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The Bridge: Cinema De Lux

Penn and Cinebridge made a joint announcement last week regarding the finalization of a lease for an innovative movie theatre being built at 40th and Walnut Streets. A joint effort between Cinebridge and National Amusements, the theatre will be one of a new brand known as "The Bridge: Cinema De Lux." The Penn theatre, which is expected to open in November of this year, will be the second ‘Bridge' in the U.S. with the inaugural site located in Los Angeles.

President Judith Rodin said that Penn is "delighted to be partnering with National Amusements, one of the nation's premier entertainment companies, with a wealth of experience in movie theatre operations. They have a clear vision for the cinema complex and an expressed desire to integrate it into the campus and the community in a way that will benefit the cultural life of our entire city. The fact that National Amusements studied many U.S. cities and chose Philadelphia and University City as the place to launch their second ‘Bridge' complex underscores what we already know--that University City has established itself as an important and vital destination spot for the Philadelphia region."

"Our plans for The Bridge include openings in select U.S. cities where we feel this concept would work particularly well--and the Penn community was at the top of our list," noted Paul B. Heth, president of Cinebridge. The Bridge will offer first-run films along with certain high-profile independents. In an effort to integrate the theatre into the campus community, Cinebridge and Penn are exploring ways in which to utilize elements of the cinema for educational purposes, such as using auditoriums for special lectures or artistic programs.

"We are thrilled to be launching our second ‘Bridge' and University City is a terrific fit for this dynamic theatre," noted Shari E. Redstone, president, National Amusements, Inc. and chairman and CEO of Cinebridge Ventures. "The university setting and the enthusiasm of the students will add to what is already an exciting project. Once the community is able to experience The Bridge for themselves, we are certain they will feel that this theatre has been well worth the wait."

The Bridge is an entertainment concept that builds on the overall movie-going experience. Offering more than just films, amenities at The Bridge will include pre-show live entertainment, a concierge service, and a media immersion room with giant plasma screens. In addition to the traditional concession service stand within the theatre lobby, the experience at The Bridge will be complemented by a special food service area that will be "a fusion of hip design and casual atmosphere." This area, currently in final design stages, will be an invitation to theatre patrons to relax either inside or outside on the outdoor terrace area before or after the show. Designer Dayna Lee, known for her work on the W Hotels, has been commissioned to design the interior. The cinema will offer free parking along with optional valet service.

The theatre will have six state-of-the-art auditoriums employing the latest in movie-going technology. Complete with stadium-style seating and high-back luxury rocking recliners with cup-holder armrests, The Bridge will use Dolby Digital Surround-EX® Sound in all of its auditoriums. The theatre will also offer reserved seating and advanced online ticketing and ticketing by phone. Future plans include installation of digital cinema projectors, which are currently in use at six of National Amusements' theatres.

Almanac, Vol. 48, No. 32, April 30, 2002


April 30, 2002
Volume 48 Number 32

School of Social Work selects three recipients for Excellence in Teaching Awards.
Robin Beck will succeed Jim O'Donnell at ISC when he leaves for Georgetown.
Virginia Clark leaves Penn for a newly created post at the Smithsonian.
Penn's Chaplain denounces hate speech.
The Bridge: Cinema De Lux comes to 40th and Walnut.
The Museum is preparing to open its new wing and courtyard to the community with several celebrations, tours and a new exhibition.
Retirement seminars for investors of all ages and at all stages of planning.
Procedures for the establishment, merger, and closing of departments, divisions and entities within schools.