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Exporting the Multiplex to Britain

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Screening the World

Abstract

Hanson considers the decision by a series of US exhibitors to enter the British market, with particular attention to Britain’s first multiplex, The Point, in Milton Keynes, opened by American Multi-Cinema (AMC) in 1985 and the first US multiplex opened in a foreign country. As one of the first countries to import the multiplex from the USA, Britain can be considered a kind of ‘test bed’ for the concept. Hanson outlines the context for the development of the multiplex and considers the exhibition landscape in the period prior to 1985, especially as 1984 is the nadir of cinema attendance in Britain, with annual admissions of only 54 million.

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Notes

  1. 1.

    Nick Roddick, “If the United States spoke Spanish, We Would Have a Film Industry…,” in British Cinema Now, eds. Martyn Auty and Nick Roddick (London: British Film Institute, 1985), 8.

  2. 2.

    “British Cinema Fast Disappearing,” Screen Digest (October, 1984), 187.

  3. 3.

    “British Cinema and Film Statistics,” Screen Digest (October, 1990), 1.

  4. 4.

    David Docherty, David Morrison, and Michael Tracey, The Last Picture Show: Britain’s Changing Film Audience (London: British Film Institute, 1987).

  5. 5.

    Cmnd 6372. The Future of the British Film Industry: Report of the Prime Minister’s Working Party, The Terry Report (London: HMSO, 1976).

  6. 6.

    See Sian Barber, “Government Aid and Film Legislation: ‘An Elastoplast to Stop a Haemorrhage’,” in British Film Culture in the 1970s: The Boundaries of Pleasure, eds. Sue Harper and Justin Smith (Edinburgh: Edinburgh University Press, 2012) and Margaret Dickinson and Sarah Street, Cinema and State: The Film Industry and the Government 1927–1984 (London: British Film Institute, 1985).

  7. 7.

    Sue Summers, “‘Save UK Cinema’ Plea to State,” Screen International 98 (30 June, 1977), 1.

  8. 8.

    Ibid., 1.

  9. 9.

    “British Admissions Slump; ‘Market’ by Gut Instinct; A Nation of Home-Owners,” Variety 301, no. 11 (14 January, 1981), 321.

  10. 10.

    Ibid., 170.

  11. 11.

    David Hovatter, “Where the Cinema Is Going Wrong,” Screen International 339 (17 April, 1982), 19.

  12. 12.

    Tina McFarling, “Survey Points to Customer Dissatisfaction in UK Cinemas,” Screen International 511 (24 August, 1985), 12.

  13. 13.

    Ibid., 12.

  14. 14.

    John Hogarth, “Building Admissions above the 50 million Mark,” Screen International 483 (9 February, 1985), 25.

  15. 15.

    “British Cinema Fast Disappearing,” 188.

  16. 16.

    Ibid., 187.

  17. 17.

    Simon Blanchard, “Cinema-Going, Going, Gone?,” Screen 24, nos. 4–5 (July-October, 1983): 109–113, 109.

  18. 18.

    “BFI” compiled by Linda Wood. The British Film Industry, Information Guide No. 1. October (London: British Film Institute, 1980), 2.

  19. 19.

    “British Cinema Stats,” Variety 329, no. 13 (20 January, 1988), 122.

  20. 20.

    Chris Brown, “British Cinemas Booming, But Can They Keep the Customers Happy?,” Screen International 159 (7 October, 1978), 7.

  21. 21.

    David Sexton, “The Empire Strikes Back,” Sunday Telegraph Magazine, 12 March, 1989.

  22. 22.

    “British Cinema Fast Disappearing,” 190.

  23. 23.

    “British Cinema and Film Statistics,” 8.

  24. 24.

    Brown, “British Cinemas Booming,” 7.

  25. 25.

    Stuart Hanson, From Silent Screen to Multi-Screen: A History of Cinema Exhibition in Britain Since 1896 (Manchester: Manchester University Press, 2007).

  26. 26.

    David Docherty, David Morrison, and Michael Tracey, “Who Goes to the Cinema?,” Sight and Sound 55, no. 2 (Spring, 1986): 81–85, 82.

  27. 27.

    “Brit. Admissions Up 10% In ’83, But Decline Plagues Industry,” Variety 315, no. 2 (9 May, 1984), 471.

  28. 28.

    Wally Olins, “The Best Place to See a Film?,” Sight and Sound 54, no. 4 (Autumn, 1985): 241–4.

  29. 29.

