Mommy movies

The lights in the theater are half-dimmed, and the movie is about to start. But as the opening credits roll, the room doesn't get any darker, or quieter.

Despite the giggling children — and sometimes whining or crying children — not a single "shhh" can be heard. A handful of kids dart in and out of the aisles in a playful game of hide-and-seek, even though the movie has started — and no one tells them to sit down.

This scene sounds like madness but it's quickly becoming a weary mom's dream come true. With summer coming to an end and ideas running thin for keeping younger kids busy, Megaplex Theatres' program Movies on Monday (MOM for short) is just the ticket to keeping the kids entertained (physically and emotionally).

Rebecca Olson and her sister-in-law brought "the cousins," nine youngsters, to see "Cars" at the Jordan Commons Megaplex one Monday. Olson said the low price — free for anyone 5 years old or under, and $5.25 for anyone older — and the movie, make MOM a great way to spend the day.

"I thought they would also do old movies at showings like this," Olson said. "But they do what's showing now, and the kids love it."

Although "the cousins" were relatively well-behaved, staying in their seats and only giggling in hushed tones, Olson said she likes not having to worry about keeping the kids on their best behavior.

"When you're in a regular movie you bug people by going, 'shhh,' all the time," she said. "But here nobody cares about the noise."

Still, she said, MOM is not the place for anyone who doesn't have young children. "I don't think anyone would want to come if she wasn't a mom," Olson said.

Jenny van Orden, a mother of two from Draper, said she'll take her children to MOM whenever they're showing a good Disney movie. "The kids can make as much noise as they want, and the great thing is, nobody cares," van Orden said.

Her children, 4-year-old Jacob and 2-year-old Kambria, had already seen "Cars" once but wanted to go again. "It's their favorite movie so far," van Orden said, "and since it only costs $5 to come see it, it's a great deal."

To make the MOM experience even more convenient, Jordan Commons offers stroller "valet parking" and even invites people from Mary Kay Cosmetics to hand out samples for the moms.

"If the moms are treating their kids to a movie, this is our way of pampering the moms," said Heather Scholle, who comes with her mother to hand out Mary Kay samples every Monday.

They don't try to sell the products; if the moms want to buy something, they'll have to call another Mary Kay consultant, because these samples are just for fun.

Dave Bollard, publicist for Megaplex Theatres, said the demand for a kid-friendly movie atmosphere is what makes MOM so popular. "It's our way of tapping into the 'mother market,' or the group of people with kids who aren't able to come in and enjoy a movie because they have to worry about the kids making too much noise or getting scared of the dark."

In addition to the Jordan Commons location (9335 S. State, Sandy), Movies for Moms takes place at three other theaters in the Salt Lake area: Megaplex 12 (The Gateway, 165 S. Rio Grande in Salt Lake City), Megaplex 8 (Thanksgiving Point, 2935 N. Thanksgiving Way, Lehi) and Megaplex 20 (The District, 11400 S. Bangerter Highway in South Jordan).

On the Web: www.megaplextheatres.com/momsclub.php

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E-mail: jcloward@desnews.com