Wednesday, October 17, 2001
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Wednesday, October 17, 2001 |
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A night at the movies, en Espanol Theater chain includes Fayetteville in new promotionBy MONROE
ROARK
Want to know the Spanish word for dinosaur? Then head out to Movies 10 at Banks Station this week, as "Jurassic Park III" is the latest movie to be shown with Spanish subtitles, part of a nationwide program geared at attracting a growing Spanish-speaking population. The experiment has been going on locally for about a month, with such features as "Shrek," "The Fast and the Furious," and "Scary Movie 2" getting the subtitle treatment. A spokesman at the Fayetteville theater, which shows second-run films for $1, said that the Spanish films have not done much business yet, but he added that the program has not really been advertised in this area either. According to Terrell Falk, vice president of marketing and communications for Cinemark Theaters, the program is being tried in selected discount theaters across the country. Cinemark owns theaters in 33 states, including Movies 10 and Tinseltown at Fayette Pavilion. So far, the program is doing particularly well in the San Antonio area, but not so well in other places. It's hard to get the word out, Falk said, especially when the areas showing the films are also served by Spanish-language publications that would be read by the target audience. Also, September and October are not the strongest months of the year for movie attendance in general, she added. The chain plans to continue trying to get the word out and compare attendance to last year at this time, Falk said.
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