    “News—British Film Year,” AIP & Co. 59 (October, 1984), 15.

  30. 30.

    “Reformation of UK Film Exhibition,” Screen Digest (February, 1984), 28.

  31. 31.

    Adrian Hodges, “650 Jobs Will Go as Rank Closes Cinemas,” Screen International 298 (27 June, 1981), 10.

  32. 32.

    “ITC’s Kingham Cites Ills, Possible Aid for Theatres,” Variety 308, no. 12 (20 October, 1982), 266.

  33. 33.

    Olins, “The Best Place to See a Film?,” 241–2.

  34. 34.

    Richard Attenborough, “Momentum of British Film Year Can Carry Effects Beyond 1986,” Screen International 492 (13 April, 1985), 12.

  35. 35.

    “Major Cinemagoing Countries Collated,” Screen Digest (October, 1986), 207.

  36. 36.

    Andrew Higson, “The Discourses of British Film Year,” Screen 27, no. 1 (January–February, 1986), 86–109.

  37. 37.

    James Park, “U.K. Circuit Expansion, Renovation Thought to be Cure for Ailing Biz,” Variety 316, no. 10 (3 October, 1984), 49.

  38. 38.

    Laurie Marsh, “The British Exhib’s View of the Cinema’s Decline,” Variety 293, no. 9 (3 January, 1979), 98.

  39. 39.

    Allen Eyles, Odeon Cinemas 2: From J. Arthur Rank to the Multiplex (London: British Film Institute, 2005), 149.

  40. 40.

    See Laurie Clarke, “Odeon Cinemas,” Screen International 891 (22 January, 1993), 19.

  41. 41.

    Dodona, Cinemagoing 4 (Leicester: Dodona Research, 1995).

  42. 42.

    Ibid., 29.

  43. 43.

    See Allen Eyles,. “Odeon at 65,” Variety 359, no. 2 (8 May, 1995), 46–48, 56 and Eyles, Odeon Cinemas 2.

  44. 44.

    Terry Ilott, “Rank Motto: Know When to Say No,” Variety 343, no. 4 (6 May, 1991), 356.

  45. 45.

    By the time the multiplex at Salford Quays opened in December 1986 it was, however, a Cannon. The ABC brand had been consigned to history.

  46. 46.

    See Allen Eyles, ABC The First Name in Entertainment (London: British Film Institute, 1993).

  47. 47.

    Cited in Nigel Floyd, “View to a Screen Killing,” Stills (19 May, 1985), 23.

  48. 48.

    See Philip Turner, Cannon Cinemas: An Outline History (St. Paul’s Cray: Brantwood Books, 1997).

  49. 49.

    Jack Pitman, “About One-Third of ABC Cinemas No Longer Viable, Asserts Lennox,” Variety 219, no. 2 (8 May, 1985), 92.

  50. 50.

    See Geoffrey Macnab, Delivering Dreams: A Century of British Film Distribution (London: I.B. Tauris, 2016).

  51. 51.

    Roger Watkins, “Cannon Grabs Screen Entertainment,” Variety 323, no. 2 (7 May, 1986), 517.

  52. 52.

    Andrew Cornelius, “Film Industry Rallies Against Sale,” The Guardian, 30 November, 1985.

  53. 53.

    Variety, “Puttnam Opposed to Cannon Buy of ABC Chain as Duopoly Reprise,” 323, no. 4 (21 May, 1986), 5.

  54. 54.

    See Andrew Cornelius, “DTI Clears Cannon Bid Against OFT Advice,” The Guardian, 14 August, 1986.

  55. 55.

    Philip Turner, Cannon Cinemas, 11.

  56. 56.

    “British Cinema and Film Statistics,” 2.

  57. 57.

    “Exhibition on Upswing Globally,” Variety 320, no. 6 (4 September, 1985), 90.

  58. 58.

    “What to Do about U.K. Cinemas, Now the Worst off in Europe,” Variety 317, no. 12 (16 January, 1985), 100.

  59. 59.

    Quoted in John Hazelton, “Korff Breaks New Ground,” Screen International 658 (25 June, 1988), 24.

  60. 60.

    Giuseppe Delmestri and Filippo Wezel, “Breaking the Wave: The Contested Legitimation of an Alien Organizational Form,” Journal of International Business Studies 42 (2011): 828–52, 831.

  61. 61.

    Ibid., 831.

  62. 62.

    Justin Smith, “Cinema for Sale: The Impact of the Multiplex on Cinema Going in Britain, 1985–2000,” Journal of British Cinema and Television 2, no. 2 (2005): 242–55, 246.

