MORGAN HILL
– Movie fans throughout the Valley now have a choice when it
comes to getting their fill of the latest shoot-’em-ups, cute
animal flicks and date movies.
MORGAN HILL – Movie fans throughout the Valley now have a choice when it comes to getting their fill of the latest shoot-’em-ups, cute animal flicks and date movies.
CineLux Theatres, located at the Tennant Station Shopping Center at Monterey Road and Tennant Avenue, opens today with eight screens, comfortable seats and designer popcorn – and a slate of six movies. The theater will offer eight screens now with three more to come in a year or so, said Paul Gunsky, president of family-owned Cinelux Theatres.
Moviegoers will find comfortable stadium seating with rockers and movable arms – for romantic moments – curved screens and Dolby Digital sound to make roars, screams and crashes convincing.
While they last, this weekend only, hot-dogs and drinks will sell for 50 cents.
While popcorn is expected, Cinelux goes beyond the call of duty with “designer” popcorn that includes add-your-own-butter and a choice of toppings. Milk Duds, soda and plain coffee also may find themselves overshadowed by café lattés, Snapple and, possibly, pastries.
Gunsky, president of Cinelux Theatres in the San Jose area, said he delighted in watching his Art Deco-themed theater come together.
“It’s my dream come true,” Gunsky said of what he means to be the flagship of a chain that includes, among others, theaters in Campbell, San Jose and Brentwood.
Gunsky bought the aging Cinema Six theaters from Peachtree Cinema and closed the building in September 2003. During a seven-month renovation, the building was essentially gutted, including the ceiling, and rebuilt to a glamour standard not normally seen in South Valley.
“It will be glitzy,” Gunsky said, “Hollywood comes to Morgan Hill.”
The box office entrance was moved from its central location to a new corner lobby, freeing up space for an additional theater and room for some retail.
Howard Taormino, who has worked for Gunsky’s parents and now Gunsky – since he was 18 – is handling advertising and marketing and, more importantly, chooses the movies. Gunsky said Taormino is the key to the new theaters’ success.
“Howard is discriminating,” Gunsky said. “Howard has an excellent relationship with every (movie) studio – with both Hollywood and New York – so we can choose any film.
Because of the larger number of screens, he will be able to choose movies that cover the spectrum from child-friendly G through adult R-rated films to those that cross over into art film, such as “Cold Mountain.”
Both men agreed that Hollywood has been “getting the message” that family films are the future.
“They won’t be making so many slasher films,” Taormino said.
Family and less violent adult movies are on tap instead.
CineLux is careful to match trailers with the actual movie, so parents shouldn’t fear their 6-year-old will see a trailer for “Kill Bill” when they go to see “Young Black Stallion.”
“We even pulled the trailer for “Pirates of the Caribbean” from “Holes” because some parents thought it was too intense,” Gunsky said.
And, Gunsky said, 15-year-olds will not be sneaking in to see inappropriate films.
“We are very strict in enforcing ratings,” Gunsky said.
A new Safeway, gas station and office building are going up just west of the theaters and, when finished, will work together with CineLux to draw customers for entertainment, retail and services.
Because the marquee is not yet complete, Gunsky said CineLux will hold a formal grand opening in early May when it is.
“But the inside is finished, and we are ready to go,” Gunsky said.
