You’re driving down Goff Mountain Road, maybe you just grabbed a quick bite at the Chick-fil-A or you’re killing time before a late-night grocery run at Walmart, and there it is. The neon. It’s a landmark. If you grew up in the Kanawha Valley, movies Cross Lanes WV basically means one thing: Marquee Cinemas Highlands 14.
It isn't just a building with screens. Honestly, it’s a time capsule that somehow managed to stay modern. For decades, this spot has been the pulse of local entertainment for people in Cross Lanes, Nitro, and even folks driving in from St. Albans because they don't want to deal with the mall traffic at Town Center. But the movie-going landscape has changed. Streaming tried to kill the theater. Then a global pandemic tried to bury it. Yet, the Highlands 14 is still standing.
Why?
It’s about the specific ecosystem of Cross Lanes. This isn't a "luxury boutique" cinema where you pay forty dollars for a wagyu slider and a silent film. It’s a community hub. You see your high school chemistry teacher there. You see the kids you played Little League with taking their own kids to see the latest Disney flick. It’s real.
The Marquee Cinemas Experience: What You Actually Get
Let’s talk brass tacks. The Marquee Cinemas Highlands 14 is located at 120 Highlands Way. It’s tucked right behind the main shopping strip.
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Most people heading to movies Cross Lanes WV are looking for the "Big Show" experience. Marquee has their own proprietary large-format brand called "Marquee Extreme." It’s their answer to IMAX. Is it exactly like a 70mm IMAX print? No, let’s be real. But it features a massive wall-to-wall screen and Dolby Atmos sound that literally makes your popcorn bucket vibrate during action sequences. If you’re watching something like Dune or the latest Marvel installment, the Extreme screen is usually worth the extra couple of bucks.
The seating has seen major upgrades over the last few years. We’ve moved past the era of the "squeaky flip-seat" that smelled like 1994. Most of the theaters now feature the plush, electric leather recliners. You know the ones. They have the little buttons on the side that let you lay back so far you’re basically napping, which is a dangerous game if the movie has a slow second act.
The Snack Bar Strategy
Look, we all know the theater makes its money on the soda and corn. That’s just the business model. But the Cross Lanes location is surprisingly efficient. They’ve got the self-serve butter stations—crucial for those who want their popcorn to be more oil than vegetable—and a decent selection of hot foods.
Pro tip: If you’re going on a Tuesday, check for their "Discount Tuesday" specials. It’s a local tradition. The lobby gets packed, the energy is high, and you can actually take a family of four to the cinema without needing a second mortgage.
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Why This Specific Location Outlasts the Competition
There used to be more options. Remember the old dollar theater? Gone. The competition at the mall? It’s fine, but the parking is a nightmare.
Movies Cross Lanes WV stays relevant because of accessibility. You can park twenty feet from the door. There’s a sense of safety and familiarity. The staff are mostly local kids working their first jobs, and the management has a reputation for keeping the place clean—which, let’s be honest, is the biggest deal-breaker for a movie theater.
There’s also the "dinner and a movie" factor. Cross Lanes is a sprawl of casual dining. You’ve got the powerhouse options like Olive Garden or Logan’s Roadhouse right there. You can do the whole "date night" circuit within a half-mile radius. That convenience is a moat that streaming services like Netflix can’t cross. You can’t get the "out on the town" feeling on your couch, no matter how big your TV is.
Navigating the Crowds and Finding the Best Seats
If you’re heading out to see a flick, you need a plan. Don't just show up on a Friday night at 7:00 PM and expect the middle-center seats.
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- Use the App: Marquee has a functional, if slightly clunky, app. Use it to reserve your seats in advance. The Highlands 14 uses reserved seating now, so the days of sending one person in early to throw jackets over five chairs are over.
- The "Sweet Spot": In the larger auditoriums, aim for row F or G. It’s the perfect vertical alignment with the center of the screen so you aren't straining your neck.
- Avoid the Rush: If you hate teenagers (we get it), avoid the Friday night 7:00 PM to 9:00 PM window. That’s when the theater becomes the de facto daycare for the valley. Go for the 4:00 PM matinee or the late-night 10:15 PM showing if you want peace and quiet.
Accessibility and Inclusion
One thing the Cross Lanes Marquee does well is accessibility. They offer assistive listening devices and closed-captioning equipment for almost every showing. If you need these, just head to the manager’s station at the concession stand. They also frequently run sensory-friendly screenings for children with autism or sensory processing issues—lower volume, lights dimmed but not off. It’s a class move that shows they actually care about the Nitro/Cross Lanes community.
The Future of Cinema in the Kanawha Valley
There’s always talk about whether theaters will survive. But looking at the crowds for movies Cross Lanes WV during a blockbuster weekend, the "death of cinema" feels greatly exaggerated.
The theater has survived by pivoting. They aren't just showing movies; they’re hosting Fathom Events. You can go there to watch live broadcasts of the Metropolitan Opera, classic movie anniversaries (like seeing The Godfather on the big screen), or even esports tournaments. They are turning into a versatile event space.
Is it perfect? Nothing is. Sometimes the lobby is a bit chaotic. Occasionally, you get a noisy neighbor in the next recliner. But that’s the communal experience. It’s the shared gasp when a plot twist hits. It’s the collective laughter. It’s the smell of that specific theater popcorn that you can never quite replicate at home with a microwave.
Actionable Steps for Your Next Trip
If you’re planning to catch a show this weekend, here is how to maximize the experience without the headache:
- Check the Official Site Daily: Showtimes for Marquee Cinemas Highlands 14 usually update on Tuesday evenings for the upcoming weekend. Don't rely on third-party scrapers that might have outdated times.
- Join the Rewards Program: If you go more than three times a year, the Marquee Rewards program is a no-brainer. You earn points for every dollar spent, which eventually turns into free popcorn or tickets. It’s a "loyalty tax" in reverse.
- Arrive 20 Minutes Early: Even with reserved seating, the previews start exactly at the posted time. If you want your snacks and a chance to settle in before the lights go down, give yourself a buffer. The parking lot is huge, but it fills up fast during the holidays.
- Verify the Theater Type: Make sure you check if your ticket is for a standard screen or the "Extreme" screen. The price difference is usually around $2.00 to $3.00, and for a visual spectacle, it’s a tiny price to pay for the upgrade.
Movies in Cross Lanes remain the anchor of the local social scene. Whether you’re a local or just passing through on I-64, the Highlands 14 offers a reliable, high-quality slice of Americana that reminds us why we like going to the movies in the first place.