Hollywood comes to Morgan Hill; three more screens on the
way
The long movie drought in Morgan Hill will break in late February when eight brand, spanking new theaters will emerge from the dust of Cinema Six, dark since September at Tennant Station.
Moviegoers will find, not just popcorn but designer popcorn with add-your-own-butter and a choice of toppings. They will find a wider range of movies than seen before in Morgan Hill, the new stadium seating with rockers and movable arms – for romantic moments – and even a Summer Movie Club and a birthday party package for the young set.
Milk Duds and plain coffee could find themselves overshadowed by café lattés, Snapple and, possibly, pastries.
Paul Gunsky, president of CineLux Theatres in the San Jose area (with a total of 22 screens in neighborhood movie houses, not counting the new eight), said he is delighted watching his Art Deco-themed theater, to be called CineLux Tennant Station 11, come together.
“It’s my dream come true,” Gunsky said of what will be the CineLux flagship theater.
He even had some good words for the city planning department.
“The city has been terrific,” Gunsky said. “They approved our plans in four to six weeks –that’s good time.”
Turning six theaters into eight – and three more in the next year – has not been simple, Gunsky said.
“We’ve been pouring a lot of concrete (to make tiers for the new seating),” he said. The entire interior of the familiar old movie theater was gutted including the ceiling to make room for, well, Hollywood.
The box office entrance will be moved from its previously central location to a new corner lobby, freeing up space for an additional theater and room for some retail. Banners in blue and green will drape from the ceiling and marble and granite will predominate with wood tones and metal laminates – a Moderne look.
“It will be glitzy,” Gunsky said, “Hollywood comes to Morgan Hill.”
Gunsky said the Morgan Hill endeavor will be the flagship of his chain that includes, among others, theaters in Campbell, San Jose, Brentwood and Milpitas, which shows second-run movies, and the Chabot Theatre in Castro Valley – a single screen operation.
His parents started the company in 1966 with the Plaza Theater in Campbell and a few years later with the Almaden Cinema. Gunsky took over as president when his father died.
Howard Taormino, who has worked for Gunsky’s parents since he was 18, will handle advertising and marketing and, importantly, as movie buyer. Gunsky said Taormino is the key to the new theaters’ success.
“Howard is discriminating,” Gunsky said. “Howard has an excellent relationship with every (movie) studio, with both Hollywood and New York so we can choose any film.”
Taormino now lives in Pennsylvania.
“It’s close to family and close to New York screenings,” Taormino said. Because of the larger number of screens he will be able to choose movies that cover the spectrum from child-friendly G through adult films to those that cross over into art film, such as “Cold Mountain” (or previously, “Emma”).
Both men agreed that Hollywood has been “getting the message” that family films are the future.
“They won’t be making so many slasher films,” Taormino said. Family and less violent adult movies are on tap instead.
CineLux is careful to match trailers with the actual movie, so parents shouldn’t fear their 6-year-old will see a trailer for “Kill Bill” when they go to see “Young Black Stallion.”
“We even pulled the trailer for “Pirates of the Caribbean” from “Holes” because some parents thought it was too intense,” Gunsky said.
And, Gunsky said, 15-year-olds will not be sneaking in to see inappropriate films.
“We are very strict in enforcing ratings,” Gunsky said. They are also strict about video cameras in the theaters, he said, referring to illegal copying that is causing worry and trauma for the studios.
“That mostly happens abroad,” he said, “but we did throw one person out who brought a camera in to tape.”
Each theater will be a bit different, Gunsky said, with Dolby Digital and Surround Sound and curved screens, for even illumination and better viewing from off-center.
Besides new surroundings, CineLux Tennant Station 11 will offer a bargain matinees seven days a week until 6 p.m. and a summer movie camp.
“We can offer 10 films – one a week – for $5 a package, with – something new – books sold in advance at the YMCA,” Gunsky said.
Large popcorn will be served with a free refill and offered with rather exotic toppings of cheddar cheese, apple/cinnamon and jalapeño.
To put a cherry on the top, the theaters will offer a birthday party package, scheduled early in the day with popcorn and sodas as part of the package.
Why come to Morgan Hill? Gunsky said he saw a need.
“The community was underserved,” he said. “And besides, my brother lives here.”
While CineLux takes over the former Cinema Six, big changes are going on elsewhere in the Tennant Station shopping center on Monterey Road between Vineyard Boulevard and Tennant Avenue. One building just east of Jo-Ann’s Fabrics has been demolished and will be replaced by a new Safeway grocery store; a Safeway gas station will pop up on the Tennant Avenue/Monterey Road corner and an office building is already under construction near SpeeDee Tune Up.
Downtown, the Granada Theater remains closed but the building is under a new 30-year lease. Plans for its future as a movie house are still uncertain.
CineLux will need about 20 employees and will soon accept applications at www.cineluxtheatres.com
