-By Andreas Fuchs

“When you look up ‘Southern gentleman’ in the dictionary, you’ll see Bill Stembler’s name.”

Georgia Theatre Company’s president, Aubrey Stone, calls the company chairman and chief executive officer “a professional and gracious man… I consider it a privilege to work with him. We have a very familial corporate environment. Family is very important to Bill and that is how he runs this company…as one big family.”

For Stone, this approach represents “a very much different corporate culture than at the big circuits and from the way that large corporations do things. We consider ourselves a neighborhood operator with our family-type background. We are not out there trying to be one of the big circuits with megaplex theatres and all. Georgia Theatre Company prides itself in providing a great value and experience in a stadium theatre.”

At the stadium (theatre) or otherwise, “I am probably Bill’s biggest cheerleader,” adds executive assistant Tricia Thompson. “He’s just the most competent businessman I have ever known and in any type of business. He has great compassion and generosity to boot.”

She agrees about the family-like atmosphere as well. “I came from a large corporation,” Thompson notes with a telling pause before saying that it was Warner Bros. “I joined Georgia Theatre Company 15 years ago when the studio dissolved the Atlanta branch. Though I am still very good friends with Warner Bros., I never looked back and definitely prefer exhibition now,” she laughs. “It’s a very comfortable feeling here. Bill’s employees just greatly appreciate him and do their best to try and help the business. We take personal pleasure in the company’s accomplishments. He is such a driving force for the whole chain.”

A favorite tradition for both Stone and Thompson is “going out for one of our ‘Pick Lunches,’ where we all pick what we think will be the top eight performing movies. We do that twice a year, for the summer and holiday product. Those are always really fun lunches,” she fondly recalls. “I actually won once.”

And, as to be expected, “the film buyer usually doesn’t win,” Stone adds, confirming industry wisdom with a chuckle. “We also do that with our managers, a great many of whom have been with us upwards of 15 years.”

Over the same time frame, Thompson has had “lots more fun memories than nightmare stories.” And then there is the grand opening of the Cherokee Stadium 16 in Woodstock, Georgia. “We had this enormous Coke bottle balloon on the roof of the theatre and this huge storm came up.” Everything, including the local high school marching band that had come out to perform, “was in great disarray,” she understates. Stone calls it “one of those instances of Murphy’s Law in our industry. I’m sure you’ve heard all about them…”

Thankfully, when it came to digital deployment, it was more a case of successfully applied Cinedigm/Christie laws. “We were one of the first regional circuits to be digitizing,” Stone says. “We are very excited about our partnership with them. Having decided to self-finance, to step out there and start our circuit down the digital path, is something we are all very proud of.” And, yes, there were no nightmares either. “I thought there were going to be some problems,” Stone admits. “From my perspective, Christie and Cinedigm have done a fantastic job taking out 35mm and integrating the digital-cinema equipment. They’ve got it down now… They have a lot of experience. I’m knocking on wood as we speak, but it was a really, really smooth process and went very well for Georgia Theatre Company.”

As Stembler and his team have taken the leading leap into digital, Stone reminds us about another company trait. “We are very conservative when it comes to making real estate deals,” he assures. “Going forward, we are carefully analyzing all business opportunities… With the general economic downturn, the real estate market has really dried up. That’s no secret.”

Nevertheless, GTC “identified a few opportunities” and is currently building a 10-plex in Warner Robins, House of Lakes, Georgia. There is also a new 16-plex in Athens, Georgia scheduled to begin construction along with several expansions, upgrades and possible location takeovers. “While the numbers of screens and locations look essentially the same, Georgia Theatre Company hasn’t been static,” Stone says of the past five years. “We’ve always made sure that we are providing the markets that we serve with the best theatre experience possible. As you know, that involves constant monitoring and putting money back into our theatres. One of the favorite sayings of theatre owners goes, ‘We love to put new carpet into our theatres because that means that they are busy.’ We like putting in new carpeting…and more.”

Because they’re busy and well-maintained, word has spread about how Georgia Theatres are performing. “Bill knows so many players in the real estate arena, particularly in Georgia,” Stone notes, “that he is being approached on numerous occasions throughout the year about operations.” That includes the successful GTC “Value Cinema” formula of intermediate and sub-runs “when one would think that a theatre has seen its first-run life run out.” Or, “when they are not doing as well as the owner would like.” These are examples of “the opportunities that come to Georgia Theatre Company because of all his connections and expertise,” Stone observes.

“One of the things that makes a great exhibitor is passion.” Stone says. “That is true about the people that I have worked with and looked up to. Both Bill and my father [Herman Stone of Stone Theatres] have a passion for this business that is unrivaled.”

As Aubrey Stone “always considered the ShoWester Award to be the Oscar of our business,” he is “really proud to be working for a man who has such passion, both for his business and for the industry at large. That has borne its way out through Bill being extremely active in national NATO for many, many years. Not only has he helped grow Georgia Theatre Company, but he has also helped grow and maintain the National Association of Theatre Owners… Bill Stembler has had a huge impact on our industry. That’s another reason why I am really excited and proud and think that he so deserves this award.”