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Based on the knowledge that the facility<br />
is every bit as important as the films they<br />
show, the partners carefully considered<br />
every aspect ofthe design of MovieWorld to<br />
create as comfortable an environment as<br />
possible. The building was designed by<br />
Dutch architect Theo Haayen of the firm<br />
Wilton & Haayen and feattires a glass facade<br />
that helps promote the activities within.<br />
Says Haayen, "From outside die building,<br />
you can see the audience walking in the<br />
illuminated hall and on the first floor Likewise,<br />
those on the inside benefit from an<br />
unobstructed view of historic Kurhaus<br />
Square and all its activity and liveliness."<br />
Built<br />
in one of Holland's premier locations,<br />
MovieWorld is situated in an<br />
entertainment zone close to the<br />
boardwalk, Tlie Hagtie, and across from the<br />
historic Kurhaus. Witli a variety of restaurants<br />
and shopping nearby, as well as a local<br />
casino, those visiting the multiplex can plan<br />
an entire day's activities around going to the<br />
movies. With the opening of restaurants<br />
vrifhin the multiplex this summer, visitors<br />
to the complex will have tlie additional convenience<br />
of dining before or after seeing a<br />
movie.<br />
Wifli eight theatres screening films at<br />
MovieWorld, the multiplex formula will<br />
provide more than a visit to the cinema.<br />
"MovieWorld and cinemas like it will become<br />
a social entertainment destination<br />
point for visitors," says Ochs. "The ability to<br />
offer a large number of the latest leading<br />
films at the same location means people<br />
will always have a good selection of films<br />
even if their first choice is sold out."<br />
Schaptro points out that the movie experience<br />
will be unlike what Dutch viewers<br />
have known in the past. "All the screens<br />
have state-of-the-art technical specifications<br />
with the appropriate digital sound systems<br />
and seats that offer good vantage points for<br />
the entire audience."<br />
The April 26 opening of MovieWorld in<br />
Scheveningen drew upward of 800 people<br />
for the festivities, which included the premiere<br />
of "Boys on the Side."<br />
With all three partners in the movie business,<br />
booking films for the multiplex<br />
shouldn't be a problem. The partners have<br />
decided to make exhibition their priority at<br />
MovieWorld, not self-promotion. "We wiR<br />
show the best films for the Dutch market,"<br />
says Schapiro.<br />
Ticket prices wUl be responsive to local<br />
norms v\nfh discounts applying for nonpeak<br />
hours and special prices used as incentives<br />
to draw infi'equent mo\'iegoers to tlie<br />
tlieatres. Average prices will range from 15<br />
to 17 gtiUders— or rouglily five to ten dollars<br />
per ticket.<br />
Dutch General<br />
Manager Ge Schottelndreier<br />
will handle all of the day-to-day<br />
activities for the multiplex with Managing<br />
Director Lauge Nielsen orchestrating the<br />
business on a larger scale. Staffing will be<br />
handled locally with an eye toward boosting<br />
tlie economy in The Hague district.<br />
With<br />
MovieWorld its first foreign<br />
venture, there are obviously some<br />
risks for Morgan Creek. Competition<br />
for \adeo, cable and Pay T\' have been<br />
a problem for the exhibition industrj' in the<br />
past, lb this, Schapiro states the philosophy<br />
that governs the company's outlook. "One<br />
has to eidier believe in the cinema-going<br />
experience or not. I think that all the partners<br />
in our Holland project believe that for<br />
the cinema business, the long-range business,<br />
particularly where state-of-the-art<br />
multiplexes are concerned, it doesn't matter<br />
what the competition is. Whatever new<br />
media comes along, there will still be a need<br />
for families to go out for an inexpensive<br />
evening and take in a movie. The place<br />
where they'll go to take in the mo\'ie will be<br />
one where there is other recreation—such<br />
as restaurants. Thus the multiplex cinema<br />
experience provides a choice of films combined<br />
widi other recreational activities, and<br />
that experience wtII be the experience well<br />
into the 21st century."<br />
No plans are on the table at this time for<br />
other foreign ventures for Morgan Creek.<br />
But that could change. "Where joint ventures<br />
and partnerships make sense for us,"<br />
states Schapiro, "I think we can continue to<br />
explore."<br />
INVITES YOU TO JOIN US AT<br />
OUR ANNUAL MEETING TO HONOR<br />
MIKE CAMPBELL OF REGAL CINEMAS<br />
NATO OF OHIO'S EXHIBITOR OF THE YEAR<br />
STOUFFER RENMISANCE<br />
TOVER CITY, CLEVELAND, OHIO<br />
AUGUST 2 n, 1995<br />
FOR FURTHRR INFORMATION CALL BELINDA JUDSON, FXFCUTIVF DIRFCTOR, NATO OF OHIO (6111 881-bbll<br />
44 BoxonicK
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