[2] The Joy's specialty was second-run or offbeat movies, and was known for many years for being one of the only theaters in the Portland Metro Area to play Bollywood films.

[4][5][6] In 2012, The Joy Theater was sold to advertising agent Jeff "Punk Rock" Martin, who renamed it to the Joy Cinema and Pub, as well as remodeling the interior to fit the kitsch aesthetic of its art deco exterior façade.

[1] The theater's programming was revamped to show a mix of blockbusters, family films, and cult cinema.

The theater also hosted weekly "Weird Wednesday" screenings, which were free, late night showings of films that were either in the public domain or had a questionable legal status, such as Nosferatu and Santa Claus Conquers the Martians.

[2] During the COVID-19 Pandemic, the Joy Cinema and Pub was closed for one year,[7] and gained notoriety for selling fresh popcorn and concessions while Washington County law dictated that the theater could not show movies.