How does Jack Gunsky’s original 1966 vision for CineLux Theatres compare to that of today?

My father’s vision was plain and simple: beginning with his first theatre (in Campbell, CA), he wanted to provide a luxurious, state-of-the-art, moviegoing ex-perience. And while it’s true that our industry’s technology has changed, our goal down to this very day, in fact remains essentially the same.

Did you automatically desire to continue in the family business?

No. While I grew up in Exhibition, there was actually never a point where I’d said I’d be running things. Rather, the process was gradual working more and more in the theatres while having the satisfaction of watching my father retire. My taking over, however, did reveal something of an entrepreneurial streak, for example, in determining which theatres we would open, continue to operate and refurbish.

So, how did things change when you did finally take over the helm in 1996? 

Well, after deciding which theatres to remodel, I turned the film buying over to an outside agency which freed me up to focus more on our operations. This was the biggest change. We then undertook a whole slew of refurbishments. It was the late Nineties, during Cinema’s big con-struction boom, and I certainly remember feeling the pressure to upgrade our circuit in order to help us compete better.

What sets CineLux apart from other circuits?

Good question. I’d say that, in an age in which we’re all using pretty much the same equipment, probably what sets us apart is that we’re a very centralised, locally-based, exhibitor, which gives us the ability to be close to the communites we serve. As our seven sites are all very close, it means that when we receive a guest’s email or phone call, say, most likely it’ll come straight to me and I can follow through to ensure we quickly address their comment.

How would you describe your approach to site-selection and

acquisition?

In truth, our approach probably comes down to being realistic about our company, so that we can do a great job first in identifying, and then in satisfying, the smaller and mid-sized communities we move into. But we won’t take just anything on; and so if we do undertake a major refurbishment project, we’ll want to know that it’ll be a good fit with the community, and that the design detail ensures it’ll perform as a modern, cutting-edge theatre. That being said, we’ve no ill-usions about growing much bigger than we already presently are.

What else are you doing to expand?

We certainly have some projects in the wings: in addition to our current Scotts Valley expansion where we’re adding two more screens and a large-format venue we’ll also be offering beer and wine once we complete the construction and licens-ing process. Meanwhile, in our VIP room, we’re now at the point where we can offer reserved seating; and can rent it for special events, along with some of the other theatres as well. Being in a small community, we’ll just have to see how far we can take it.

What is CineLux’ stance on 3D/Digital?

We’ve already signed-on to complete our digitisation in time for next year, and while it’ll take time to determine the benefits, overall it is a good thing for our industry a better, non-degrading, image program-ming flexibility; Alternative Content and, in general, the probability of more films being released. As for 3D, I think cus-tomers are already speaking loudly about it and Hollywood needs to ensure it is used for the right films and that it truly adds another layer to the movie. I hope that, as an industry, we can recapture the initial excitement that came with this terrific technology.

What’s your opinion on VOD /streaming?

As a sector, we do need to understand that the studios will use it, plain and simple. However, there still needs to be a theatrical window. If it’s too short, then there’ll be significant dips in theatre- attendance, which will also negatively affect other secondary markets. The studios should be careful. I know Ex-hibition is all in favor of the studios making more money, but just not at our expense.

What do you particularly like and dislike about being in this business?

I think it’s a tremendously fun industry just allowing our guests to enjoy their movies, and having the satisfaction of seeing them ‘escape’. I also enjoy working with our crews. On the downside, the erratic pro-duct flow to theatres ought to be improved in order to make movie-going more consistent for our customers.

What one other issue regarding Exhibition urgently needs to change?

Exhibition needs to get back to serving its guests on a personal level. While, as an industry, we’ve done a great job in improving movie-going’s technical side in terms of the décor, seating, projection and sound the industry must return to its roots to provide phenomenal and attentive guest service, which can happen whether an exhibitor has either a single screen or a chain of 20-plexes.

What advice would you give to a newbie?

I think I would say: to have unbridled passion for this industry, coupled, of cour-se, with a sensible business plan.

How do you think you would wish to be remembered in Exhibition?

Maybe just as a guy who took pride in his business even though I don’t yet know what this could mean ten years from now.

What career might you be following if you weren’t in Cinema?

Hmmm. I think I’d have been an architect.