  63. 63.

    See Hanson, From Silent Screen to Multi-Screen.

  64. 64.

    See Adam Dawtrey, “The Resurrection of British Cinema,” The Hollywood Reporter International Exhibition Special Report 317 no. 25 (May, 1991), S-14, S-19.

  65. 65.

    Chris Brackhurst, “Multi-Screens in Battle with High-Street ‘Dinosaurs’,” Sunday Times, 6 August, 1989.

  66. 66.

    See Monopolies and Mergers Commission, Films: A Report on the Supply of Films for Exhibition in Cinemas in the UK, Cm 2673 (1994).

  67. 67.

    See Ralf Ludemann, “UK Preview Exhibition: Made in America,” Screen International 1940 (14 January, 1994), 17, 24.

  68. 68.

    Monopolies and Mergers Commission, Films: A Report on the Supply of Films for Exhibition in Cinemas in the UK, 1.13, 5.

  69. 69.

    Dodona, Cinemagoing (Leicester: Dodona Research, 1989), 21.

  70. 70.

    Dodona, Cinemagoing Western Europe (Leicester: Dodona Research, 2000), 6–7.

  71. 71.

    “AMC Broadens Commitment to ‘Aggressive’ Expansion,” Screen International 475 (8 December, 1984), 6.

  72. 72.

    “AMC Forms Global Arm for Overseas Expansion,” Variety 317, no. 6 (5 December, 1984), 7.

  73. 73.

    Alex Sutherland, “AMC Unveils Cinema Investments Plan as UK Admissions Show Big Gains,” Screen International 492 (13 April, 1985), 2.

  74. 74.

    See Stuart Hanson, “A ‘Glittering Landmark for a 21st Century Entertainment Centre’: The Story of The Point Multiplex Cinema in Milton Keynes,” Historical Journal of Film, Radio and Television 33, no. 2 (2013): 270–88.

  75. 75.

    Ian McAsh, “Take 5: People in Camera,” Films on Screen and Video 5, no. 6 (June, 1985), 14–15.

  76. 76.

    MKDC, Pyramid landmark for Milton Keynes entertainment: Press release (20 July, 1983). Milton Keynes Development Corporation, Information Unit. The initial design proved too costly and was subsequently altered. See Hanson, “A ‘Glittering Landmark for a 21st Century Entertainment Centre’.”

  77. 77.

    MKDC, A Recreation Strategy for Milton Keynes, 8 February. Milton Keynes Development Corporation, EMC 201 (1982), 12.

  78. 78.

    MKDC, Milton Keynes City Centre Entertainment: A Development Activity (Milton Keynes Development Corporation, 1982), 14.

  79. 79.

    Ibid., 14.

  80. 80.

    Eyles, Odeon Cinemas 2, 157.

  81. 81.

    “AMC Forms Global Arm For Overseas Expansion,” Variety 317, no. 6 (5 December, 1984), 7.

  82. 82.

    See Hanson, “A ‘Glittering Landmark for a 21st Century Entertainment Centre’.”

  83. 83.

    Bass Leisure/AMC, 2,000 Seats, 10 Auditoria and Unique Programme Scheduling—The AMC Multiplex Opens in Milton Keynes: Press Release (21 November, 1985).

  84. 84.

    Quoted in Phil Hoad, “How Multiplex Cinemas Saved the British Film Industry 25 Years Ago,” The Guardian 11 November, 2010.

  85. 85.

    Floyd, “View to a Screen Killing,” 23.

  86. 86.

    Bass Leisure/AMC, Milton Keynes ‘Points’ to the Future: Press Release (21 November, 1985).

  87. 87.

    David Puttnam, quoted in “AMC Target is 40 Multiplexes by 1990,” Screen International 525 (30 November, 1985), 2.

  88. 88.

    “Puttnam’s applause,” The Citizen, 28 November, 1985.

  89. 89.

    Bass Leisure/AMC, “Milton Keynes ‘Points’ to the Future.”

  90. 90.

    Quoted in Ian Freer, “Uniplex!” Empire 99 (September, 1997), 101.

  91. 91.

    Bass Leisure/AMC, “2,000 Seats, 10 Auditoria and Unique Programme Scheduling.”

  92. 92.

    Martin Fodor, AMC the Point 10 Cinemas: Notes from the First AMC ‘Customer Focus Group’ (Milton Keynes Urban Studies Centre, 1987).

  93. 93.

