Customer service manager Melanie Carter, reflects on her career at Warehouse Cinemas, detailing her growth in the company, her passion for movies and her efforts to create community-driven, immersive theater experiences.
The News-Letter: Could you introduce yourself and explain your role at Warehouse Cinemas?
Melanie Carter: My name is Melanie Carter, and I’m the Customer Service Manager at Warehouse Cinemas. I started three years ago at our first location in Frederick, Maryland, and then I helped open our second location in Hagerstown. Now, [the Baltimore location] is my third Warehouse Cinemas location. I’m about to hit four years next May.
I started right after high school during COVID-19 because I was bored and looking for a job. Over time, I kept working hard, got promoted, and found a love for marketing. Now, I’m the team lead for social media management across all locations. It’s been a ride, but I’ve grown to love movies even more through this job. The best part of the job is seeing customers’ excitement. Even if I’m not watching the movies myself, seeing people so thrilled makes me happy.
N-L: What’s a typical day like working there?
MC: A day here always smells like popcorn — it’s sweet, lively, and always exciting! There are some offline operational tasks like meeting people, checking tickets, serving food and scooping popcorn. But my work goes beyond offline operations — online customer experience is also a big part of it. I manage social media and work with studios to ensure their content is promoted as they want. I also work on advertising campaigns for the cinema and making connections in the community.
COURTESY OF WAREHOUSE CINEMAS
Warehouse Cinemas creates a fun, interactive customer experience by pairing festive brews and props with ELF screenings.
N-L: That sounds so fun. Forgive me if this question sounds like an outsider’s cliché, but do you get a chance to watch some of the movies that premiere there?
MC: Funny enough, since we are at the theater all the time, we don’t watch movies as much as people think. When I do, I usually go to another theater so it doesn’t feel like I’m at work. If there’s a movie I’m really excited about, I’ll try to sneak in and catch bits of it while working.
N-L: This is more personal, but do you have a favorite film?
MC: My professional answer is Parasite by NEON — I love that movie. It’s such a creative blend of dark comedy and suspense, and the story has great depth. It really stuck with me for a long time. My fun answer is National Treasure with Nicolas Cage. I don’t know why, but I just love that movie!
N-L: Do you have a memorable or unusual experience from your job?
MC: My best memories usually come from event planning. Last November, we hosted an event for Beyoncé’s Renaissance movie. I decorated the lobby with silver everywhere and brought in influencers from Baltimore. We turned the theater into a club for three days — it was so fun! Planning big events like that is super rewarding.
COURTESY OF WAREHOUSE CINEMAS
Warehouse Cinemas offered Beyoncé fans exclusive merch and interactive experiences for RENAISSANCE: A FILM BY BEYONCÉ.
N-L: What might surprise people about the behind-the-scenes of working at a theater?
MC: A lot of people think we still use film reels, but everything is satellite and digital now, which surprises them. Another thing is how much popcorn we go through — on busy days, we pop 60 to 70 batches!
N-L: With your role in social media, how do you prepare for huge release days like Wicked?
MC: We work backward, looking at projections and marketing trends to make data-driven decisions for our marketing campaigns. We also try to create movie-themed settings in our theater so that when fans step into the theater, they already have a slice of the story! For example, for Wicked, we’re doing green and pink popcorn, a light show, giveaways and decorating the lobby like the fictional Yellow Brick Road. It’s about making the experience more immersive, so guests feel like they’re getting more than just a movie.
COURTESY OF WAREHOUSE CINEMAS
Warehouse Cinemas decorated their exterior with Wicked-themed lights for the premiere party!
N-L: What challenges do you face?
MC: The biggest challenge is when movies don’t play correctly — like if a file gets corrupted. Also, it can get overwhelming on busy days, especially for younger staff. But it’s rewarding to see the crowds and connect with customers, even if it’s just chatting while scooping popcorn.
N-L: Do you think Wicked and Gladiator releasing on the same day will have a similar impact to Barbie and Oppenheimer?
MC: We initially thought Wicked and Gladiator might have that same dual hype, but Wicked seems to be overshadowing Gladiator. It’s different from Barbie and Oppenheimer, where the excitement was more evenly split. That said, we’re preparing for a busy couple of months, and it’s always a fun time!
N-L: Which movie are you more excited about?
MC: Definitely Wicked! I saw it early at a cinema in Towson. But I also think Gladiator is underrated and will surprise people if they give it a chance.
N-L: What do you think film means to a city with a strong art scene like Baltimore?
MC: Baltimore has an incredible indie and artsy film scene. We collaborate with Mondo Baltimore to showcase retro and independent films. It’s been amazing to see how the city embraces this content, especially from distributors like A24 and NEON.
N-L: What do you think film means for the world?
MC: I think it’s an escape. Watching a movie allows people to disconnect and immerse themselves in another world. I especially love seeing people come to the theater alone — it’s their personal time to escape without distractions.
N-L: How has working here shaped your perception of cinema?
MC: It’s made me realize how emotionally impactful movies are. For example, Barbie brought mothers and daughters together, while Top Gun: Maverick had the same effect for fathers and sons. It’s beautiful to see how films create these shared experiences.
N-L: How do you feel theaters are impacted by streaming services?
MC: It’s definitely a challenge, especially with movies going to streaming so soon after their theatrical release, but we focus on making the theater experience special with events and immersive elements. That’s what sets us apart and keeps people coming back.
N-L: What changes, if any, would you like to see at Warehouse?
MC: Honestly, Warehouse is really good at adapting based on feedback. We’re a small business with only three locations, so changes happen quickly. As long as we keep innovating, I don’t think much needs to change.
