Plaza Owner Takes Over North Adams Movieplex
 The North Adams Movieplex has switched hands and will be operated by the owner of the Steeple City Plaza. |
First Hartford Corp. of Connecticut, owner of the Steeple City Plaza off Main Street, took over the operation of the eight-screen movieplex earlier this week after owner George Gohl said he "relinquished control."
The moviehouse went dark one night during the transfer, sparking rumors that the cinema was closed for good.
But "everything is fine and we're looking to be more of a community participant," said Peter Higgins, vice president and director of leasing at First Hartford Corp., on Friday. "We did the transition Monday evening and we're back in operation."
Mayor Richard Alcombright said he had spoken with Higgins and First Hartford owner Neil Ellis about the movieplex's future. "He's very committed to making sure it moves forward until he can find another solution."
The cinemas have had a rocky history over the past few years after being forced to move from the crumbling North Adams Plaza on Curran Highway to make way for that building's demolition. It opened months later in the newly renovated Kmart building but its then owner, Cinema North Corp., declared bankruptcy in 2009.
Gohl, owner of Greenfield Gardens Cinema, leased the operation in late 2009. Months later, he invested some $40,000 in screens to handle the 3D films that were being released and also upgraded the ticketing system.
On Friday, Gohl said the venture had a been a "big loss" and that he had pulled out because the cinemas hadn't been making money.
"The economy is not that great in North Adams," he said. Added to that were the obstacles around the ongoing work on the Hadley Overpass that discouraged traffic, lack of signage, hazardous weather that saw frequent Saturday storms and, most recently, damage along Route 2 that made travel between here and Greenfield more difficult.
Gohl said the resources weren't there to continue operating the North Adams cinemas.
"We wanted to concentrate on Greenfield and keep the mothership going," he said. "We did have a really good November and we did end on a good note."
The plaza owners think those issues can be overcome and that the cinemas can profitable.
"We're really positive and upbeat about the industry and what the theater can do here," said Higgins. "It's a matter of a real concentration of effort on the customer ... our customers are very important."
He said the cinemas are looking for great participation in the community and a more active marketing stance.
The cinemas will continue under current manager Scott Ingalls and a full-time booking agent has been hired. "He's very close and he has his nose to Hollywood so to speak, and he will have the best-run movies available," Higgins said.
Higgins said the company knows some work is needed and may shut down for a few days after the holidays for some physical upgrades. A new Web site should be up and running in a week or two.
With the Hadley work coming to a close soon, new signage to direct patrons to the plaza, the cinema and the downtown is in the works. Alcombright said discussions are planned on how to give the plaza a higher profile, part of an overall review of how to direct visitors to the city's attractions, including downtown and Western Gateway Heritage State Park.
In the meantime, it's business as usual at North Adams Movieplex 8. As part of its new commitment to community participation, the movieplex is offering on Tuesday, Dec. 13, a free ticket to the movie of your choice for the price of six nonperishable food items. All the food collected will be donated to the Berkshire Dream Center to help the less fortunate.
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