Provo 8-Theater Complex to Charge $1 for Movies utahtheaters.info

Summary:

Cinemark Theaters will open Movies 8 in the Plum Tree Shopping Center towards the end of September 1988 or in the first week of October. The 23,000-square-foot theater complex will house eight theaters, each with 200 to 300 seats. All theaters will be equipped with stereo sound, and one theater will feature THX, the George Lucas sound system. "This will be the first THX auditorium in Utah to be open to the public," said Mike Senio, director of marketing for Cinemark. The only other THX theater is privately owned by Robert Redford and the Sundance Institute.

Movies 8 will charge $1 admission and will show movies after they play at first-run houses and before they are released on video. "We are trying to capture the lost audience that was priced out of the movie-going experience," Senio said. "We will offer the dollar price at a first-class theater. People will get the same exact thing, we just wait for the second-run release." Cinemark decided to open a dollar house in Provo because it was an untapped market and it was next to a college.