Renovated Art-House Cinemas Turn Profits Theaters Now Feature Stadium Seating, Latest Technologies

Article excerpt

Good news for grown-up movie fans: Hollywood is learning that there's money to be made in "art" movies as well as mega- blockbusters.

As a result, the art-house cinemas, long associated with sticky floors, sprung seats, and dodgy sound systems, are being reinvented. Newly built or renovated art houses are getting "all the bells and whistles in terms of the latest technologies," including stadium seating and digital sound, says cinema executive Leonard Schein.

But the new technology is being complemented with a different set of amenities to help draw older, more sophisticated viewers, "who might not feel as comfortable with the noise and excitement" at a new-wave suburban megaplex, as Mr. Schein puts it.

Here in Toronto, Alliance/Atlantis Cinemas, of which Schein is chief executive, has just opened The Beach, a brand-new six-screen art-house complex in the city's vaguely bohemian Beaches district, not far from Lake Ontario.

The piped-in music is classical; before showtime you can head over to the snack bar to nibble on gourmet pizza or sip a decaf cappuccino. Books, magazines, videos, and CDs are available in the Indigo Light Book Store in the lobby.

If your date is late, you can wait comfortably at the 14-seat "reading bar," which looks like a table in the public library, with a row of reading lights.

The Beach is one of the pioneers in what's being billed as Canada's first nationwide art-house cinema chain. It's a joint venture of Alliance Communications Corporation and Famous Players (part of Viacom), which are respectively this country's leading motion picture distributor and exhibitor. …

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