Theater may feature mainstream fare

As the University continues negotiations with National Amusements, observers are speculating on the chances of an independent film theater opening at the half-completed theater at 40th and Walnut streets as was originally planned. Penn Executive Vice President John Fry confirmed yesterday that Penn is currently in talks with the entertainment giant to pick up the abandoned site where Sundance Cinemas left off. General Cinemas, which was providing financial backing for the former project, filed for bankruptcy protection in October and pulled out of the deal in November. Sundance soon followed suit, backing out of its agreement with the University. While Sundance was supposed to bring independent films to campus, the Dedham, Mass.-based National Amusements has made its money -- close to $3 billion in sales in 1998 -- by offering mainstream movies to the public. But according to Sharon Pickenson, spokeswoman for the Greater Philadelphia Film Office, National Amusements does indeed have a division devoted completely to independent films, known as Cinebridge. National Amusements spokeswoman Jennifer Maguire declined to comment on National Amusements' operations in the independent film field. General Cinemas spokesman Brian Callahan, however, elaborated on National Amusements' experience in the arthouse theater market. According to Callahan, that experience is minimal, as National Amusements is currently operating only one independent film project. "That's a fairly new concept," Callahan said, noting that National Amusements decided to back an Edwards Theater in Orange County, Calif., after the original financial backer pulled out. The theater was intended to show independent films. "It's a new theater that someone else was supposed to open," Callahan said. But whether or not the potential National Amusements theater on campus would cater to the mainstream crowd, Joan Bressler of the Philadelphia Film Office sees any potential deal in a positive light. "We're delighted to have more screens in the University area and that the building will be put to good use," Bressler said. "I just love the idea of a functioning building rather than an empty building." Bressler acknowledged that the market does lean towards more big-budget pictures. "A lot of people love mainstream movies," she said. Still, some would prefer to see an arthouse on Penn's campus. "It would be great to have an arthouse around the University," Communication Professor Joseph Turow said, noting that "National Amusements is a major reputable company." "Whether they'll bring the type of cinema the community wants remains to be seen," Turow added. Officials at the corporate headquarters of Cinemagic, Inc., which operates the Cinemagic 3 theater on the 3900 block of Walnut Street, were unavailable for comment regarding possible competition from National Amusements. Members of Penn's Film Studies program said they were hoping that the Sundance theater would include academic space for the program, which hopes to offer a major eventually. And English Professor James English expressed caution regarding a potential deal with National Amusements. "What I'm concerned about is the relation of this facility to curricular events in the Film Studies program," said English, who is the acting director of the program. "Are the facilities going to be able to be used for imaginative, creative uses by the Film Studies faculty?" But those affiliated with the program acknowledged that any deal is better than none. "It's terrific that anything is opening up," said College junior Marc Brunswick, who is co-chairman of the Film Studies Undergraduate Advisory Board. "It might not match the Ritz theaters [downtown], but even if they have a few [independent films], its better than nothing." "Everyone is just in a wait-and-see mode right now," English added. Last month, when it was revealed that the University had identified a possible tenant of the vacated construction site, English expressed his hope that a deal would be completed. "It's a disappointment to Film Studies that the Sundance thing fell through," English said at the time. "We still are certainly hoping that Penn manages to put together a deal."