Look Cinemas Debuts Sleek West 57th Street Digs; Lily James, Emma Thompson In ‘What’s Love Got To Do With It?’ – Specialty Preview
05.05.2023 - 21:27
/ deadline.com
A sleek theater from Look Dine-In Cinemas opened this weekend in NYC (or reopened at the former Landmark) on West 57th Street. Wood, windows and well-stocked bar, it’s the face of exhibition that wants to grab moviegoers and keep them.
The look is mid-century modern. Each Look location (there are 12) “is customized. But this is our design aesthetic. I’m embarrassed to admit this, but lot of it…looks like my home. I’m trying to really get a comfortable feeling,” CEO Brian Schultz told Deadline. “You have to sweat these details.”
The theater on the Hudson River in the Durst Organization’s Bjarke Ingels-designed Via 57 West building opens with Guardians of the Galaxy Vol. 3; Super Mario Bros.; Evil Dead Rise; Are You There God? It’s Me Margaret; Love Again; and Polite Society on the marquee. Schultz, founder and former CEO of Studio Movie Grill, aims for films that hit families and the dating crowd, teenagers and seniors. “Then I feel like we’re doing our job, because we’re really servicing the entire community.”
The chain does well with mid-budget films, he said, and he’s looking foward to the return of R-rated comedies (i.e. Universal’s talking, cursing dog movie Strays, previewed at CinemaCon.) “I mean, that’s been missing forever.”
The box office for franchise wide-releases are rebounding. Schultz predicts the slower-to-recover indie market will revive but could “take a little bit longer, maybe because we’re out of the habit. And it takes a few hits. You come back. And then the big question [for any size film], which is my major concern, is what’s the experience that you have when you do?” Look will play indie films, but isn’t an arthouse chain. Independent distributors have been challenged by an ongoing post-Covid
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