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could be presented in a distinct said David Trepeck, president of
cinematic environment to those Uptown Theatres, which owns
audiences who could tell the dif- the Birmingham. "Entertainment
ference between a Louis Malle dollars are spent somewhere —
film and the formula veneer of at a sports event, concert, restau-
rant," he said. "There's
Hollywood movies.
no direct competition
When the Main Art
Dan C urley:
with other art film the-
Theatre opened in Octo-
The Birm ingham
ber 1993, it introduced succeeds "because aters. Essentially, we
realize that our cus-
eight-track sound, tiered
of sery ice."
tomers want an overall
seating and a concession
presentation."
stand filled with special-
Last summer, the Maple The-
ty coffees and candies. In place
of a video arcade atmosphere atre found out what happens
with neon lights and pop movie when customer expectations are
posters, there was a tastefully de- ignored. Opened in 1977 as the
signed area where people could area's first commercial art film
actually sit and discuss the film. house, the Maple Theatre intro-
Six months ago, the Birming- duced many specialty films and
ham Theatre opened eight extended the run of films that
screens at the renovated down- premiered at the venerable De-
town Birmingham landmark. troit Film Theatre. Its decision to
"We're succeeding because of the stop showing art films and only
services we provide, not because offer "upscale movies" drew wide-
another theater is failing," said spread community outrage, said
Dan Curley, general manager at Julie Arm Trutiano, general man-
the theater. Last week, the Birm- ager of the Maple.
'During those four months, we
ingham was only showing one art
lost
revenue and failed to meet
along
with
film, The Grass Harp,
popular commercial movies tar- customer satisfaction (stan-
geted at Birmingham's "upscale dards)," she said. The Maple re-
sponded by dedicating one of its
taste," said Curley.
By appearances, the Birming- three screens exclusively to art
ham fits the model of an art film films. With the recent successful
house. Amid the atmosphere of run of Big Night, Ms. Trutiano
the onetime musical theater, expects similar responses to The
moviewatchers may use the valet English Patient and Shine.
The multiplexes' foray to cap-
service, order pizza rather than
popcorn and sip gourmet coffee. ture a greater share of the art film
"This is an untapped market," audience is a sign of a thriving