Tiny Theater Struggles to Survive Against 2 Cineplexes : Entertainment: Camarillo Cinemas may offer art films to compete against multiscreen chains.

Ensconced in the rear of a stucco and Spanish tile shopping center, the tiny Camarillo Cinemas has found itself struggling to keep its share of the Camarillo movie-going public.

With the opening of the 12-screen Edwards Theatres cineplex just across the Ventura Freeway in December and an 11-screen United Artists complex due to open in the Mission Oaks area May 19, Camarillo Cinemas General Manager Sally Sung said she has been overwhelmed by the sudden onslaught of competition.

“We have been amazed by the (movie theater) growth we have seen,” Sung said this week. “I don’t think anyone three years ago would have imagined that the city would have two cineplexes with a total of 23 screens. It’s been a real shock.”

Sung said she is thinking of changing the format of her three-screen theater at 390 N. Lantana St. to offer “art” or classic imported or American films.

The tactic of becoming a specialized movie house is recommended by Arthur D. Murphy, a member of the faculty at USC’s School of Cinema and Television.

“Essentially, you have a mom-and-pop operation that is getting squeezed out by two rather large gorillas,” said Murphy, a box office analyst for the Hollywood Reporter. “People are naturally going to flock to the new theaters just because they are new. The only way you can overcome this is by expanding and renovating or by offering something that the big guys don’t.”

United Artists spokesman David Peck said the 3,000-seat cineplex near Adolfo Road and Camino Ruiz is nearly finished, and company officials anticipate opening its doors May 19.

Peck said one of the featured films offered during its opening weekend will be the anticipated blockbuster “Die Hard With a Vengeance” starring Bruce Willis.

“We are opening with a film that will be a big commercial success, but I can tell you that we are still thinking about the kinds of films you’ll see at our Camarillo location,” Peck said. “You might be surprised.”

United Artists’ largest competitor in Camarillo will be the 12-screen Edwards Theatres cineplex on Ventura Boulevard near Las Posas Road. That facility opened last December.

Edwards officials could not be reached for comment Friday.

Camarillo City Councilwoman Charlotte Craven said it would be disappointing if the two large theater complexes drove out the smaller movie house.

“I think the Camarillo Cinemas would be perfect for an art house,” Craven said. “If I was running that place, that’s what I would do. I would think that once they got a reputation for art films, they could even sponsor festivals. Personally, I’d love to see a Katharine Hepburn festival.”

Sung said she has experienced some success lately in offering art and art-like films such as “Jefferson in Paris.” She is currently screening the “Basketball Diaries” and “Don Juan DeMarco.” The addition of a coffee bar is being contemplated, she said.

“That is the direction we’re heading,” Sung said. “It makes sense because we would be filling a niche and it would prevent Ventura County residents from having to drive to Los Angeles or Santa Monica to see a film they were interested in.”