Cinema 21 celebrates 83 years; current owner has been at the helm for the last 30
PORTLAND, OR — Even in a city with a several independent cinemas, the Cinema 21 stands out: it remains a single screen survivor of the many changes that have killed many other movie houses over the decades. A key factor in its longevity is its owner and operator, Tom Ranieri, whose programming skill keeps this movie house going with a strong community following.
The brand is still in place — witness recent premieres such as “The Girl with the Dragon Tattoo” (now playing) or “The Imaginarium of Doctor Parnassus” or “The Wrestler.” But the work require to maintain the brand, and what the brand can be expected to reap in ticket sales, has transformed significantly during Ranieri’s tenure.
“A slow-moving glacier has passed through and changed the landscape,” Ranieri says. “Things have changed dramatically. Videotape changed people’s experience of watching a movie. Now it requires more of an event to get people to come out. And maybe that’s only a cheap movie and a beer and a slice of pizza. And maybe some movies are events in themselves. But just having a good film or a solid film to show is easily dismissed. People look at that and think ‘I’ll catch in on DVD or VOD.’”
Read the whole story in the Oregonian.