Everywhere workers are busy — installing and measuring carpet, mounting LED screens, testing wiring, running sound and picture checks, cleaning poster cases.
But on Friday, Midway Cinema will no longer be a preview of coming attractions. It will be the feature.
I think its one of the best things to ever happen to Lewis County, said manager Marty Poirrier.
Its been a long time coming, and the president of Coming Attractions Theatres, the company which owns Midway Cinema, can describe how he feels very succinctly.
Relieved, said Daryn McLennan with a chuckle. Actually, theres a lot of excitement about getting the theater built and with the digital equipment.
In fact, Midway Cinema is one of the first theaters in the area to feature all digital projection and sound, and one of the first in the country to be built without a projection booth. Its state-of-the-art technology not everyone might expect to find in the Twin Cities.
As a company, our goal is to come into a market and provide a venue most people would expect in a bigger city, McLennan said. This is the size community we specialize in.
Will moviegoers notice the difference between film and digital projection? Probably not, McLennan said. The biggest difference is the lack of projection booths and the format in which the movies arrive. Gone are the days of bulky, heavy film canisters.
Basically, a film comes on a hard drive, he explained. The movie is (loaded) into the central server, then we build the film and its pushed out to the players for the individual theaters.
Three computer racks in different parts of the complex hold the players, which are hard-wired to projectors in each of the complexs 10 theaters. Computers maintain schedules for pre-movie entertainment, previews and feature films, which means everything can be run at the push of a few buttons, rather than threading film projectors and changing reels.
Moviegoers can watch their film pick in comfort. The three biggest theaters seat about 200 people each, the smallest seats about 75. All the theaters have stadium seating, and the seats are cushy (we checked), rock slightly and have arm rests/cup holders that can be flipped back out of the way if folks want to snuggle up a little.
Not bad for an old drug store.
Actually, drug stores are good from a retrofit standpoint, said McLennan, explaining this is the fifth retrofit of a drug or grocery store that Coming Attractions has done. The way the pillars are spaced and the ceiling height is nice. It works well for us.
The Ashland, Ore. theater chain, which owns 20 other theaters in Oregon, California and Washington, has been working to bring a movie complex to the former Rite Aid store in the Lewis County Mall since 2003. A clause in Sears contract, which gave the retailer the right to approve any new mall tenants, delayed the project for approximately two years. Construction finally got underway in March.
While the outside of the building may not be 100 percent complete for Fridays opening — although everything should be finished within a couple of weeks — the interior will be done. McLennan said state-of-the-art LED screens will be part of the ticket booth, the concession stands and are mounted above each theaters entrance. The emphasis, besides the latest technology, will be on old-fashioned customer service.
We offer superior picture, superior sound and a superior environment, said general manager Michael Henninger, who came from Coming Attractions Aberdeen theater. My number one goal is to make this a fun, exciting place to watch a movie.
The number one thing people will notice (at Midway Cinema) is our customer service, said Poirrier. We have more things to offer.
Customers come first, and the company has a saying about them — They are the stars, Henninger said.
Managers hope having a state-of-the-art theater complex in Chehalis will give a boost to other area businesses as well, especially following the financial blow last Decembers flood dealt to many.
We know people leave to shop (elsewhere), Henninger said. Hopefully this all helps keep the money here.
Ticket prices, which McLennan said are a very regional thing, will be set early next week, as will the theaters movie lineup. A movie phone line (740-9600) will be up and running as soon as the lineup is confirmed. Those interested can also visit www.catheatres.com and click on the link at the top of the page to select a theater location. The schedule will be fairly standard, McLennan said, with matinees offered on weekends and during school breaks.
We give people an excuse to stay home and stay local, McLennan said.
Were not just about movies, said Poirrier. We want to give the complete experience. Thats what we do.
Kathy Hall: (360) 807-8226
