Boxoffice-July.1997

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the complex had changed hands along with all
the other MGM cinemas in Europe. When it
finally opened its doors, the MGM Multiplex
had a new name reflecting its changed status:
it was now The Virgin Multiplex.
WARD-ANDERSON AND
ABBEY FILMS
The
new complex was up against the
very well known and reliable Savoy's
six cinemas, which include the largest
screen in the country (four stories high and
60 feet in width) and the latest in digital
sound. The Savoy was by now a flagship
for the Ward-Anderson group, which runs
it under the company's exhibition arm.
Abbey Films. With over 100 screens around
the country, Ward-Anderson represents a
force to be reckoned with. Its history in
Ireland offers a unique view of the Irish
approach to the medium.
Leo Ward, who was a footballer of note
in the late '40s, went into distribution with
a film called "The Hills of Donegal"—
risky venture that paid off, according to his
son Paul Ward, director of Abbey Films.
"No one wanted to know about this movie,
so my father took it to Cork [the second
laigest city in Ireland] and it ran for over three
weeks. Suddenly, everyone wanted it."
Leo made several visits to London and
picked up the rights to show a few older films.
When the popular British "Carry On" comedies
and the Chinese-made Bruce Lee features
came out, Leo went into distribution in a big
way. But the Ward family's exhibition roots
went even deeper.
"The first cinema the family got involved in
was in the mid-'50s in Lucan," Paul Ward
Paul Ward, Director, Abbey Films, Dublin.
remembers. "The previous owner wanted to
leave the country. He had debts of £8,000
[US$12,000], and my father took over the
debts and gave him £10,000 [US$15,000]."
From then on, Lee Ward and his partner
Kevin Anderson took partial interests in local
cinemas. They had a good working relationship
with the local owners, who continued to
mn the cinemas for the sake of the local
townfolk. In Cork city, Ward-Anderson took
over the Pavilion Cinema, which then took
over the Capital and the Lee. For the first time.
Ward-Anderson assumed 100 percent of
each business, and an exhibition empire
began to spread. "I came into the business in
the '70s," says Paul Ward, "when we had
about 20 cinemas and solid
distribution
deals. But because there was a glut of films,
not all of them were good."
Leo Ward had a cinema outside Dublin
called the Green. Because it was not in the
exact city center but about a mile away, it was
classed as a second-run cinema and could not
get first-run films. Necessity being the
mother of invention, Leo again went to London,
this time buying rights to the first seven
Bond movies for about £500 [$750] each.
He ran them from week to week and took
in 1 times their cost. To put a bit of icing on
the cake, he then double-featured them and
made yet another killing. The distributors
saw the potential of the Green and allowed
Ward first-run movies. Leo Ward was no
longer out in the cold.
The day after Ward-Anderson took over the
Savoy they reduced admissions for the day to
£1 [US$ 1 .50], and five thousand people turned
up at the cinema. 'We realized [from that] that
there was a pricing problem," says Paul Ward,
'
'and reduced the afternoon performances to £2
Act III Theatres • Carmike Cinemas • Cinamerica Theatres • Cineplex Odeon • Cynos Anedos Cinemas • Dickinson Theatres • Eastern Federal • Edwards Cinemas
As I went to sit in my seat
my hands held a drink cold & sweet,
but when I sat down
my face showed a frown,
cause my drink spilled all over my feet.
Since then I have been to a place
that provides me a neat little space,
where I can sit back
with my cup in a rack,
and relax with a smile on my face.
Are your patrons smiling?
Call, The Caddy Guys
1-800-845-0591
Caddy Products • 7667 Cahill Road • Minneapolis. MN 5.*S439 • 6 1 2-828-(X)30 • Fax 612-829-0166
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