For the second installment of our annual look at new cinema construction, UltraStar Cinemas’ declaration that “A New Star Is Born” pretty much sums up how most theatre operators and their architects feel about their 2008 additions.

The Vista, CA-based based circuit of 11 locations with 120 screens opened two additional theatres in Arizona, and displayed great showmanship in doing so. For the grand opening of its very first theatre outside the home state (with six more locations planned for Arizona’s Valley of the Sun over the next three years in association with Glimcher Ventures Southwest), UltraStar rolled out more than “just” a red carpet. Where else but in Surprise, Arizona, could you see Marilyn and Elvis make way for Indiana Jones and company?

In time for a May 21 midnight visit to the Kingdom of the Crystal Skull at Surprise Pointe 14 Cinemas (2,826 high-back rocking-chair seats, all with circuit-trademarked Pure Digital Cinema projection, and two RealD upgrades), UltraStar also invited the entire city to experience “the crispest, clearest motion picture technology available” and “numerous other unique features with its traditional FREE movie week” of select DLP titles. “Many movie theatres show movies for a living,” president and chief executive officer Alan Grossberg confirmed on the occasion. “At UltraStar, we entertain people and strive for community involvement.”

Less than seven months later, UltraStar’s VP of operations, Damon Rubio, promised the people of Lake Havasu: “This is going to be a magnificent theatre.” The Dec. 12 launch brought 2,060 seats and ten d-cinema screens (again two with RealD technology) together with a gourmet popcorn bar offering caramel, cheese and kettle-corn flavors as well as “a new specialty,” White Castle hamburgers.

“I love everything about our new theatres,” Rubio tells Film Journal International, “from the four types of specialty corn, to the digital-cinema presentation and even the really cool hand-dryers… You have to see them to know what I am talking about.” For all of us have not yet had the opportunity to run our hands through these so-called Airblades, they are designed and manufactured by none other than Mr. Dyson (watch a video of Airblades here).

Such combinations of warm and high-tech feelings are equally emblematic of the UltraStar style of building. Both theatres employ the same aesthetics and look, beautifully blending into the town’s lifestyle centers and desert surroundings, yet adding entertainment pizzazz. Rubio, who collaborated on the overall atmosphere with lead architect Tim Ward of Phoenix-based Level 4 Studios, declares, “We are building theatres that combine a warm, comfortable environment with cutting-edge technology to really enhance the moviegoing experience. UltraStar is about so much more than just movies.”

The same holds true for National Amusements Cinema de Lux (CDL) Showcase Cinemas. In addition to the spectacular Showcase Live! performance and multi-event venue at Patriot Place (opened August 6, adjacent to 14 screens and 3,000 seats; FJI article "De Lux Treatment" here), the Dedham, Massachusetts-based company pioneered two more firsts. On June 27 and with 2,650 seats, Showcase CDL in Florence, Kentucky became, in fact, the first to bring the Lux Level concept with premium reserved seating and in-theatre meals, snacks and cocktails into fully developed being. According to National Amusements’ president Shari Redstone, her circuit’s “emphasis on customer service, the lush decor, great food, exciting alternative programming, and other high-end amenities will provide the best overall entertainment experience for the entire family to enjoy before, during and after the movie.”

Aside from Redstone’s pioneering work with Paul Heth and Rising Star Media in Russia (see “Class of 2008” in the last issue), international expansion included launching a Cinema de Lux in Derby, England, on May 16. Called “a concept set to redefine the U.K. cinema experience,” the 12-plex of 2,000 seats—at 500, one auditorium became the largest cinema auditorium for the East Midlands—features the “luxury club atmosphere” of two Director’s Halls “where guests can enjoy restaurant-quality food and signature cocktails” alongside the Studio One restaurant and bar, located off the cinema’s spacious main lobby with its 30-meter concession stand (98 feet). CDL Derby was also “the first in the world” to incorporate a Director’s Lounge that is for exclusive use of patrons of the two Director’s Halls.



National Amusements launched two more Cinemas de Lux at Highcross Centre in Leicester (12-screen, 2,400-seat city-centre multiplex) on Sept. 5 and at Cabot Circus in Bristol (3,000 seats and 13 city-center screens, including two Director’s Halls) on Sept. 26.

In Ontario, Canada, Dec. 5 and 19 marked the openings of 19 silver screens—four quite literally, ready to project in RealD—at two new SilverCity locations. Back in June, Cineplex Entertainment had already opened Galaxy Cinemas Red Deer in the province of Alberta (10 screens, 2,000 seats, 43,000 sq. ft./4,000 sq. m). Whereas SilverCity Fairview Mall provides 54,000 square feet (5,020 sq. m.) of space for some 1,800 guests—not counting its Techtown family-entertainment center that is accessible without a movie ticket—in the greater Toronto area, SilverCity Hamilton Mountain Cinemas 10 offers 2,000 seats on 41,000 square feet (3,800 sq. m.) to Stony Creek in “an upscale urban experience with a vibrant new design.”

Both theatres have all-DLP Cinema equipment in common, points out Pat Marshall, VP of communications and investor relations at Cineplex Entertainment. “We have built a first-class entertainment destination that features the latest digital projection and sound technology in the movie business today.” Included therein is a fully electronic signage program of some 90 LCD screens for each SilverCity lobby “that transform the look and feel of the space,” further treating guests “to a visually enticing experience like no other.”

