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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
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ISSUE
HIGHLIGHTS:
Tuesday,
April 30, 2002
Volume 48 Number 32
www.upenn.edu/almanac/
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