Every first-run movie and top-10 box-office smash for the past four weekends has played at Evanston’s new Century Theatres, leaving Loews’ Evanston 5 theater on Central Street reeling in a ticket-sales slump.
An Evanston 5 manager blamed the slow sales on Century Theatres, saying his screens have not had many new films since the 18-screen multiplex opened in November.
“Originally there was no effect at all (since Century’s opening),” Evanston 5 Manager Brad Howard said. “But we haven’t been able to get any new movies.”
The Evanston 5 took another blow Monday when its parent company, Loews Cineplex Entertainment, announced it would “accelerate the disposal or closure of approximately 675 screens at 112 under-performing theatres.”
Loews spokeswoman Mindy Tucker would not comment on whether Loews’ Evanston theater was among those slated for closing but did say: “Draw your own conclusions.”
Employees gathered Wednesday night in front of the Evanston 5 waiting for a manager to come and open the door before the first show at 6:45 p.m.
“We’re not going to close down,” one employee said. “We just began remodeling.”
Howard also was confident projectors would keep rolling.
“I’m not too worried,” Howard said in a phone interview. “We’ve been here forever, and I don’t know how long (Century’s) going to be able to keep spending this kind of money.”
Loews’ announcement on Monday to close 112 of its older theaters came on the heels of third-quarter losses of $272.9 million, compared to $29.9 million in losses during the same quarter last year. The older theaters have seen declining attendance because of competition, Loews’ statement said.
In 1937, The Stadium theater opened at 1716 Central St. with a gala celebration and a champagne waltz. Now part of the Loews Cineplex chain, the nostalgic big-screen theater shows few signs of its grand beginning.
Only two people watched Wednesday night’s 6:45 p.m. showing of the re-released Beatles classic, “A Hard Day’s Night.” One employee said there have been nights when only 35 people watch movies at the theater.
Even with a major refurbishment in 1969, the Evanston theater cannot compete with the new Century Theatres’ multiplex, less than two miles away.
Movie distributors typically assign movies based on a theater’s percentage of screens within a community, said Willis Johnson, president of the National Association of Theater Owners of Illinois. In Evanston, for example, he said Loews’ five screens and Century’s 12 screens of non-art films should mean one-third of new movies would be given to Loews and two-third would be given to Century.
Loews has not shown a first-run film since “Family Man” opened Dec. 22.
“We’re not allowed to play the same movie as (Century),” Howard said. “We’re basically not getting a new movie until summer.”
There is usually an unspoken rule between distributors and exhibitors that the same film will not be played at other theaters within a five-mile radius, said a theater-industry insider.
Century Theatres’ screens have shown first-run movies since the multiplex opened in November, including new releases every weekend since December.
But amenities may play a bigger role than geography in today’s market.
In most distribution agreements, there is a clause that reserves for distributors the right to choose theaters it believes will best present its product, the industry insider said. In the past, theaters bid on first-run movies, but the highest bidder did not always have the best theater for the product.
“It’s a free-enterprise system,” Johnson said. “It’s like Walgreen’s coming in and building a brand new drug store, and the mom-and-pop store that’s been there forever has to shut down.”
Century Theatres, which boasts 18 screens with stadium seating and surround sound, along with a bar and restaurant in the lobby, stands in stark contrast to Loews’ five screens, old-fashioned popcorn concession stand and mono-sound.
“There is nothing that actually governs this,” Johnson said. “From our standpoint we would certainly hope that distributors would treat each theater owner fairly and without prejudice.”