Fairview also has a fully licensed lounge with appetizer menu offerings in addition to circuit-standard concessions fare such as Pizza Pizza, Far Coast specialty coffees and teas, Outtakes sandwich wraps and signature salads, Yogen Fruz and premium ice cream. Featured for the first time is The Screening Room, a private viewing and reception area for up to ten people with HD digital projection capabilities. Meanwhile in Hamilton, Cineplex launched an equally new entertainment area—the Red Lounge by Coca-Cola—presenting movie trailers, sports highlights and music-videos, alongside an iPod docking station and interactive zone that, according to Cineplex, all put together “will be a great place to chill out.”

Offering what Regal Entertainment Group calls “hip and upscale flair with every entertainment option available,” the Aliante Station Casino and Hotel in North Las Vegas, Nevada is another one of those places. The 16 newest Regal cinemas—bringing the world’s largest circuit’s presence in that market to 11 theatres with 146 screens—were designed “to anchor the entertainment section,” per Michael Cummings, principal at Kansas City, Missouri-based TK Architects, and maximize upon “the space available for other entertainment functions, immediately accessible and visible from the casino.” Construction by an in-house team from Station “allowed the project to open on time,” he says, “even after experiencing significant delays early on with steel fabrication and delivery.”

Bringing Hollywood to the Streets of Indian Lakes in Hendersonville/Nashville, Tennessee was an equally timely endeavor. “The cinema hallway was highlighted with changeable LED lighting at the ceiling and the auditorium entrances,” Cummings elaborates, “in order to capture some of the glitz and glamour of Hollywood with the moviegoing experience.” The building itself was integrated by “nestling the auditoriums in behind the retail, which was separated with a covered walkway.” This approach, he finds, “preserved the dynamic cinema entrance while providing a more pedestrian-oriented streetscape appearance” at the end cap of the Main Street of this “new urbanism”-type development.

Regal’s 16-screener at The Arches in Deer Park, Long Island, NY, provides the “focal point” of no less than 800,000 square feet of outdoor space (74,320 sq. m.). For JKR Partners Architects and Designers, the challenge for the theatre exterior was “to incorporate the European downtown imagery represented all over the retail center with the added design excitement associated with a Regal cinema.” Glenn M. Felgoise, director of marketing, says the Philadelphia, PA-based firm responded by incorporating “bold colors, accent lighting and signage elements” into the Italianate details found throughout. “All contribute to a well-integrated presence for the theatre.”
In the multiplex interior, the approach “was to create a dynamic space which would offer an equally exciting experience during both day and evening hours.” Once again, Felgoise elaborates, “finish materials, color, patterns and lighting all play a role in directing the patrons’ view and movement towards focal points of the space. JKR Partners introduced specialty glass tile pieces and iridescent mosaics in areas where we wanted patrons to focus their attention,” such as box office, concessions and auditorium entries. Programmable light fixtures provide further changes in color and movement, “thus making the space more dynamic.” And lastly, while reducing heating and cooling costs, a 20-foot diameter fan on the vaulted lobby ceiling “also offers movement and excitement to what is typically a static view,” Felgoise notes.

Even more creative solutions will be addressed in our next lesson for the “Class of 2008.”

As with the other entries in this series, we can only feature a selection and personal choice of what this industry observer believes to be representative of the exciting and exceptional work accomplished around the world.




Spotlight: Regal Entertainment Group opens seven theatres for a total of 106 screens:

“The grand-opening celebrations at each theatre included preview events to give eager patrons a chance to see inside and then to help us spread word-of-mouth publicity. Proceeds from admission, popcorn and soft drink sales for these events were donated to local charities in each community.” (Dick Westerling, senior VP of marketing and advertising, Regal Entertainment Group)

March 7, 2008: Streets of Indian Lake Stadium 16, Hendersonville, TN
66,000 sq. ft. (6,130 sq. m.) and approximately 3,000 seats make “a terrific anchor to the new development with its exciting mix of entertainment, shopping and dining.”

May 16, 2008: Colonie Center Stadium 13, Albany, NY
64,000-sq.-ft. (5,950 sq. m.) cinema with 2,800 seats located in completely re-designed regional shopping mall. Opening activities raised $61,000 over three days for Times Union Hope Fund, Big Brothers Big Sisters and the National Kidney Foundation.

May 22, 2008: Walden Galleria Stadium 16, Buffalo, NY
The mall was formerly home to a Regal Cinemas 12-screen, and as the entire mall underwent renovations, a new state-of-the-art 16-plex (82,000 sq. ft./7,620 sq. m., 3,000 seats ) was built next to new restaurants and retailers.

Oct. 24, 2008: The Landing Stadium 14, Renton/Seattle, WA
This retail and residential development is built on the site of a former Boeing airplane factory and along the shores of Lake Washington (53,000 sq. ft./4,920 sq. m., 2,300 seats).

Oct. 24, 2008: Deer Park Stadium 16 & IMAX, Long Island, NY
Located in a Tanger Outlet Center near three freeways and the Long Island Railroad. The cinema (67,200 sq. ft./6,240 sq. m., 3,000 seats) opened at the same time as the entire development with celebrations continuing for several days, even featuring a live concert from “American Idol”’s Jordin Sparks.

Nov. 14, 2008: Biltmore Grande Stadium 15, Asheville, NC
The grand opening for 57,000 sq. ft. (5,300 sq. m.) and 3,000 seats included a day themed “Hollywood Comes to Asheville” featuring locally made films including Dirty Dancing, Hannibal and The Last of the Mohicans.

Nov. 14, 2008: Aliante Stadium 16 & IMAX, North Las Vegas, NV
3,400 seats on 81,000 sq. ft. (7,530 sq. m.) joined the hotel and casino opening with a concert by Sheryl Crow and fireworks show that lit up the desert sky.
(Source: Regal Corporate Communications; seat counts are approximate.)