Boxoffice-July.1999

potentially double profits," he says.
At its inception nine years ago, the
MMC's marketing and communications
division was given the goal of doubling
the number of theatre visits in 10 years,
and it is working, according to van der
Meulen. He has already exceeded that
goal with his own theatre.
The federation's primary goal, however,
is to create marketing programs that
promote moviegoing in general—not
necessarily at specific theatres. For example,
in an effort to increase moviegoing
during the soccer season, the federation
participated in a joint promotion with a
national bank. During this campaign, the
bank's customers received a two-for-one
movie ticket voucher whenever they took
money out of the automatic teller
machine. The voucher could be cashed in
at any moviehouse.
Although the average movie theatre in
Holland has two screens, there are some
with six or seven screens and a megaplex
with 12. Van der Meulen explains that a
lot of towns still have a single screen theatre,
which keeps the average low. But he
adds that single screen theatres no longer
work from an economic standpoint, so
they are either closing or adding two
extra screens so that they can survive.
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the other hand, also stems from the van
der Meulens' passion and determination.
"We never had any money and we
built [the theatre] ourselves with our
own hands," says van der Meulen. With
the help of Yvonne, his wife, he scouted
for movie theatre seats and bought
them all for about 10 guilders apiece.
"It was the same with the equipment,"
explains van der Meulen. "We had
some projector parts, and we put them
all together and got a whole projector.
"I'm very proud of [the theatre]. It's
built with nothing."
Van der Meulen estimates that the
entire cinema, with its three screens,
cost about 250,000 guilders
(US$100,000) to build. It took five
years to finish, and although they have
since added a better sound system, the
structure is essentially the same as when
it opened five years ago.
Van der Meulen's partner, Rene
Buitenhuis, also takes a hands-on
approach to the business, but his energies
are focused on refurbishing movie
theatre equipment at the company
workshop.
Like all good businessmen, van der
Meulen and Buitenhuis are always
looking ahead. They are finalizing
plans to open a second cinema nearby
that will have seven auditoriums. This
second location, scheduled to open in,
July 2001, will ultimately replace thel^
Bioscoop Atlantic.
"The theatre that we are in now is
too busy. It is sold out too often," says
van der Meulen. While the Atlantic can
accommodate attendance during the
week, customers have to be turned away
from full shows at the weekend. "When
they walk away, it takes you 10 years to
get them back," he laments.
j
But van der Meulen is confident that'
they will return and promises that his
new cinema will be "the most beautiful,
cosiest, nicest theatre ever built." He
has already designed the prototype for
his new adjustable theatre seats that will
continue to provide back support even
when the moviegoer slouches. He plans
to replace the seats in of one of his
existing auditoriums with the.
adjustable prototype to gauge audience!
reaction.
I
"Of course they cost a lot of money, I
but it is a worthwhile investment," says
van der Meulen. "The screen, sound
and seating are the most important
[aspects of presentation]. But there are^
a lot of exhibitors who want to buyj'
only cheap chairs. It is not an area 3
where you should cut back. It is better
to pay twice as much and have a good
|
chair than have the audience uncom-|
fortable."
With audience comfort and enjoyment
uppermost in his mind, van der
Meulen's second theatre will likely be a
great place to see a movie.
WM
48 BOXOFFICE
Response No. 461