Campus movie theater to open for business

It is lights, camera and action for the movie theater at 39th and Walnut streets. Cinemagic 3 at Penn is opening tomorrow with the blockbuster film Batman Forever on two of its three movie screens, according to Cinemagic Owner Andrew Sheppard. This theater is replacing the AMC Walnut Mall 3, which closed last November because it could not keep up with competition from larger theaters in the area. But Sheppard said Cinemagic will not have the same problem, because it will have a different priority than the AMC. "We will be getting pictures that students and faculty want to see," he said. "In the past that seemed like second or third or fourth priority." As examples of films the theater will be showing, Sheppard said he has reserved Pocahontas starting June 23, and Apollo 13 starting June 30. Sheppard added that extensive renovations were done to the theater during the year. Some of the changes include refurbishing the seats, installing an ultra-stereo sound system and adding television monitors throughout the lobby displaying upcoming previews. There will even be a monitor running 24 hours a day so people walking by can see it, he said. And the ticket box office now has a new indoor location so patrons do not have to purchase their tickets outside in the cold weather, Sheppard added. "Everything was basically ripped out," he said. "At least right now it looks like a brand new theater inside." Associate Treasurer Chris Mason estimated that these renovations cost Sheppard and the University somewhere between $75,000 and $100,000. Sheppard said there are a few differences between Cinemagic and other movie chains. There will be a security guard at the theater every night, Sheppard said. And unlike many other theaters, Cinemagic pops popcorn fresh for every show. He added that like the AMC, the theater will provide a discounted ticket price $4.50 for students. Tickets will cost six dollars for adults and four dollars for children and senior citizens. Mason said the University worked in conjunction with Cinemagic to open the parking lot at 40th and Walnut streets, "in attempt to help the other merchants on 40th Street towards Market." The lot, which opened up six weeks ago, provides parking for only two dollars, Mason said. "We are hoping that with the movie theater there, people will use that instead of parking on the street," he said. Last fall, the University negotiated with the Ritz Theater as a possible replacement for the AMC. But those negotiations fell through and Cinemagic became the company of choice. The Cinemagic theater was slated to open in March, but plans got delayed as a result of the fire at The Convenient Food Store, located at 39th and Walnut streets, in February. Sheppard described the smoke damage as "extensive," adding that "a lot of things needed to be wiped down." The Eric 3 Campus Theater on 40th Street also closed last August when its contract expired. Representatives from the Performing Arts Council and the Undergraduate Assembly submitted a proposal to officials in December, recommending that the site be converted into performing arts space. But Provost Stanley Chodorow rejected the idea in January, on the basis that it was too expensive and that ample performing arts space would be provided in the Perelman Quadrangle. And UA member Eric Tienou said earlier this week that "everything is really up in the air and pending discussions about the Perelman Quad." "Even PAC's priority is the Perelman Quad and this theater is secondary," the College senior said. Tienou added that he is still looking to continue discussions about using the theater for performing arts space.

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