Oldest cinema in Cebu goes digital

CEBU, Philippines - Digital technology has found its way to Oriente theaters, the oldest surviving theater houses in Cebu, as Colonnade Mall officially opens today its newly reconfigured cinema operated in digital format.

Officials of  Colon Heritage Realty Corporation (CHRC), who are behind this makeover, said the offering of digital format will keep the old Cebuano cinema at par with its other counterparts as it now ushers in the newest technology used in the movie showing industry.

The P7-million investment accordingly included the theaters’ renovation and purchase of equipment and seats “for better, more streamlined viewing experience.”

“The old Oriente has reached that crossroads, and now it is ready to embrace progress and go digital,” said CHRC Vice President Valeriano “Bobit” Avila.

By 2014, players in the industry are all expected to go digital and veer away from the traditional bulky hard film formats, owing to the digital technology’s ease of use and considerations on savings.

Last year, film producers in the Philippines have already gone digital, as more movie production powerhouses like China, India and the US are taking the lead in this revolution.

The Hobbit’s second installment “The Desolation of Smaug” will be screened in the mall’s 188-seater Cinema 2 today.

On the other hand, its Cinema 1, which can accommodate 250 people, is set to open on Christmas Day in time for the screening of the entries of the Metro Manila Film Festival.

Avila recalled how the theater struggled in its operations over the last decade, something which he primarily attributed to the bleak demand that is spurred by the proliferation of pirated movies.

“Piracy is something that has not been addressed by the city and national government until this day,” he said.

However, an optimistic Avila said the market in Colon is not yet actually saturated. He said the demand is always present and “there are more people going to movies now more than ever.”

In fact, Avila said the revitalization of  Downtown Cebu can be anticipated as a result of the massive progress experienced in the uptown areas. He said this “urban renewal” in the Colon area will happen, just as how it did in Singapore.

While issues on safety perpetually hound prospective patrons, Avila assured that the mall is also protected by their security personnel and closed circuit television cameras operating on a 24-hour basis.

The biggest Oriente’s four theaters used to accommodate over 1,100 moviegoers. Avila said after a careful study, Oriente is now downsized to two newly refurbished movie houses that could hold up close to 450 people.

This new size is said to be “more realistic” considering the daily 2,500-foot traffic in Colonnade Mall.

Architect Jose Diego Cañizares said the facelift will herald better aesthetics and comfort for the customers. “It’s the same experience customers get if they go to other movie houses in big malls,” he said.

Cañizares added that for Oriente theaters, they are trying to get inspiration from European countries in terms of preserving the main façade and then updating the components inside.

Rebuilt after the Second World War, Oriente theaters were among those that pioneered cinema operations in Cebu. The present day theaters are now owned by the heirs of Jose Avila.

Before its reopening today, the management had to review the theaters’ operations as it was running at a loss for 10 consecutive years. It was finally shut down in August last year. (FREEMAN)