July 28, 2003
Reel Moms: At last, movie theaters that welcome cries and whispers
Posted by Norm M. Wada at July 28, 2003 1:55 PM
Just as the previews roll before ''Pirates of the Caribbean,'' 9-month-old Gwyneth lets out a high-pitched wail.Her diaper needs changing, so mom Amy Butler lays her down in the theater aisle and gets to work. A few rows up, Jennie Sheeler, 20 months old, shrieks while Johnny Depp swings across the screen in pirate garb.
No one cared about the noise. The 11 a.m. screening was specifically for stir-crazy parents who had given up on going to the movies when their babies came along.
Loews Cineplex Entertainment is expanding its test run of ''Reel Moms,'' started last fall in Manhattan, to several locations this summer. The next Chicago screening, of "Seabiscuit," is at 11 a.m. Tuesday at 600 N. Michigan.
Eventually, Loews and partner UrbanBaby.com, a Web site geared toward mothers in cities, plan to run the program in 15 cities nationwide.
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