in 2019, they bought the property and turned it into the Grand Theater, adding a third screen and a live theater room.
Real lessons in adaptability, brand consistency, and turning setbacks into growth. Thank you Cary and Eisentraut Theaters!
