Campbell, California Since 1999
City Beat
Photograph by George Sakkestad Coming Soon: The marquee at the Pruneyard proclaims one more reason for people to come to the popular Campbell shopping center. The new theater will have innovative features, including stadium seating and a VIP screening room, as well as a Willow Street cafe. By Moryt Milo The marquees gracing the entrances to the Pruneyard Shopping Center confirm the arrival of Camera 7 Cinema, planned to open in grand Hollywood style - with spotlights and a red carpet - on July 19. The 21,000-square-foot space, vacated by United Artists Theaters in June 1999, is going through a complete remodel, which co-owners Jack NyBlom, Jim Zuur and Dennis Skaggs say is right on schedule. "We'd been interested in coming to the Pruneyard for a number of years," Zuur says. "We tried to become part of the shopping center previously but it didn't work out." But NyBlom says the delay may have been well worth the wait, allowing them to create a different movie going experience. Along with seven curved screens featuring four first-run commercial movies and three first-run independent or art films, stadium seating with rocking loveseats for more than 1,000 movie goers and the only digital projection system in the South Bay, the theater will also have a cafe, complete with pizza ovens by Willow Street, in addition to a separate concession stand with such traditional items as popcorn, candy and soft drinks, which will be operated by the theater. What's more, one need not purchase a movie ticket to enjoy the Willow Street cafe or the concession counter. According to Nyblom, people can come into the lobby for popcorn or pizza even if a movie isn't on their agenda. The cafe will offer an upscale pizza menu with beer and wine - alcohol will not be allowed inside theater auditoriums or outside - and a 14-seat outdoor patio area is also being designed for eating and drinking nonalcoholic beverages either purchased from the cafe or at the concession stand. Next door to the theater at Boswell's - a longtime occupant of the shopping center that has live music and serves food and alcohol - day bartender Jim Thomas says there was some concern about the beer and wine being offered in the theater. "But the additional foot traffic should be good," he says. "The place has been dormant for four years, and this will help draw more people to the area." NyBlom researched this type of venue across the country and couldn't find another theater that he felt served consistently good food. "Some theaters offer a dessert or maybe one higher-end item," he says. "But not quality food, wine or beer." The cafe at Camera 3 Cinema in downtown San Jose offers sandwiches and a couple of simpler items, but according to Willow Street owner Ed Rathman, who's been friends with NyBlom and Zuur for 25 years, the goal was to create a more upscale venue at the Pruneyard. "Doing quality food really requires a partnership," Rathman says. "Most theater people are not food people. So they asked Willow Street to get involved." Rathman anticipates that prices will be in the $4-5 range, which is lower than regular restaurant prices because the pizzas will be smaller. The pizzas will also be available in personalized boxes that customers will be able to carry into the theater. "Munching on pizza will probably be quieter than popcorn," Rathman says. Arnold Carrajal, a manager at a nearby Hobee's restaurant, says that he is not concerned about the food being offered at the theater. "Our food is completely different, so there isn't any real competition," he says. "The theater coming into the Pruneyard should be good for all the businesses, especially with the economy down right now. It should help bring in more people." NyBlom says that Camera 7 Cinema will create a unique movie going experience and that current technology is enabling the implementation of some innovative ideas that will make the new cinema unique among the other Camera theaters, as well as most theaters nationwide. One special feature the owners added is the VIP screening room, which will be located in the smallest auditorium. It may not be completed by the July 19 opening, but it will be ready by early fall, NyBlom says. "We are looking to offer food service in the VIP theater and are considering a special ticket price that will include valet parking, maybe a glass of champagne when the moviegoer arrives, guaranteed seats and other food amenities," NyBlom says. The movies will be first-run commercial features, open to the public and also available for rent to private parties. The theater also plans to offer another special feature through its digital projection system. Because this Camera cinema is one of only an estimated 30 theaters in the country with a digital system in place, the theater intends to link itself to satellite and broadband digital networks, NyBlom says. "We envision the theater being available for global video conferencing and other business and corporate applications," he says. "This is something we are excited about." But in the immediate future, the owners have more down-to-earth plans, which include a "thank you" party for everyone who helped make the Camera 7 Cinema a reality in Campbell. Appreciation night is scheduled for July 17, and NyBlom says there are several hundred people to thank. The owners are also planning a fundraiser for the Campbell Little League on July 18. The movie is still being decided, but NyBlom says it will be an appropriate first-run film. The event will include a reception with food and a gift for patrons, with all the proceeds benefiting the league. As for area residents, who will have another Campbell theater to enjoy, many are enthusiastic about Camera 7. Four Del Mar High School seniors at the Pruneyard for a quick lunch recently say this movie house will be much more convenient for them. "We go to the AMC or Capitol theaters now," says Del Mar High School senior Irma Jimenez. "But this will be near our homes, so we will definitely come here." Pruneyard patron Jennifer Trujillo enjoys going to the Towne 3 Theater on The Alameda and the Camera cinemas in downtown San Jose, and is excited to hear that specialized films will also be offered in the Pruneyard. "I'm not interested in blockbuster-type films, but if they are offering independent and art films, that will be great," she says. "I live in Willow Glen, so it will be a lot closer." |
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