Professional Documents
Culture Documents
Link to Washington Post profile (includes current programming and article published
upon opening): http://www.washingtonpost.com/ac2/wp dyn?
node=entertainment/profile&id=1082083&typeId=1&type=keyword
Discussion: While AFI is a non-profit organization, the resources it can devote and its
unique place in film preservation/restoration are direct competition to Landmark’s niche
market. While its programming is often too eclectic and obscure to draw considerable
numbers (recent programming includes a Hammer Films and Ozu retrospectives),
Landmark has recently encountered competition from AFI in booking certain titles.
The main house features opulent seats with a fully restored and working organ. The
raked seating style features enough leg room that a tall man can fully extend his legs in
front of himself and leave enough room for someone to pass in front of him. The décor is
a throwback to vintage Hollywood, stylishly updated for a modern feel. Many feel as if
the main house is the finest place to see a film in DC. All theatres are fully equipped for
digital sound and projection and even have live broadcast capabilities on-screen.
The programming department is very experienced and has strong ties to the film
community in Hollywood. The management team is somewhat weak, youngish and lured
away from the Charles Cinema in Baltimore. Management is no doubt hindered by the
low salaries paid by a non-profit. As a result, floor staff leave something to be desired
and overall presentation can suffer.
Concessions are lacking, with very few boxed candies offered. There are some heated
pretzels, but the popcorn is pre-popped and kept in warmers. The planners built space
for a sit-down/café-style eatery, but this is not used to full potential. Beer (on tap: Sam
Adams, Red Hook, Miller) is provided through the county in a very unique and archaic
arrangement mired in red tape, the theatre has to wait until it runs out of product and
then requisition the county. They can then wait days until kegs are delivered. As a result,
the taps are often dry when a big opening occurs because management isn’t able to get
product in a timely manner.
Loew’s Georgetown 14
Discussion: An extremely well run cinema, the Loew’s 14 sets the bar high for its
competition. Despite extremely high volume, presentation is excellent, the concession
stand and overall facility is very clean, and staff is friendly. Full stadium seating and
sound capabilities can be found in every theatre.
Concessions extremely well displayed and visible, two areas with approximately six POS
each and tall display cases well stocked with all boxed candy that literally cannot be
missed. Concessions also offer small pizzas, nachos, and other “munchables.” Box
Office has up to 10 POS that can function concurrently plus four more stand alone
ticketing kiosks.
Many “big” Hollywood press screenings (Lord of the Rings) and premieres are held here.
The Avalon
Opened: Originally, 1923. Closed by Loew’s as part of
Chapter 11 re-organization, 2001.
Location: Chevy Chase. Not metro-accessible.
During the years, the Avalon has been a first-run venue and
has hosted several Washington premiers. Until its
unfortunate closing in March of 2001, it was Washington's
oldest continuously operating movie
theatre. With the reopening of the theatre
close to 80 years after its original
opening, the Avalon enters a new stage
as a non-profit community theatre
showcasing first-run movies along with
independent films, documentaries,
educational programs, and community
events.
The Avalon Theatre Project's goal has been to create a new Avalon Theatre serving the
community in all the old ways and many new ones. The Project is now offering the
Washington community a revitalized theater with programming that includes outstanding
independent, foreign, and documentary films, classics and the best commercial films.
The Avalon Theatre is a site for film festivals, puppeteers, music, live theater, and shows
for children. The Project seeks to return the Avalon to life as a vibrant and viable movie
house, one that serves the needs and interests of the Chevy Chase community and
greater Washington.
The Avalon Theatre Project Inc. (ATP) is a 501(c)(3) tax deductible, non-profit that has
served as catalyst/broker in bringing together a contracted theater operator, an ice
cream vendor, and non-profit community organizations. Community non-profit
organizations can arrange to rent the building when not needed for movie exhibition.
Visions Cinema Bistro Lounge
Closed by Cineplex Odeon in 1998. Re-opened as Visions in 2000.
Location: DuPont Circle/Adams Morgan. Metro-accessible.
Owned and Managed: By Andrew Frank
Published in 2000:
When Landmark opened the BRC in 2002, Visions, which had established itself as the
art house in DC, knew it was in trouble. The additional opening of the E Street Cinema
seems to have sealed Visions fate. While Visions has adapted well to the added
competition, focusing heavily on private events and catered affairs, it can no longer
program desirable art house fare.
A favorite among the local press because it is the only true independent cinema in the
city (programming is done by Andrew Mencher, who is on-staff in-house), Visions
continues to keep its doors open through house-rentals and its bar & food service. (The
bistro offers exceptionally tasty dishes and Visions has an outdoor café where many of
the city’s “beautiful people” congregate to listen to DJs spin chill house/ambient, seen
and be seen, and take in the city on warm summer nights). Visions supplements this
income with many “viewing events,” such as airing “Sex and The City” and “The
Bachelor.” Visions future in the marketplace remains unclear and it may be a primary
target for acquisition.
Project overview:
http://arlingtonvirginiausa.com/default.cfm/sec/2/sub/36/sub2/136.cfm
Note: The region’s demographics include the highest concentration of college- and post-
college educated individuals in the country, and one of the highest per-household
incomes in the country. This desirably market is spread widely across and outside DC
proper, urban sprawl is more prevalent in the metro region than similar East Coast cities.
Landmark’s traditional audience--affluent, educated, somewhat liberal--may often live far
outside DC proper. This may be a good market to experiment with smaller, suburban
houses (possible three- to four-screens, a model the Shirlington 7 and Fairfax Cinema
Arts have proven can work for arthouse programming).
The Regal Rockville Center 13 is one of the anchors of this project. Landmark’s BRC
theatre has not lost any business to the Regal Bethesda 10 and, in fact, the Regal’s
Bethesda 10 location may foster a symbiotic exhibition relationship that benefits both
sites.
Project overview:
http://www.rockvillemd.gov/towncenter/index.html
City of Alexandria, VA
http://quickfacts.census.gov/qfd/states/51/51510.html
Arlington County, VA
http://quickfacts.census.gov/qfd/states/51/51013.html
Fairfax County, VA
http://quickfacts.census.gov/qfd/states/51/51059.html
Loudoun County, VA
http://quickfacts.census.gov/qfd/states/51/51107.html
Washington, DC
http://quickfacts.census.gov/qfd/states/11000.html
Montgomery County, MD
http://quickfacts.census.gov/qfd/states/24/24031.html
Currently, Visions Cinema Bistro Lounge hosts a monthly local-screening night, and the
Old Town Alexandria Theater have experimented with the same. The AFI Silver,
Visions Bistro Lounge, and Old Town Theater cater to screening local films, but as
of yet, there is neither enough interest nor product to make a regular diet of it.
Should Landmark be interested in purely DC screenings, the E Street Cinema would
be the natural choice.
As a test market for the DTS projector, BRC management found it extremely simple to
use and comparable to film quality.
Possible Acquisition: Renovation Targets
Note: Involvement with either of the two following, the first currently operated as a
“warehouse” discounted jeweler, the second as a CVS pharmacy, would be entry in
direct competition in the market currently dominated by the Loew’s Georgetown 14 (six
blocks and five blocks away, respectively). Both sites have a historical exhibition
tradition and the DC film community mourned their respective closings.