Movie palaces of the future reflect economic growth of today
Grand architecture, technical wizardry capture audiences
Movie theaters, after all, are where the action is
By Simon Perkowitz
Evoking the grand architectural styles and classic metaphors and finishes of the “golden age” of Hollywood, a new era of movie palace is being built across the country, and the incubator and catalyst is Southern California.
Using more holistic approaches as they emerge as centerpieces of new urban shopping experiences, motion picture theaters have become entertainment destinations that recognize the common public yearning for gathering places and communal experiences.
Much like the Main Street of another era, these entertainment centers are replete with dining and shopping venues.
The new movie palace/entertainment complexes seek to provide more of a quality environment with lush furnishings and floor coverings, expanses of marble and commissioned murals. Designed to be in context with the surrounding neighborhoods, they draw on each area’s unique features. These are not cookie cutters. Architecture and planning play an important role in the success of the ventures.
Movie theater ticket sales are increasing, with 1.386 billion tickets sold last year for total revenue of $5.9115 billion, the largest in history, according the National Association of Theatre Owners (NATO).
Six-story screens and lavish viewing experiences draw customers and theater owners are finding their investments pay off and are accelerating the commissioning of these new theaters.
The movie experience now begins at the sidewalk, with grand and glittering marquees and glamorous lobbies.
The Edwards 21 Cinemas at the Irvine Spectrum which we designed is considered a laboratory for these new trends. Identified as a megaplex ( a term replacing “multiplex” to better reflect much greater size), it opened in late 1995 as the largest motion picture complex in the nation in terms of total seats (6,400) and size (158,000 square feet). The individual theaters range from 200 to 1,200 seats. It was the first theater in the western United States to have a IMAX 3-D theater where the audience uses special headsets to view a stream of images which surround you and experience personalized sound environments. Within the complex, stadium seating allows unobstructed views; moveable armrests give viewers the chance to create their own screening environment complete with couches.
Since this forerunner, we’ve had the opportunity to design a number of these new complexes. Recently opened entertainment centers include the Krikorian in Downey and Edwards megaplexes in Newport Beach, West Covina and Ontario. Others are soon to open in Redlands (Krikorian), Boise, Idaho (Edwards), Tustin (Edwards) San Diego (Edwards) and Sparks, Nevada (Century). Likewise, the trend emanating from Southern California is reaching Europe and Asia.The Krikorian Entertainment Centers in Downey and Redlands are part of redevelopment projects to bring more people to older downtown areas, as is the Edwards Entertainment Center at the Lakes in West Covina.
An example of the strong draw of motion picture megaplexes is the positioning of the Edwards 22 Megaplex with IMAX 3-D we designed in Ontario, Calif. next to the hugely successful Ontario Mills shopping complex that itself has a 30-screen AMC theater, the largest number of screens yet in a single complex.Although that was a one of a kind situation, both theaters have proven successful and are testament to the drawing power of the new movie palaces. In addition to providing an “old fashioned” big screen-big audience experience, theater owners can also provide opportunities for movies that need to be screened in small 100 – 250 seat theaters before going to video.
In July, the new 250,000-square-foot Howard Hughes Entertainment Complex in Westchester was announced. Anchored by a 500-seat, 3-D IMAX theater and a 22-screen megaplex, designed by Perkowitz + Ruth, the complex will also include 100,000 square feet of retail space and 45,000 square feet of restaurant space. The design will evoke the art deco era of movie palaces with special emphasis on the period from the 1930s-50s when Howard Hughes was a prolific producer. In this J.H. Snyder Co. development, we’re working with project architect McLarand, Vasquez & Partners, Inc.
Groundbreaking has commenced on what will be one of Southern California’s largest retail/entertainment complexes and Long Beach’s largest commercial center.
The $70 million, 920,000 square foot Long Beach Town Center which will rise from the former Long Beach Navy Hospital site epitomizes the trend to entertainment focused shopping centers. Even the name conjures the community environment this development is intended to impart.
Intrinsic to Long Beach Town Center and other such entertainment complexes is the creation of a “sense of place.” It is an evolution that harkens back to projects such as Ghirardelli Square in San Francisco and Faneuil Hall in Boston, marketplaces attached to historic landmarks that were the forerunner of the trend. Today’s entertainment-focused shopping experiences don’t necessarily use historic sites but may incorporate other historic motifs, such as Long Beach Town Center and the Howard Hughes project will be doing.
The Long Beach mega-retail project will include an outdoor entertainment plaza anchored by a 26-screen Edwards Theater complex with 5,000 stadium-style seats — becoming the largest movie theater venue in Long Beach.
The Long Beach Town Center will also contain a 500-seat outdoor and indoor dining area; video arcade; large retail outlets; a grand fountain and parking for 4,734 vehicles.
Time was that regional and community shopping mall tenants didn’t like theaters or restaurants because of the amount of parking necessary that they believed would take away from their customers. Now entertainment is seen as an enhancement to shopping. The modern, diversified center is part of an integrated social experience that includes shopping, dining and entertainment. People are spending more time and disposable income close to home and family.
Having been in the business of designing retail and entertainment venues for nearly 30 years, we are now seeing strong growth in the development of these new projects in combining retail, restaurant, specialty stores and entertainment multiplex elements of our business and the future points to continued growth in this market. This new era of architecturally designed places for neighborhoods to focus shopping and leisure time acknowledges more sophistication and competition in the marketplace. The resulting architecture celebrates both the lasting value and powerful influence of quality design in affecting customer choice and enhancing commercial viability of these projects for the future.
Simon Perkowitz, A.I.A., president and chief executive officer of Perkowitz + Ruth Architects Iinc. of Long Beach and Newport Beach.
