>

film industry, said Burt Manzari,
president of Landmark Theaters,
the largest specialty film ex-
hibitor in the country. 'The the-
ater business is as healthy as
ever," he said. "We're seeing a
competition to rachet up the pre-
sentation."
Landmark Theaters recently
opened a nine-screen theater in
Cambridge, Mass., to add to its
150 screens nationwide, although
none are located in Michigan.
Each of the nine auditoriums are
designed with distinct motifs. All
Landmark theaters, said Mr.
Manzari, include an espresso
stand, specialty concession items
and state-of-the art seating.
`There's a bulge in the (theater
audience) population," said Mr.
Manzari. "Baby boomers with
disposable income, who grew up
watching films, want to be chal-
lenged."They now have the fi-
nancial resources to go out to
theaters. And what they're de-
manding is changing the whole
face of the business."
Movie box office receipts in
1995 accounted for $5.49 billion
of the $20 billion entertainment
industry total. Many theater
owners believe that regardless of
whether it's mainstream or art
films being shown, there's plen-
ty of revenue to go around. The
breakthroughs of recent art films
like The Crying Game and
Howard's End, however, made it
clear that there's no substitute
for a hit.
Backed by billion-dollar en-
tertainment companies like
Warner, Sony and MGM, multi-
plexes are increasing the num-
ber of screens to show a movie as
many times as possible. In metro
Detroit, the Star Gratiot Theater
in Clinton Township announced
it will add five screens to its 16-
screen complex. Increasing rev-
enues from theaters is necessary
to cover mounting production
and advertising budgets, and oth-
er costs associated with hoping
for a blockbuster.
The emergence of multi-
screens in the mid-1970s "saved"
the movie industry, according to
Ms. Grasso of the National The-
ater Owners Association. Back
then, the common practice was
to simply divide the single the-
ater with a wall. In the last sev-
eral years, the proliferation of
mega multi-screen theaters has
brought a dizzying selection of
movies that reads like a stock ex-
change listing.
"We don't rely on big-hit films
and huge advertising campaigns
from a major studio," said Mr.
Manzuri. "Our approach is a
grassroots marketing of our the-
aters."
Whether art film theaters can
continue to nurture a specialty
film depends on if there's any
control over the distribution. As
major studios become more di-

STATE page 64

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