    The programme for the first week of operation (opening Friday 29 November, 1985) was: Santa Claus (certificate U), Goonies (PG), Prizzi’s Honour (15), St Elmo’s Fire (PG), The Bride (15), Weird Science (15), My Beautiful Laundrette (15) and Back to the Future (from 4 Dec) (PG).

  94. 94.

    Bass Leisure/AMC, “2,000 Seats, 10 Auditoria and Unique Programme Scheduling.”

  95. 95.

    Tim Pulleine, Sight and Sound 54, no. 3 (Summer, 1985), 154.

  96. 96.

    John Cunningham, “Crystal Hall,” The Guardian, 21 July, 1983.

  97. 97.

    Ibid.

  98. 98.

    Mark Clapson, A Social History of Milton Keynes (London: Frank Cass, 2004), 43.

  99. 99.

    McAsh, “Take 5.”

  100. 100.

    Ibid., 14.

  101. 101.

    Peter Freedman, “Supermarket Cinema Cashes in,” The Observer, 8 November, 1987.

  102. 102.

    Dodona, Cinemagoing Western Europe (Leicester: Dodona Research, 2000), 6–7.

  103. 103.

    “AMC target is 40 multiplexes by 1990,” Screen International 525 (30 November, 1985), 1.

  104. 104.

    John Daniel, “US Challenge to Cinema Chains,” The Guardian, 14 October, 1988.

  105. 105.

    Dodona, Cinemagoing (Leicester: Dodona Research, 1989).

  106. 106.

    In 2001 AMC re-entered the British multiplex cinema market, opening two new multiplexes in mixed-use developments at Birmingham’s Broadway Plaza (a converted children’s hospital and adjoining site) and in Manchester’s Great Northern development (a converted railway goods warehouse).

  107. 107.

    “British Cinema and Film Statistics,” 14.

  108. 108.

    See Arnold Shepperson and Keyan Tomaselli, South Africa. In The International Movie Industry, ed. Gorham Kindem (Carbondale: Southern Illinois University Press, 2000).

  109. 109.

    Tina McFarling, “Wycombe 6,” Screen International 610 (25 July, 1987), 16.

  110. 110.

    See Hanson, From Silent Screen to Multi-Screen.

  111. 111.

    Don Groves, “Yank Cinema Titan UA Selling Blighty Interest to Partner CIC,” Variety 339, no. 1 (11 April, 1990), 4.

  112. 112.

    Philip Turner, Cineplex Odeon: An Outline History (St. Paul’s Cray: Brantwood Books, 1998).

  113. 113.

    Brown Chris, “West End Linchpin for Cineplex UK Subsidiary,” Screen International 661 (16 July, 1988), 2.

  114. 114.

    “Britain’s Maybox Group to Exit Exhibition: Competish Too Tough,” Variety 331, no. 6 (1 June, 1988), 6.

  115. 115.

    Turner, Cineplex Odeon.

  116. 116.

    “Cineplex Odeon’s British Subsid Gallery Hopes to Have 110 Screens or More by ’91,” Variety 335, no. 3 (10 May, 1989), 178.

  117. 117.

    Don Groves, “Cineplex Odeon Sells Its Gallery Circuit to Pathé Cannon,” Variety 338, no. 11 (28 March, 1990), 2.

  118. 118.

    “Cineplex Sells Off ‘Non-core’ Business,” Screen International 750 (31 March, 1990), 4.

  119. 119.

    Dodona, Cinemagoing.

  120. 120.

    Beth Porter, “New England Comes to England: National Amusements Continues Its United Kingdom Expansion,” Film Journal International 100, no. 1 (1 February, 1997), 14.

  121. 121.

    Hazelton, “Korff Breaks New Ground,” 24.

  122. 122.

    Sumner Redstone, “10 Years of Showcase Cinemas: Building Blocks—Promotional Feature,” Screen International 1162 (12 June, 1998), 30.

  123. 123.

    “United Kingdom Cinema Market,” Screen Digest (July, 1991), 160.

  124. 124.

    “Screen Finance Analysis of UK Multiplex Developments in 1997,” Screen Finance, 5 February, 1998, 8.

  125. 125.

    BFI, Distribution and Exhibition. BFI Research and Statistics, August, 2018. https://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/bfi-distribution-and-exhibition-2018-10-03.pdf (accessed 27 November, 2018).

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    Stuart Hanson

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Hanson, S. (2019). Exporting the Multiplex to Britain. In: Screening the World. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-18995-2_5

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