Posted on: Tuesday, July 8, 2003

Curtains fall on IMAX Waikiki, Enchanted Lake theaters

By Wayne Harada
Advertiser Staff Writer

Sagging attendance has claimed two more O'ahu movie theaters, as Consolidated Amusement Co. abruptly closed the IMAX Waikiki Sunday, and Wallace Theatres said it is closing the Enchanted Lake Cinema tri-plex Thursday night.

The closure of the 420-seat IMAX means there are no movie theaters in Waikiki; Consolidated closed the Waikiki 1, 2 and 3 last fall. The Hawai'i IMAX opened in December 1991, and Consolidated took it over in October 2001.

Consolidated spokeswoman Eileen Mortenson said the IMAX property would be incorporated into the company's Waikiki redevelopment plan, with a retail mix that would include shops and restaurants but not movie theaters.

"It's indicative of a national trend, with free-standing theaters all closing," Mortenson said.

"I did go to the Waikiki IMAX ... it was Cirque du Soleil in 3-D. The show was amazing and every bit worth the cost," said Gary Naka-nishi, who frequents Consolidated's Ward cinemas. "The screen was fantastic, considering it took a special crane to move the projector in. I'm sorry to see that place close."

Parking was a factor in limiting his visits to the Waikiki theater. At Ward, parking is free. "My theory is if you want locals to come, make sure there is (free) parking," Nakanishi said.

"It was our hope that by broadening programming channels to include major studio releases such as 'Lion King' and adding 3-D films, local attendance would improve to make this a viable business in Waikiki," Mortenson said. "While tourists and group shows contributed to the theater attendance, the local attendance was never realized. Therefore, we made the business decision to close the facility."

Until the theater closed, "The Matrix Reloaded" played in IMAX. The Waikiki theater's closing leaves the Polynesian Cultural Center in La'ie with the only IMAX facility on O'ahu.

Most of the IMAX's 21 employees and four managers will be transferred to jobs in other Consolidated theaters, Mortenson said.

The Enchanted Lake theater closing will affect 12 employees, some of whom will be reassigned, said David Lyons, vice president of advertising and marketing of Wallace Theatres.

Lyons said the "flat-floor" facility isn't economically competitive in an era of theaters with stadium seating. The three screens had a total of 650 seats.

The closure leaves Kailua with two other Wallace-operated complexes, the Keolu Center Cinemas, a four-screen facility next to the Enchanted Lake Cinemas, and the two-screen Kailua Cinemas near Daiei.

At the Kailua Cinemas, where Wallace dropped ticket prices to 50 cents and $1, attendance is up "dramatically," Lyons said.