The Uncertain Future of the Camera Cinemas :: Movies Films Theaters Essays

The Uncertain Future of the Camera Cinemas Nestled in the center of downtown San Jose sits one of the cities few cultural landmarks worth saving. The Camera Cinemas have been an institution since 1975. They serve as the unofficial home to San Jose’s small, but popular independent movie following. Unfortunately, they are at risk of being shut down for good if a new home can not be found in the next few years. This paper discusses the historical fight the Camera Cinemas have had to endure and what they must do to survive into the next century. They may be saving their best performance for last. Prior to 1975, there were no art movie houses in San Jose. The South of First Area (SOFA) Camera One currently resides in, was a red light district, home to prostitutes, porno theatres, and drug pushers. So what in the world was an art movie house doing in area like this? You could say the Cameras were ahead of their time, paving the way for what soon would be recognized as one of most culturally intellectual areas in the world. Because the closest art movie houses were 50 miles away, independent film fans looked to the Cameras as a source for entertainment in their own backyard. The Camera chain would expand in 1984 adding the Camera 3 theatres to their small but soon-to-be growing chain. It was during this time that the Cameras would start to receive top quality art and foreign films with the likes of those seen in San Francisco. The Cameras would eventually expand to four movie houses adding the Towne and Los Gatos Theatres. The relationship seemed like a match made in heaven; a s mall independent movie chain showing first run foreign and art films in the large and growing Silicon Valley. What could possibly go wrong? Much like everything else, too much of a good thing hardly ever goes unnoticed. The Camera Cinemas served as the only theatres downtown for nearly twenty years. So when the area started to flourish, big business started to open its eyes and take notice. With the opening of the brand new Pavilion Shops in downtown, AMC movie theatres looked to capitalize on an untapped market. In many situations, such as with department stores and supermarkets, competition can sometimes help to generate business. However, due to film zoning laws and the sheer commercial power of a chain like AMC, the Cameras stood to be jeopardized and ran out of business.