UltraStar Cinemas executive sets stage before movie starts
In an interview in the Press-Enterprise, Damon Rubio, EVP of Operations for UltraStar Cinemas, discusses changes in the moviegoing experience. Unlike many major theater chains, UltraStar is finding success in refurbishing older multiplexes.
Well what happens is the little six-plex or eight-plex down the road is a pit, it’s not maintained, no one’s watching it. Over time, on the books, it looks like that theater is not making any money. So they shed it, they get rid of it. Well the reality is, that theater could be very profitable if someone just paid attention to it, gave it love and care. And that’s where our company comes in.
(photo by Patrick Crowley)