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| Chandler Cinemas owners hope venue catches on | ||||||||||||||||||||||
| By Albert Ching, Get Out | ||||||||||||||||||||||
| May 7, 2008 | ||||||||||||||||||||||
Chandler Cinemas owners and operators Matthew Yenkala and Andrea Beesley-Brown think that, as charming as Robert Downey Jr. is, 10 theaters playing “Iron Man” within 20 minutes of each other is probably enough. So instead they’re showing things like the 1974 comedy classic “Monty Python and the Holy Grail” and surrealistic mastermind David Lynch’s “Inland Empire,” which didn’t play here upon its initial release last year. As their MySpace page says, it’s “Run by movie geeks, for movie geeks.” This weekend they’ll be showing “What Is It?,” a 2005 film written, directed and starred by Crispin Glover (initially known as George McFly in “Back to the Future,” now known as an, um, “eccentric” filmmaker), joined by a cast that’s mostly young people with Down syndrome. “In a city of 3 million people, there’s got to be some people that are interested,” says Beesley-Brown. RISKY BUSINESS Though they only took over the theater’s lease on the first of this year, Yenkala and Beesley-Brown have a history with promoting quirky film events across the Valley. Yenkala has kept Saturday midnight showings of “The Rocky Horror Picture Show” alive in the Valley since 2002, bringing it (and the live cast that performs along with the movie) to different venues before settling at Chandler Cinemas — then owned by Grand Cinemas — last year.Beesley-Brown has made a name for herself among local hipsters in recent years as the “Kamikaze Kiwi” of Arizona Roller Derby’s Brutal Beauties and the “Midnite Movie Mamacita,” bringing various ’70s exploitation films (like “Grindhouse,” except original articles like “Flesh Gordon” and “Black Shampoo”) to the defunct Paper Heart Gallery in Phoenix. But neither of them had ever owned a business before. “We’ve had lots of challenges,” says Yenkala. “Some of them financial.” The main issue, though, is the location and history of the theater. Having been through various ownerships and incarnations over the years, from a first-run theater that was part of the national United Artists chain to a Cinema Grill dinner theater, the location has an aroma of failure that’s proving tricky to overcome. “It’s had years of bad owners,” says Yenkala. “We’re trying and fighting very hard to do every thing the right way.” The actual geographic location has also vexed Yenkala and Beesley-Brown. The theater, in a shopping center on Warner Road and Arizona Avenue near a dentist, motorcycle parts shop and hair salon, isn’t visible from the street, and all the exterior signage is from its days as Valley View Cinema Grill 10. “The location is a really big obstacle,” says Beesley-Brown. “We promote it every month at First Fridays in downtown Phoenix, and people say ‘Chandler, that’s so far.’ Give me a break! It’s like 20 minutes.” Being in family-oriented Chandler isn’t without advantages. Other than its “repertory” programming — like “Rocky Horror” and the Glover event — the 10-screen Chandler Cinemas is primarily a second-run theater (between new releases and DVD; right now they’re playing “Be Kind Rewind” and “Semi-Pro,” among others), and they’ve done some of their best business with kids’ movies like “Enchanted” and “Alvin and the Chipmunks.” Up until last week, the second-run movies were only $1; the increasing air-conditioning bills the summer brings prompted an increase to $2. EMPIRE OF THE SUN “There’s a million people like me in L.A.,” says Yenkala. “Phoenix can be conquered.”That’s what gives Yenkala and Beesley-Brown confidence — but it also gives them pause. “I was warned about this town,” says Beesley-Brown, speaking of failures of similar ventures, like the Madstone Theater in Chandler on Ray and Kyrene roads, which similarly played arthouse films and cult classics and went out of business within two years (though Madstone was part of a chain that ceased operations on a national level). “I think people are going to get it. It’s just going to take a long time.” Yenkala is similarly optimistic about the theater’s chances — and realistic about the Valley’s apparent reluctance toward hipper culture outlets. “It’s the ‘Chia community’ factor,” says Yenkala. “Drop a little bit of money somewhere and you’ve got a Bed Bath and Beyond and Wal-Mart, and faux-yuppies probably living beyond their means. But that’s the perfect breeding ground for the adolescent discontent which forms ‘Rocky’s’ audience.” Despite advertising aggressively, Yenkala and Beesley-Brown still struggled to find the audience they’re courting. “We’ve done so much advertising, poured in tons of money, boxes and stacks full of flyers, yet we still get tons of ignorance or apathy,” says Yenkala. “We know we’re a new business, but we didn’t think we’d be struggling quite so much.” STAND BY ME Yet Yenkala and Beesley-Brown remain very much optimistic about Chandler Cinemas’ chances for success. They point to similar operations, like The Loft in Tucson and the Alamo Drafthouse in Austin, Texas, that have found success and nationwide recognition. Mostly, they’re confident they’re doing something different than anyone else in town.