March 6th, 2009
Opening night a hit for Las Cruces theater By Lauren E. Toney Sun-News reporter
Posted: 03/06/2009 12:00:00 AM MST
LAS CRUCES - Allen Theatres will open the doors to its new 10-screen multiplex today at the Mesilla Valley Mall.
The city's second-largest theater, Cineport 10 will officially open for business with an 11:20 a.m. showing of the new release "Watchmen," an American superhero film based on a comic book series.
Russell Allen, vice president of operations, said he expects a packed house for opening day.
Construction on the 36,000-square-foot, $10 million multiplex began last year. The free-standing structure is located next to JCPenney at the mall, 700 S. Telshor Blvd.
After nine months of labor and preparation, Allen said, "Now we just want to show it off."
The theater's modern contemporary interior was designed with several neon and other lighting accents. The design also pays homage to movie houses of the past by "bringing back the colors from the early years of movie going," he said. "There's very high ceilings, a large lobby and lots of color."
The entire theater can seat about 1,800 with capacities for each screen ranging from 120 to 285 viewers.
"And the seats are very comfortable," Allen said.
Allen Theatre's third Las Cruces cinema, Cineport 10 will also feature an eatery and two additional rooms for conferences and parties.
The bistro-style cafe will serve lunch and dinner items, including sandwiches, burgers and salads.
"It's something new for us," Allen said.
Birthday parties or other small celebrations can be held in one of the Cineport's party rooms with reserved seating in the theater. "Our assistants will be able to refill drinks (among other tasks) so mom and dad can just enjoy the party too," Allen said.
Each theater has also been equipped to allow laptop connections for conferences needing a larger space. PowerPoint presentations can be shown from the theater and desk tops can be fit into cup holders to allow for note-taking.
Fifty additional staff members were hired prior to the grand opening.
Allen said, with a laugh, that while Las Cruces was in need of additional screens, "I don't know if we needed this many more."
"It's always good to make the investment now, though, and plan for the future," he said. "I hope it'll be a good thing for everyone involved - that we'll attract people to the mall and the mall will attract people to our theater."
The company on Sunday closed its four-screen theater at the mall.
A private ribbon-cutting ceremony and grand-opening celebration was held Thursday evening at Cineport 10. About 500 local officials were invited to attend the event where hors d'ouvres prepared by the theater's restaurant were served, guests were given a behind-the-scenes tour of the facility and a movie was shown.
According to the company's Web site, Allen Theatres began providing entertainment to New Mexico in 1912 when it opened the Allen Opera House in Farmington.
Allen Theatres also has two additional multiplexes in Las Cruces - the Telshor 12, 2811 N. Telshor Blvd., and Video 4 at 1005 El Paseo Road.
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