You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
EXHIBITION PROFILE<br />
DUTCH TREAT<br />
Morgan Creek, Warner Bros, and Chargeurs join forces<br />
to open MovieWorld, Holland's first state-of-the-art multiplex<br />
Bv Pat Kramer<br />
a partnership that combines expertise,<br />
Inexperience, strength, world positioning<br />
and stability in world exliibition, Morgan<br />
Creek has joined forces with Warner Bros.<br />
International Theatres and Chargeurs, the<br />
French film production/distribution company,<br />
to buUd Holland's first high-tech multiplex<br />
cinema complex, MovieWorld.<br />
Located in the scenic seaside resort of<br />
Scheveningen, MovieWorld, which opened<br />
in April, boasts eight screens, seating for<br />
2,200, and state-of-tlie-art technology in<br />
viewing and sound.<br />
Although MovieWorld is<br />
Holland's first high-tech multiplex<br />
cinema, it is not the first<br />
multiplex, according to Morgan<br />
Creek International Executive<br />
Vice President Ken Schapiro.<br />
"Holland's first multiplex<br />
opened at the end of last year in<br />
Maastricht, but MovieWorld is<br />
really the first state-of-the-art<br />
multiplex, " says Schapiro.<br />
One of Hollywood's most successful<br />
independent film production<br />
companies, Morgan<br />
Creek was founded in 1988 by<br />
Chairman and Chief Executive<br />
Officer James G. Robinson and<br />
has made 1 7 films, including the<br />
boxoffice hits "Ace Ventura: Pet MovieWorld is centrally located close to the Hague, overlooking Kurhaus Square. four multiplexes in France since<br />
Detective, ""Young Guns,"<br />
1993. Chargeurs' Crepon says,<br />
"Major League," "Dead Ringers,"<br />
"Cinema admission in southern<br />
"Young Guns II," "Pacific Heights" and success of video rentals, good cable TV services<br />
and some long-held stay-at-home tra-<br />
since the opening of the Pathe multiplex<br />
France increased bj' more than 50 percent<br />
"Ftobin Hood; Prince of Thieves."<br />
A leading force in exhibition in the Midwest,<br />
Morgan Creek is partnered with However, based on their experience with<br />
ditions have all been factors," he says.<br />
Svensk Films' Ron Leslie in the ownership multiplexes in other<br />
of the First International Theatre chain,<br />
operating in Kansas, Nebraska, Arkansas<br />
and South Dakota. By year's end, flieir domestic<br />
acquisitions will total 100 theaters as<br />
they continue multiplex expansion.<br />
Internationally, however, this is Morgan<br />
Creek's first foreign venture.<br />
The partnership of Morgan Creek with<br />
studio giant Warner Bros, and the Frcnc:h<br />
media conglomerate Chargeurs came about<br />
after the partners recognia^d the untapped<br />
potential of the Dutch market. "\ lolland was<br />
very much a unique opportunity because<br />
the Dutch market is so untlerscreened and<br />
could really use improvemcni in<br />
the existing<br />
screens," says Schapiro. "I fliink all the<br />
joint venture partners recognized this as a<br />
unique opportunity."<br />
Market research has shown that the<br />
Dutch do not go to the theatre very often.<br />
Says Morgan Creek Chief Executive Officer<br />
Gary Barber, "Of all European countries, the<br />
Nedierlands spends tire least amount of<br />
money per head on the cinema."<br />
A number of factors contribute to that<br />
trend, says Chargeurs Executive Vice President<br />
Michel Crepon "Old cinemas, the<br />
countries, the partners<br />
hope to turn that trend<br />
around. They believe<br />
MovieWorld will enhance<br />
the moviegoing experience<br />
enough to<br />
stimulate business.<br />
Millard Ochs, President<br />
of Warner Bros. International<br />
Theatres,<br />
b('li(!ves in taking a proactive stand. 1 le cites<br />
his first multipk^x opcining in England as an<br />
example of how inviisting in down markets<br />
has worked for Warners. "When we opened<br />
England's first 10-screen nuiltiplcN cinema<br />
at Milton Keynes in 1984, the U.K. film<br />
industry thought we were crazj'. Total cmema<br />
admissions in 1984 were 54 million—<br />
slightly more than one visit per inhabitant<br />
We knew we could increase that.<br />
per year.<br />
The builder bet me a fiver we would fall on<br />
our face. I won the bet."<br />
ith the opening of that first multiplex<br />
in England, "the revolution in<br />
Europe had started," says Ochs. In<br />
rapid succession, more Warner sites were<br />
opened in the U.K., Germany,<br />
Portugal, Spain, and now Holland,<br />
with investigations into expansion<br />
opportunities in<br />
Australia and Japan presently<br />
underway. Warner Bros, currently<br />
manages 309 screens with<br />
160 under constniction around<br />
the world.<br />
Similarly, Chargeurs has seen<br />
an influx in movie attendance at<br />
their new multiplexes. Besides<br />
being known for film distribution<br />
(via Pricel and AMLF in die<br />
United States, Guild Entertainment<br />
in Great Britain and Tobis<br />
Filmkunst in Germany), their<br />
subsidiary, Pathe Palace, operates<br />
150 screens and has opened<br />
two years ago. lb progress, you have to<br />
modernize and respond fast to the changing<br />
market demands.<br />
Ihose are now con-<br />
\'enienc(', comfort<br />
CINEMA EXPO '95<br />
EUROVIEW<br />
and quality."<br />
WidibothWamers'<br />
and Chargeurs' expertise<br />
in international<br />
ventures,<br />
Morgan Creek realized<br />
a stiong partnership<br />
in this N'cntiuv.<br />
Althougli It is its first forcign exhibition<br />
p.irtni'rship, Morgan Creek has been partnered<br />
with Warners in distribution for the<br />
past three yeais, and Ciiai'gcurs' AMLF has<br />
been its distribution partner in France.<br />
42 BOXOI'KICK
Change language