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This topic comprises 2 pages: 1 2
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Topic: Is second run still viable?
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Jason McMillan
Film Handler
Posts: 68
From: Houston, TX, USA
Registered: Dec 2009
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posted 03-25-2013 04:20 PM
I've close ties to one of the three sub-run venues here in Houston, TX. They're upgrading to digital in the next couple of weeks... My understanding is they're going to be installing Barco projectors, Master Image 3D in two auditoriums, and completely re-doing the sound systems (although as old as the current Ultra Stereo processors are, this is kinda a necessity).
If I had to make a guess on the sound systems, I'm betting they go with some sort of Ultra Stereo processor (JS200, I assume) with the USL DAX-602. They are, however, trading the old Peavy CS400 amps for Crown -- can't beat that.
The theatre still does plenty of business for its size -- enough to justify new air handlers, new building signage, remodeled restrooms, remodeled concession stand, and of course the equipment for the digital upgrade.
The new Eprad eCNA10 automations and CLD-2K dimmers just arrived the other day, actually. Was the first equipment to show up.
Sad to say, its going to be better for the theatre because it's been tough to keep a booth staff (and honestly the booth staff thats there couldnt care less about film, its just a paycheck to them), and the labor hours spent with someone upstairs can now be used to keep an extra doorman on the floor cleaning.
You'd be surprised just how many people want to have a birthday party there for their kids, or schools wanting to arrange showings ... and buy kids packs. Cha-ching.
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Scott Norwood
Film God
Posts: 8146
From: Boston, MA. USA (1774.21 miles northeast of Dallas)
Registered: Jun 99
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posted 03-26-2013 02:38 PM
Personally, I would stay the hell away from any sort of "dead mall" location unless there were an amazing lease deal and the landlord had plans to bring in other tenants as well in order to revive the location. People avoid dead malls, they attract crime, and are generally bad news for the community.
A nice theatre could potentially help to improve a location like this, but, again, there would have to be a sweetheart lease deal and property improvements (including seat refurbishment/replacement and new/upgraded projection and sound equipment) to make it worthwhile. I don't see the point of installing 35mm equipment in a mainstream theatre at this point. If it were already in place, it could be used for now (of course), but the direction of the industry is clear. I would not spend money to install it, however, unless I had plans for repertory programming or special events, neither of which would likely apply to a mall theatre.
Late-run films would be the least of the problems for a location like this. I do think that the market for cheap tickets exists (at least in some markets), but not in a dumpy location that is being run on a shoestring.
I have been in a few dead malls, and the overall feeling of those places is really creepy. Lots of open space filled with boarded-up storefronts, maybe with a shoe store or drug store or something (there is _always_ a Radio Shack in these places for some reason) still open, and just a handful of people in the entire structure. This is not the sort of place where I would want to go for an evening's entertainment.
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Brian DeCiancio
Film Handler
Posts: 52
From: Warren, OH, USA
Registered: Sep 2002
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posted 03-27-2013 10:22 AM
A partner and I took over a 6 screen sub-run house in November--technically an intermediate as we can play immediately after the local 14 screen Regal has finished its run.
It is a viable theatre for our market, and in fact, Cinemark has an 8 screen discount house 25 minutes away that does extremely well.
Yes, we are converting to digital.
And yes, there is used equipment out there. But it's a small market. When you find the equipment, you need to have the money ready to purchase it, as there are plenty of people looking to save money over buying new.
The considerations are as mentioned above--the local market, the condition and occupancy rate of the shopping center it's located in, and securing a favorable lease.
If you are looking to pocket 6 figures a year, move on. If you enjoy the business, plan on working it at least to some extent and are satisfied with a reasonable return, pursue it.
Shopping centers do not like to have empty theaters and are reticent to invest a huge amount of money to reconfigure the space for typical retail. You may be surprised at the terms you can agree upon. The landlord would not only have to fill in the floor (assuming it's sloped), the mezzanine of the projection booth is, more often than not, a load-bearing wall.
The frontage of a theatre in a plaza or mall is significantly less than what the auditoriums take up. They may have difficulty splitting up the single store front to provide multiple retail outlets feasible frontage versus what lies behind. Those stores end up being essentially a "hallway" leading to nice-sized floor space.
As of this post, we are beginning to feel the squeeze of print shortages. We've had a couple of last minute bookings when "a print suddenly became available".
IMO, don't even consider re-opening or taking one over without a plan to begin converting ASAP.
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