Colorful and comical kid-friendly adventures are brought to the Palouse on-screen for the Village Centre Cinema’s 2015 Winter Children’s Matinee Series.

Sean Warner, chief operating officer at Village Centre Cinemas, said the regular event has been successful in past years, and even in the summer, day-care centers and camps bring their children to the summer series. The theater offers a positive movie theater experience for children at a price that’s affordable for all families, he said.

“We think it’s important,” Warner said.

Drew Devlin, film buyer for Village Centre Cinemas, said the film series is held twice a year and has been running so long that many of the parents bringing their children to the series, attended the event as children themselves.

“It all started in 1988, my partners re-opened the Cordova Theater downtown,” Warner said. “In 2003, we built the Village Centre Cinema.”

Devlin said he keeps in mind what’s popular, what films have sold well in the past and the opinion of his young daughter when choosing films for the theater. He chooses a variety of films to fit a variety of ages, finding the balance between boring and scary is different for each age and particularly tricky with action films, he said.

“It’s very difficult in that sometimes there aren’t a lot of kid’s movies,” Devlin said.

Joan Johnson, director of marketing at Village Centre Cinemas, said that although they mostly show newer kid’s films, like the new “Annie,” they also occasionally show classics, like the original “Annie.”

Children’s movies tend to be released around school breaks and holidays, meaning fewer films come out during the winter and spring months, he said. The lack of new releases during this time is just one of the reasons the theater organizes the series.

“The main purpose is to always provide family entertainment at a reasonable price for families on the Palouse,” Johnson said.

Warner said they confer with local schools and the PTA about which films to show. The schools also sell the tickets, $5 each, and receive a dollar back for every ticket they sell. Tickets can also be purchased for $3 at the box office.

“The PTA and schools love it because it’s a good fundraiser for them,” Warner said.

The series includes eight kid-friendly films. Starting this weekend, two matinees, one at 10:30 a.m. and one at 12:30 p.m., will play each Saturday and Sunday. Among others, the movie line-up includes “How to Train your Dragon 2,” “The Penguins of Madagascar” and a surprise final film for the closing weekend of March 14.