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» Cinematour Forum   » Cinemas in the News   » UltraStar takes over Desert IMAX and Mary Pickford 14 in Cathedral City

Author Topic: UltraStar takes over Desert IMAX and Mary Pickford 14 in Cathedral City
Rob Alexander
New Member

Posts: 20
From: Palm Springs, CA
Registered: Oct 2010

 - posted November 08, 2011 01:33 PM      Profile for Rob Alexander   Email Rob Alexander         Edit/Delete Post

CATHEDRAL CITY — Nearly all of the employees at Desert IMAX and Mary Pickford theaters will keep their jobs after a management change.

The city officially handed the reins for the theaters Tuesday to UltraStar Cinemas.

The company is now responsible for a host of managerial duties, including hiring and firing of employees.

Company officials told The Desert Sun that they sat down with the theaters' combined 43 employees and outlined the company's expectations and goals. After the presentation, employees were free to decide whether to stay or go.

“Jobs were offered to anyone who wanted to join our team. I think there were only two or three people who chose not to join,” said Damon Rubio, UltraStar executive vice president of operations.

Between both theaters, 40 employees chose to remain on board and continue working with the new company, publicist Sandy Moul said.

City Administrative Services Director Tami Scott confirmed in an email to The Desert Sun that no employees were laid off or fired.

UltraStar plans to add a variety of programs to both theaters — with some new programs beginning this weekend.

The Kidtoon Films program kicks off at 10:30 a.m., offering G-rated films on both Saturday and Sunday. A new film will be featured each month. November's film is “Thomas and Friends: Day of the Diesels.”

The company plans to add family-friendly programs with Baby's Night Out and Parent Movie Mornings, where parents can attend movies in a baby-friendly environment that includes changing areas, lower sound levels and stroller parking.

UltraStar also plans to bring the theaters' equipment up to speed by adding Pure Digital Cinema technology, the most advanced motion-picture projection technology available, he said.

“The new digital system will allow us to feature a lot more alternative types of films, such as operas, 3D films and independent films,” he said.

Company officials expect the changes will draw moviegoers to both theaters, which in past years failed to get the attendance numbers to continue operating without financial help from the city.

For 10 years the city has subsidized both theaters with redevelopment agency funds.

Under the agreement, UltraStar is responsible for the management, maintenance and operations of the theaters and is expected to provide an economic benefit for the city.

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Scott D. Neff
Tour Guide

Posts: 661
From: San Francisco, CA
Registered: Feb 2003

 - posted November 08, 2011 08:56 PM      Profile for Scott D. Neff   Email Scott D. Neff         Edit/Delete Post 
Interesting. I remember when Theatre Service (SR Entertainment) opened that theatre. I can't imagine they'd want to get rid of it unless it was losing money or there was an issue with the city. Weird.

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