-By T.R. "Ted" Benning III, President, Benning Construction Company

These days, when someone in the movie business refers to “saving the planet,” they are as likely to be talking about best business practices as the plot of the latest blockbuster.

“Going green” has become an article of faith for all industries and an absolute must from a marketing standpoint.

The good news is that on top of driving customer traffic, and of course truly helping to save the planet, going green at the movies can create some very special effects of its own: cost savings.

Terms such as “low impact,” “low usage,” “renew, recycle and reclaim” are more than jargon, but powerful business tools for theatre operators and owners.

Renovating cinemas and retrofitting appliances to install energy-saving systems can mean big savings in a few short years.

At Benning Construction, we perform “green audits” regularly for our theatre clients and have found that even without renovating, there are many ways to incorporate energy-saving activities into daily operations and reduce costs. For example, it costs less than $250 to install a timing switch on hot water recirculation pumps that stop recirculation during off-hours.

Additionally, tax deductions from the federal government’s Energy Star program are available for creating greater energy efficiency.

Here are few tips we’ve amassed from dozens of green audits for clients, and from more than 50 years of building multi-screen theatres throughout the Southeast:

1. Be aware that bringing an existing building up to U.S. Green Building Council certification is not cheap. Costs are typically three to 20 percent of new facility costs, and while annual operating budgets will go down, typical payback is five to ten years.

2. If you are planning to renovate or retrofit, be aware that building codes may have changed since your last construction project and, depending upon location, you may be required to update your facilities to the latest green standards. Also be aware that the general contractor that you select must be up to speed on the most current green standards. Look for a contractor that has an LEED AP (accredited professional) on staff. The designer and contractor must be familiar with the commissioning and certification process that is part of any green certification process.

3. Major renovations are not the only route. Practical green activities can lower operational costs and make good business sense. Simply keeping air-conditioning filters clean and changing out filters in every unit at least every 60 days will lower energy costs.

4. Keep vent hood filters clean, and be sure to clean and scrub grease filters weekly.

5. Keep hot water heaters set on medium temperature. In a typical 2,000-seat theatre, operators can save around $150 per month just by setting the hot water heaters to medium. We have found in our audits that up to 50 percent of operators do not do this.

6. Check night-and-day set-back controls on HVAC units to insure that the units are only working during occupied times. Maintain HVAC equipment and ensure that it is in top-notch shape. Air-conditioning equipment that is 20 years old is twice as expensive to operate as new energy-efficient equipment. Annual savings can be between 10 and 30 cents per square foot of building area.

7. When replacing HVAC/hot water units, use Energy Star-rated equipment (www.energystar.gov). Tax rebates are available for meeting certain efficiency standards. Payback on HVAC changes is three to five years. Savings on hot water heaters is seven to 10 years.

8. Check water usage to be sure that there are no leaks in the main line and that landscaping is receiving the appropriate amount of irrigation.

9. Consider installing an energy-management system for power-using devices. EMS systems range from a few thousand dollars to $75,000 and up. They can control any device that uses energy. They are used to control "spikes" in energy usage. Utility companies charge rates based upon demand, so the "flatter the demand," the lower the rate.

10. Check weather stripping on all doors, windows and frames. Ensure that all door seals are tight and in good condition. In this regard, the main place theatres lose money is in customer comfort. Lack of weather stripping causes drafts and light leakage. The customer just won't come back. Cost savings on energy are one to two percent.

T.R. “Ted” Benning III is president of Atlanta-based Benning Construction Company. For more than 50 years, Benning Construction has built multi-screen theatres and entertainment complexes throughout the Southeast. Current projects include 10-screen digital projection theatres in Pooler, Ga. and Warner Robins, Ga., for client Georgia Theatre Company.