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Theater branches out

Posted: Friday, Oct 12th, 2012


Huron Luxury Cinemas recently added additional signs on each side of the marquee. These wing signs allow the theater to list all showtimes for each movie and indicate 2D and 3D where applicable. Listing the showtimes on the new signs frees up space on the marquee to spell out longer film titles and add movie ratings and other information. PHOTO BY LOUISE VAN POLL/PLAINSMAN


HURON — The Huron Luxury Cinemas is branching out both physically and figuratively, with new ideas and promotions.

Something new the theater is trying out this year are movie preview days. The first one was held last June and introduced the new movies being released throughout the summer.

The Fall Preview Party will be Saturday morning beginning at 10 a.m. The event is free and will allow moviegoers to see previews of all upcoming movies for the fall season, including the Christmas blockbuster releases such as “The Hobbit,” and the next Twilight installment and James Bond movie.

“This is another advantage of the digital format,” said Jeff Logan, owner. “Instead of waiting for a piece of film, studios are releasing movie trailers two and three months in advance. We decided to make a party out of it.”

There will be four programs, each showcasing different genres and shown in separate auditoriums — action, horror and science fiction movies; family and children; comedy; and romantic comedy and drama. Each 20-minute program will run repeatedly until noon. See one or see them all.

There will be free popcorn and soft drinks. No tickets necessary, just walk right in and join the excitement. Everyone will gather at 10 a.m. in one of the large auditoriums for a brief welcome and door prize drawings and trivia questions. Prizes will include movie items, posters, concessions and movie passes.

“We are going to try to hold these free movie previews every three or four months,” Logan said. “We want to make this a fun deal for the folks.”

Jason Hauck, manager, added, “I think this is going to go over well with the public. There was a lot of interest after the first one.”

Travellers on Dakota Avenue may have noticed the new additions to the theater marquee. Huron Luxury Cinemas recently added additional signs on each side of the marquee. These wing signs allow the theater to list all showtimes for each movie and indicate 2D and 3D where applicable. Listing the showtimes on the new signs frees up space on the marquee to spell out longer film titles and add movie ratings and other information.

“We really needed them,” Logan commented. “We couldn’t list all the showtimes and now with four screens we have staggered start times so a person should be able to come to the theater and walk right into the auditorium without waiting in a long line. But for that to work, every show time needs to be listed on the marquee.

“We couldn’t even spell out all the titles,” he laughed. “It was quite an effort to try to abbreviate words to fit the sign, but still have the public be able to read the title. Now we can get all the information up including the movie ratings. Besides, after we expanded to four screens, the marquee was out of proportion,” Logan explained. “We had this 100-foot wide, two-story tall expanse in front with this little rectangular sign. These new side signs bring it more into proportion.”

Hauck said he has heard a few comments about the new signs. “People appreciate having all the times up there and with the ratings listed, kids know if they have to bring ID with them. I appreciate that.”

Both men were quick to point out that the Friends of the Library Children’s Movie Matinee Series will be held this year — just later in the fall. The series will start Nov. 9 and run through Dec. 15.

“There is always a lot of interest in the Children’s Series,” said Hauck. “The library has been getting a lot of calls about this years’ event and so have we. We have some of the movies lined up, but we don’t have the whole series finalized yet.”

Logan explained that there were a lot of children’s movies being released in the fall, whereas there is a dearth of children’s entertainment during those six weeks. He pointed out that the series has run late in the fall before, but that was a dozen years ago. Attendance may go up because of the cooler weather and coming after all the frenzied activities of school starting, homecomings, harvest festivals and Halloween.

“Typically, early fall doesn’t have any kids’ movies coming out,” said Logan. “By running the Children’s Series at that time, we were filling a need. Well, this year there is an overload of kids’ shows right now, but the six weeks leading into Christmas have very few children’s movies.”

Logan suggested that these matinees will provide a great opportunity for parents. “Drop your kids off at the movies and go Christmas shopping,” he laughed.





For the complete article see the 10-11-2012 issue.

Click here to purchase an electronic version of the 10-11-2012 paper.











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