New theater will likely stray from original vision

As Penn closes in on a possible movie theater deal, officials have acknowledged that the end result will not fully match the original vision of an arts house designed to anchor the 40th Street redevelopment. Dedham, Mass.-based National Amusements presented an offer to the University several weeks ago to occupy the site once intended to house independent film-oriented Sundance Theaters. "I'm glad we have anyone talking with us right now," Fry said, explaining that the theater industry "is a disaster." Last year the University was optimistic about Sundance, a venture run by actor and director Robert Redford and financed by Boston-based General Cinemas. The theater was intended to be the showpiece of the 40th Street corridor, complimented by new businesses such as El Diner and The Freshgrocer. In 1998, General Cinemas Chief Executive Officer Bill Doeren envisioned the theater as providing "amenities consistent with the community-based needs in the area, including stadium seating, digital sound, a restaurant and an outdoor garden cafe." But in October, General Cinemas declared bankruptcy and pulled out of the project in November. Sundance quickly followed General Cinemas' announcement by pulling out of the deal. Across the nation, movie theater chains have faced severe financial problems and bankruptcies, stemming mainly from overexpansion. The University has been negotiating with National Amusements since March to quickly develop the construction spot that many view as an eyesore. "We're very excited that we have a proposal," Fry said. "They're a great company." Both Fry and National Amusements spokeswoman Jennifer Maguire have refused to comment on specifics of the negotiations. Although National Amusements has tried to tap into the independent market with a new venture called Cinebridge, the new theater here will be anchored by its mainstream fare, a possibility which has worried some in University City. "Will this mirror what Redford had envisioned? No," Fry said. "But it's somewhere in the middle." "Somewhere in the middle" is a prospect that leaves Spruce Hill Community Association President Barry Grossbach and the residents he represents apprehensive. Grossbach pointed out that most University City residents go to the Ritz Theaters downtown to see independent films. "Now why shouldn't we be able to spend that kind of money here. in University City?" Grossbach asked. The original Sundance project was expected to draw people from Center City and the suburbs, much like the Ritz does now. But if the future theater offers little more than mainstream films, moviegoers are left with many similar options across the city, including Cinemagic 3 less than a block down Walnut Street. Alice Moyer, a community representative for the University City District, said Sundance's original plans would have been more appropriate. Sundance "would be the ideal," she said. "That type of theater would fit in very much with the student and faculty thinking." But for Moyer, "something is better than nothing" and any theater would have its positive aspects. Joan Bressler of the Philadelphia Film Office echoed Moyer's position. "We're delighted to have more screens in the University area and that the building will be put to good use," Bressler said. "Some positive activity is good, even if it's not as creative as was intended," Moyer said. Marty Cabry, another community representative for the UCD, pointed out that a mix of independent and mainstream films may be "the silver lining in this cloud." "If you look at the whole community, a nice mix would be better," Cabry said, explaining that the mostly blue-collar makeup of the western parts of the district would be served best by mainstream movies. In August 1994, the same debate ensued when the United Artists Campus theater -- which stood on the same spot where National Amusements might be -- shut down. That same year, Cinemagic 3's predecessor, the AMC Walnut Mall 3 theater at 39th and Walnut streets, also shut its doors. At the time, the University held discussions with Posel Management Company, the operator of the Ritz Theaters, in order to build a Ritz Theater in University City. Ultimately, Cinemagic bought the AMC theater and the Ritz deal fell through. Since then, Cinemagic's three screens have been showing mainstream movies. Grossbach questions whether another mainstream theater will bring in crowds from outside University City -- something the original Sundance project had intended. "Why would they come to a theater on 40th Street when they have their own theaters?" Grossbach asked. "Sundance would have put 40th Street on the map." According to Fry, those concerns are being addressed in the negotiations. "Lucky for us they're on to a concept that's partially sympathetic to what we want to do," Fry said of National Amusements. For Grossbach, he is waiting to see what comes out of a possible deal. "Only time will tell," he said. "The theater will be only as good as the product it serves."