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 The balance of power in moviegoing might be shifting with today's opening of the all-digital Great Escape Theatres at the Harrisburg Mall.
Harrisburg Mall general manager Mark Nobile is certainly banking on a change in the East Shore movie-going landscape.
"People will be stunned to see what we're offering here," said Nobile, pointing out the marble flooring, elaborate curtains and colorful lighting system showcasing the $20 million project. The theater also has 170 parking spaces underneath it, in addition to mall parking.
The theater is a key piece in the ongoing effort to revitalize the mall, which has plans for a Panera Bread restaurant, Barnes & Noble bookstore and a Sports Grille by Sega.
The mall's newest tenant, Aliance Entertainment of New Albany, Ind., has this corporate philosophy: "Build a quality, cost-efficient movie theatre in underserved markets and the audience will come."
Petrin Ramos of Harrisburg welcomes a movie theater closer to where she lives. She usually goes to the Regal Stadium 14 in Susquehanna Twp. or the AMC theater in Lower Paxton Twp.
Aliance operates more than 237 screens in 10 states. In comparison, Regal Entertainment, one of the largest theater companies, operates 6,386 screens in 40 states.
"I think that the Regal will be OK, but I don't think many city folks will be going to the AMC in Colonial Commons anymore," said Winston Horshaw, manager of the Sneaker Villa in Harrisburg. "I live right near the mall, so I know I'll be going there a lot."
Regal Entertainment officials were unavailable for comment. An AMC Theatre spokesperson said the company does not comment on other theater chains.
Hollywood is steadily on its way back, too, after suffering a decline in business from the record-setting 2004, when "Shrek 2," "Spider-man 2" and "The Passion of the Christ" led a strong pack of hits.
"The movie business is doing well in general. We're up about 6 percent over last year, and it looks like it's going to be a solid fourth quarter," said Patrick Corcoran, director of media and research for the National Association of Theater Owners.
"Digital cinema is the way of the future. In the next five to 10 years, celluloid is going to be gone. The biggest advantage to digital is that there's no degradation of the image over time. What comes out of the projector a few weeks into a release is the same exact presentation as opening night."
The 14 screens will primarily show mainstream Hollywood releases, said David Poland, regional operations director for Aliance Entertainment.
Admission and concession prices will be comparable to or a little less than at other movie theaters in the region, he said.
Tara Buck of Susquehanna Twp. said she is eager to check out the Great Escape 14. She's an industry veteran, having helped to open the Hoyt's Cinema in Susquehanna Twp., what's now the Regal Stadium 14.
"I'm totally intrigued by the fully digital experience," she said. "I haven't seen a movie in that form yet, but I've heard a lot of good things about it."
Lara Colestock of Harrisburg said, "I would definitely go to the new theater at Harrisburg Mall. I love going to the movies, so I am always up for trying new places. I think each theater has its own benefits, and I look forward to seeing what this new one has to offer."
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