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MULTI THEATRES AND
AUTOMATION MESH cont'd.
tions are shown in the larger auditoriums but in view of the fact that Sudbury has a French speaking population in excess of 40%, it was decided to play French films exclusively in the small theatre, particularly those of Canadian origin. This has met with excellent response. The City Centre Cinemas in Sudbury were built and decorated in the modern concept with all modern facilities and conveniences. The City Centre is a downtown shopping mall, consisting of 40 retail shops with parking facilities for 750 cars and has all the amenities of shopping plazas usually located on the outskirts. Included in the facilities is a new Holiday Inn Hotel, which boasts of an indoor swimming pool, a highly prized asset in a city like Sudbury.
Many dual theatres have turned to automation and have worked out arrangements where one projectionist can handle two booths. In the City Centre Cinemas one projectionist will extend his services to the three auditoria. In one large booth, three pairs of projectors stand and are fully automated. Prior to opening time, the projectionist threads all machines and gets them set. Thereafter he sits at a console and becomes a technical expert. He pushes buttons which activate the opening of curtains, the turning off of lights and the starting of the projection machines. In point of fact, he can start the three shows almost instantaneously. The changeovers, of course, are automatic and in his special Jocation the projectionist can keep his eye on all the equipment and make sure that it is functioning perfectly at all times. It is quite evident that the City Centre Cinemas add another step in the march of automation in the motion picture business.» Further change will continue to come and it is almost impossible to predict what things will be like in another decade. It is interesting to note that Odeon Theatres recently opened a new dual piggy-back in Sudbury.
Needless to say, the motion picture patrons in Sudbury have reacted very
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enthusiastically to their new ’‘Cinema Showplace’’. Motion picture exhibitors and distributors have finally come to realize what producers seemed to have suspected some time ago, that the motion picture theatre is no longer all things to all people. Rather, motion pictures today, with few exceptions,
cater to segmented audiences. These people would rather sit in a small crowded auditorium than in a comparatively large empty one. In order to be successful, a theatre must, today, cater to these fragmented audiences. The new City Centre Cinemas in Sudbury gives new evidence of this.
Main Lobby providing entrance to all three cinemas
SOME OF THE MANY DIGNITARIES AND OUT-OF-TOWN GUESTS WHO ATTENDED THE OPENING OF THE CENTRE CITY CINEMAS
Father andSon. Harry S. Mandell, Executive V.P. of 20th and Peter H. Mandell, V.P. and Chief Counsel of F.P.
t . "3h Lorne Greer, Chief Projectionist for 20th,
with Pat Travers, International V.P. of the 1.A.T.S.E.