Cinema Center Theatre
250 Turn Out for Automated Theater Debut in Medford
The new Cinema Center Theater in the Medford Shopping Center opened to about 250 persons at last night's initial performance. The seating capacity is 360. The premiere feature is "What's Up, Doc?" a comedy with Barbara Streisand and Ryan O'Neal.
Many attended as guests of Oregon-California Theaters, Inc., a division of Lippert Theaters, Inc. President Robert L. Lippert was on hand, along with General Manager Charles Maestri and Medford area manager Don Evans. Manager of Cinema Center is Robert Yager.
Lippert said that this is the "26th or 27th" shopping center theater his national corporation has opened within the last three years.
Parking Advantage"All new theaters are in shopping centers," Lippert said, adding, "the big advantage is the parking."
Commenting on the mini-theater concept, he said, "The idea of the big theater is gone. People like the intimacy of the small theater."
Lippert was asked if this meant the possible loss of either of the two present theaters operating in downtown Medford, the Craterian and the Holly, both under his ownership.
"Not necessarily. But we definitely are planning, on the Holly Theater, to cut it to about half of the capacity." The present Holly will accommodate about 900 persons.
Asked when the change might occur, Lippert said, "Well, it won't happen for the next day or two because we just put a number of new chairs in the house. We've got to give them a chance to get a little bit worn."
The new theater is attractive, yet obviously designed to eliminate many of the extras associated with theaters of the past. There is no visible stage, nor any curtain. The interior is hung with blue and gold drapes, in a pleasant color combination that also contributes to the theater's good acoustics.
Automated ProjectorsThe projection booth is equipped with two Italian-made automated projectors which use xenon lamps. These provide a white light that gives more consistent and better picture definition than the older carbon projectors in general use. Each machine will hold a 100-minute reel of 35mm motion picture film. Relay between the two is automated, although during last night's opening performance the transition was obvious.
Slightly more than 100 persons attended last night's second performance.
Cinema Center will run a nightly schedule of pictures. Matinees are planned for Saturday and Sunday, Aug. 5 and 6.
Medford Mail Tribune, Medford, Oregon, August 3, 1972
Medford Mail Tribune, August 2, 1972
360-Seat Theatre Is Unveiled in Medford
MEDFORD, ORE.--The 360-seat Cinema Center Theatre, located in the Medford Shopping Center, premiered Wednesday night (2), with Warner Bros.' "What's Up, Doc?" as the inaugural attraction. The debut of the cinema, a division of Lippert Theatres, was attended by Robert L. Lippert, president; Charles Maestri, general manager; and Medford area manager Don Evans. Manager of the Cinema Center is Robert Yager.
Lippert, commenting on the mini-theatre concept, said, "The idea of the big theatre is gone. People like the intimacy of the small theatre." He commented that the Cinema Center Theatre was the "26th or 27th" shopping center theatre his company had opened within the last three years.
The auditorium has no visible stage and no curtain. Its interior is hung with blue and gold drapes, creating a pleasant color combination and contributing to acoustical qualities.
The Cinema Center Theatre booth is equipped with automatic projectors which use xenon lamps.
Boxoffice magazine, August 28, 1972, page W-8
Last revised April 24, 2010