Category Archives: Theatre Openings

AMC Promotes New Fallbrook 7 Through Its Rewards Program

AMC Stubs Fallbrook 7 Promotion

AMC has found an interesting way to promote both the opening of a new theatre and, at the same time, its loyalty rewards program. In advance of opening the newly renovated AMC Fallbrook 7 complex, the cinema chain has invited members of its AMC Stubs program to attend an evening of free screenings at the theatre this Friday, September 27th.
First, a little history on the re-opening of the Fallbrook 7.

AMC took over the theatre at the Fallbrook Center in West Hills, CA earlier this year when Laemmle Theaters abandoned the site after deadlocking on a new lease agreement with the mall’s owner, Chicago-based General Growth Properties. When Laemmle originally made public the closing of the Fallbrook 7, which is a few miles from my home, I suspected the property owner may have been hoping to attract an exhibitor with deeper pockets. Sure enough, within two weeks of Laemmle’s announcement, AMC Theatres swooped in and took over the lease.

Moviegoers who patronized the Fallbrook 7 regularly, many of them senior citizens, were disheartened to hear of Laemmle’s plans, since it was one of the only cinemas in the west San Fernando Valley to play arthouse titles. An older theatre, it was also known for sometimes scratchy projection and sloped floors. Upon announcing their intention to take over the multiplex, AMC tried to assuage any fears longtime customers might have as evidenced by Mark McDonald, the circuit’s executive vice president of development, telling the Los Angeles Times:

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Mexico’s Cinepolis Heads North Of The Border

Cinepolis LogoNot sure how I missed this. None of the gazillion Google alerts I’ve set up to track all things exhibition and distribution informed me that National Public Radio broadcast a story on Cinépolis back on August 12th. Nor did I hear the piece on Morning Edition, the NPR program my alarm clock blares on most days. (No doubt it aired during one of my many “snooze bar” fits.) There was even a story in the Hollywood Reporter that slipped under my radar.

If you live in the United States or Europe and have never heard of Cinépolis that may change very soon. The Mexican based theatre chain has a history dating back to 1947 and has grown to encompass more than 2,500 screens in over 270 theaters spanning several Latin American countries, including Brazil, Costa Rica, Colombia, El Salvador, Guatemala, Honduras, Peru and, of course, Mexico.

Over the past 10 years Cinépolis has gone through explosive growth to become the fourth largest theatre chain in the world. They company serves nearly 117 million moviegoers each year and its theaters in Mexico account for more than 61% of the country’s box office. A few years back the company began opening multiplexes in India. Now they’ve moved north into the United States and opened their first Cinépolis Luxury Cinemas in Del Mar, California, a wealthy suburb of San Diego.

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