'Use it or lose it' - that's the message from the manager of Tenby's Royal Playhouse Cinema this week.
Despite having recently improved the sound system, the screen cleaned and the heating fixed, Mr. Steve Williams is concerned that if the people of South Pembrokeshire don't go to the cinema more frequently, it could close.
Over recent years, cinema attendance has continued to drop, despite Mr. Williams's best efforts to improve the facilities, but sadly, now he says it is rapidly reaching the point of no return. Mr. Williams took over the running of the White Lion Street cinema almost five years ago when it was feared that it would shut because the then manager, Mr. John Hill, had to retire due to ill- health and there was no-one to take over.
Mr. Williams had not intended to run a cinema, but he did not want to see it close and for Tenby to be without a cinema, so he took it on. "For the entire time I have operated the Royal Playhouse, it has been under a threat of redevelopment, prohibiting any form of capital expenditure," explained Mr. Williams.
However, with the aid of smoke and mirrors (old posters covering peeling paint), the cinema has continued with a little TLC from Mr. Williams, who acknowledges that the seats are the biggest problem.
Despite this, there have been improvements. The sound system has been upgraded so it is crystal clear and there is a bright clear picture since the screen was cleaned and a newer lens installed. And what's more, the central heating system now works, which means for the first time in a long time, the cinema is warm. It remains to be seen, however, if it will cope with the depth of winter cold in the old, poorly insulated and often draughty building, although Mr. Williams has reduced a lot of the draughts.
"These improvements, together with all the very latest films that the Tenby cinema gets on the release dates, should mean the cinema is holding its own, but it is not," said Mr. Williams.
"The promise of a brand new small multiplex building has been the carrot on a string, but that now looks to be slipping away due to the objections to demolish the old cinema," Mr. Williams continued.
"We have a few loyal locals who support the cinema on a weekly basis and an occasional influx of customers for the blockbuster films, but this does not generate a great deal of income as the film distributor takes such a large percentage, sometimes 75 per cent plus VAT, and with blockbusters so few and far between, the cinema really cannot survive for very much longer.
"All in all, the sad story of Tenby cinema does not give developers the confidence to invest in the region of a million pounds to construct a new building and equip it. "So come on, take a chance sometimes, come along even if you have not heard of the film, you will probably enjoy it and, if not, you will have a new topic of conversation for a few days, plus it beats sitting at home night after night, so come on Tenby, use it or lose it."
Mr. Williams is running a special November incentive, two for one every Wednesday - that's as little as £2 to go to the cinema, including free popcorn.