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Art House Movies Coming to Aptos Cinema
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Art House Movies Coming to Aptos Cinema
Owner of Santa Cruz’ Nickelodeon, Del Mar Signs Short-Term Lease
By Michael Thomas
The screens have been dark at the Aptos Cinema in Rancho Del Mar Shopping Center since Nov. 16. But they’ll soon be lit up and showing unique films that previously couldn’t be seen outside of downtown Santa Cruz.
According to Rancho Del Mar property manager Greg Schmitt, “The outfit that has the Nickelodeon and the Del Mar has taken it over to show independent films.”
The two downtown Santa Cruz theatres are run by James Schwenterley and feature documentaries, foreign films, festival showings and other special events.
“I think the customers it will bring us are the ones that don’t want to make the trek downtown,” Schmitt said. “We are very happy about it.”
The main theatre has 490 seats and the smaller screen has seating for 180 moviegoers.
Schwenterley wants to test the market before making a long-term commitment to the location.
He signed a six-month lease on Friday, Nov. 24.
“If there is an audience out there and we think we can make a go of it, then we will negotiate a long-term lease,” Schwenterley said.
He thinks a change of pace could revitalize the theatre for locals with cosmopolitan tastes.
“The commercial stuff clearly wasn’t working,” he said. “People just have too many options. They can go to so many other theatres and see that stuff.”
He plans to open on Dec. 15, showing “The Queen” on one screen and another film from the current lineup at the Nickelodeon/Del Mar on the second screen.
Renovations May Come Later
Gary Culver, who operated the theatre for six years showing mostly mainstream films, shut the doors in mid-November, citing the theatre’s poor condition and an intent to focus on his other two theatres. Culver also operates the Scotts Valley Cinema and 41st Avenue Cinema.
The Aptos theatre opened in 1964 as the Aptos Twin, operated by United Artists Theatres. United Artists later phased out its theatre operations and Culver took over the lease in 1998.
Schwenterley recognizes that in recent years the Aptos Cinemas have become a bit threadbare â€" quite literally when it comes to the seats. He said the seating will be replaced if the Aptos location pans out during the trial period. In the meantime, the two theatres will get a thorough cleaning and new paint. And the viewing experience should be good in the interim period.
“Luckily, the projectors and sound systems out there are good,” Schwenterley added.
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