Suddenly, 13 Screens Seems Small : But Cinemapolis Owners See Quality as Key to Success

When Sanborn Theaters Inc. opened its 13-screen Cinemapolis theater in 1989, the megaplex term had yet to be coined.

Newport Beach-based Sanborn, the oldest theater chain based in Orange County, opted for 13 screens because executives figured that was the optimum number needed to showcase Hollywood’s output during summer months and the holiday season, when most blockbusters are released.

“The name means ‘city of cinemas,’ ” said Bruce Sanborn, president of Sanborn Theatres Inc., which operates the theater complex in Anaheim. “And Cinemapolis is still Orange County’s second-largest collection of screens.”

But with competitors--including Newport Beach-based Edwards Theatres Circuit Inc.--building complexes with 20 or more screens, the cinematic city started to look smaller.

“We’d be very concerned if these big projects started popping up all around us,” said Sanborn, whose company operates the SoCal Cinemas chain. “We’re a small, family-owned business, so it’s very important that Cinemapolis continues to perform well.”

While the industry is moving toward massive complexes with 20 or more screens, Sanborn doubts that moviegoers will abandon theaters simply because they don’t measure up in terms of size.

“A theater is a theater,” Sanborn said. “There’s always going to be revolutionary technology and advances like stadium seating. But, eventually, everyone in the industry will have the same advanced technology.

“It’s all presentation--do you show the whole image of the film with just enough light on the screen. It’s doing some of the little things that some of the bigger chains aren’t doing.”

“If customers truly want 20-screen theaters, then we might have to try and expand Cinemapolis,” Sanborn said. “But, eventually, it all comes down to customer service.”