Right next to the Prices page for The Kennedy School Theater, immediately standing out under the banner "Movie Specials" lay details for the theater's notable and unique approach to children at the movies. The theater's "Baby Blockbusters" advertise lower volumes and brighter interior lighting, as well as a relaxed attitude towards what would usually be socially unacceptable moviegoing practices, like breastfeeding or loud, unruly babies. Presently, the first running film every Thursday is presented with this catering in mind, advertising to parents with small children and those who would otherwise hesitate to go out and spend money to see a movie. This practice stems from the former theater adaptation of the "cry room"; a physical space in a given theater (usually at or near the back) that was soundproofed in glass to accommodate those with loud or crying children. These cry rooms would isolate the noise from the rest of the patrons while allowing parents to see a film, and were much more common before the decline of theaters and theater culture in general. The history between the cry room and Baby Blockbusters, for McMenamins theaters, initially began with the Kennedy School and St. Johns Pub theaters in Portland. In 2004, following suggestions from local parents in the community, both theaters began hosting "Mommy Matinees". These were advertised as early showings for parents, grandparents, and caregivers, where the typical 1 pm movie each Tuesday and Thursday was dedicated to an easy-going, child-welcoming experience. Initial interest was low, but within 6 months, the Kennedy School was drawing in over 50 guests for these early showings. The commitment to hold showings with more socially acceptable attitudes and fewer restrictions for those with children remained until today, the Baby Blockbusters being the evolution of the once-new Mommy Matinees (although now only being offered once a week, the Tuesday showings remaining shackled to normal theater etiquette).
The Baby Blockbusters are Kennedy School's way of including non-conventional movie goers and maintaining a niche market, and its proven success over time reinforces its position as family-friendly, as well as proves that there will always be people who want to see a movie, even with a fussy baby around.