“You can get ‘Eraserhead’ on DVD, but nothing beats the community experience,” says Yenkala — an experience furthered by a large lobby with pool tables and furniture from the departed Paper Heart, and a sitting area with couches and chairs. “I think we have a freedom that someone accountable to a corporate chain may not have.” This weekend’s screening of “What Is It?” will include Glover himself presenting a slide show with the film and holding a Q&A session. “What Is It?” has only been seen at selected independent theaters throughout the country, and Yenkala says his was the first theater in the area to express any interest in bringing Glover and his film to town. “You’d think someone else would have done that,” he said. The theater is preparing to introduce hot food, like burgers and wings, along with the traditional popcorn and soda concessions. The staff of 10, including co-owner Kevin Rowe, is counting on the place continuing beyond its current one-year lease. “I don’t think that either of us have much of an option if this place goes down,” says Yenkala. “This is a dream that we want to keep alive, because if we don’t, who will?” Chandler Cinemas Where: 2140 N. Arizona AveWhen: Open Wednesdays through Sundays (expanding to seven days a week soon) Information: (480) 821-1605 or myspace.com/chandlercinemas Contact Albert Ching by email, or phone (480) 898-5688 |
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Reader comments (2)
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Mr. B
As someone who wants the IDEA of the Chandler Cinema to work, it’s hard to face the realities of the staff and the condition of the theater. I’ve attended many of “Grindhouse” events and assorted one-off screenings, so I’d like to think I have some honest perspective here.Money is an issue – I get that. But the Chandler is a rundown theater with plenty of work to be done. The main issue is presentation, and the Chandler needs a lot of help in that area. The sound systems on 8 of the 10 screens are dreadful, with thick, static audio presentations. We’re talking mono sound here, and sometimes even worse than that. To survive, the Chandler needs to upgrade systems or start jacking the sound all the way up.
Projection is another sore spot, but seemingly only during the Grindhouse selections. It’s no problem when a film breaks or slips out of frame – that’s part of the deal with these screenings. However, the staff never monitors the projection, and, from my experience, they get awfully irritated when told something is wrong. A recent afternoon screening of the mid-80s horror film “Demons” resulted in three instances of frame-slippage and one complete break. They either need to train projectionists how things like focus and framing are professionally achieved or they need to stop running ancient prints that are prone to problems.
The staff could use some lightening of spirits as well. Most of the employees have perfected a wonderful glare they like to slap customers with once they walk through the doors. Seriously, would it kill them to smile? I’m not talking Disney here, but a nice, welcoming attitude goes a long way to absorbing many of the theater’s problems.
I’ve sat through films at the Chandler with zero air conditioning, observed Red-Vines-n-Pepsi puke left to stink up the bathroom for hours while the staff ignored it, been cursed at by the projectionist, dealt with the obnoxious, profoundly unfunny crowds that come to the Grindhouse events only to heckle the screen and ruin the experience for everyone in the screen, and walked into movies on time only to find the feature started 20 minutes early.
And I keep coming back.
Perhaps it’s a belief that Andrea and Matthew can pull the theater around. Perhaps it’s the programming that’s interesting and inventive (though showing an 80’s blockbuster or two now and again wouldn’t kill these guys). Perhaps I just want to spend my dollar elsewhere, to slowly kill the fanged creature known as Dan Harkins and his horde of worthless, faceless multiplexes and laughable ideas on how an art-house theater should be run.
I want Chandler to be great. However, they are far from great right now. And I’m losing my faith. Suggest removal of this comment
May 8, 2008
She
Honestly, I think this theater has the potential to be great. I've only been there twice, but I enjoy the atmosphere that feels almost vintage. Perhaps it could use a few upgrades, but I actually like the fact that the furniture isn't perfectly matched and that there is a pool table and a lounge. It is a much more relaxed environment and as long as people keep coming, it will survive. :] Suggest removal of this commentMay 16, 2008