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July 8, 2005
A Schein-y new Theatre
Renovated Park features innovative new love seats.
KYLE BERGER
Leonard Schein has never taken on a business for business reasons.
It was never about running the store, making a big profit or expanding
into franchises.
As a matter of fact, Schein, the independent movie theatre guru
of Vancouver, didn't have any clue what he was getting himself into
when he took over operations of the Ridge Theatre in 1978.
"I had never taken business classes; hadn't been trained in
running a theatre," Schein said, sitting in his newly renovated
Park Theatre on Cambie Street. "My background was in psychology.
So it was quite a learning curve from wanting to show good films
to operating a business and paying salaries, rent, utilities and
supplies."
Schein, whose Festival Cinemas empire once included the Ridge, Park,
Vancouver East, Starlight and Fifth Avenue theatres, had been out
of the movie biz since 2001. He was lured back in by community members
who were sad to see the Park Theatre recently closed by Famous Players.
"After the Park closed down, a number of people in the neighborhood
called me and asked if I could reopen the theatre," he said.
"It was built in 1940 and had been a very popular theatre for
60 years. Certainly the merchants in the area missed it."
Famous Players did Schein a bit of a favor when they moved out and
took everything with them – literally. Schein had to renovate
and replace the entire interior of the theatre, including a new
screen, new projectors, a new surround sound system and, most notably,
new "love" seats.
Schein calls them love seats because the arm rest can be lifted
for maximum snuggling room if patrons so desire. There's even a
cushy panel between the seats, ensuring two-person comfort.
Growing up in Hollywood, Schein studied at Stanford University,
where he was involved in several film clubs. When he moved to Saskatchewan
to continue his psychology studies, he found it tough to find the
types of films he had grown to appreciate. But, while teaching in
community colleges in Vancouver, he found a way. The budding entrepreneur
came across the opportunity to take over the lease of the Ridge
Theatre. Under his leadership, it was the first Canadian theatre
to introduce $2 Tuesdays and a cappuccino machine right next to
the popcorn maker.
The one constant in all of the theatres he has operated is that
Schein picks the flicks.
"I just sort of decide what films I like and what I think other
people will like," he said of his decision-making process.
"I'm not always right, but over the more than 20 years that
I've programmed movie theatres, they've usually had good attendance.
If I see a film and it moves me or teaches me something, then it's
the kind of movie I want to show.
"My market is really showing art, specialty films and non-Hollywood
studios films," he continued. "The name of the company
is Festival Cinemas because I like to show festival types of films."
Schein took his interests one step further in 1982 when he founded
the Vancouver International Film Festival.
Carrying on the festival theme, Schein said he plans on supporting
a wide variety of film festivals and charity events, including hosting
a series of benefits for the Vancouver Jewish Film Festival in September.
He hopes the community will keep supporting his taste in movies
and that they will also appreciate his lower prices and personalized
service.
Movies listings and times for the Park Theatre can be found in various
local newspapers.
Kyle Berger is a freelance journalist and graphic designer
living in Richmond.
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