UltraStar Cinemas executive sets stage before movie starts

posted by Michael Zoldessy on August 24, 2011 at 7:50 am


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)

Comments (1)

Danny Baldwin
Danny Baldwin on August 24, 2011 at 3:20 pm

This is all extremely funny to me. “[Rubio] said he looks at everything to improve the experience, from bringing a traditionally outdoors box-office inside to adding flavors to popcorn, a concession staple.” Maybe they should try getting the aspect ratio correct and fixing the broken speakers before they tackle that stuff…

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