I want to discuss some of the conflicts and concerns that I have about what the Camera Cinemas complexes will face in the future if the stay at their current locations. I conducted a survey to see how many of my fellow citizens know of Art and Foreign Films. I was not only surprised by the response, but shocked to see that downtown San Jose is stiff not a comfortable place for most to go. Most people knew of Art Films or Foreign Films but the thought of seeing one was not a priority. What were important to most included special effects, good story and ratings. I was surprised by the number of responses that said they would watch a closed caption foreign film since most of the movies I see are closed caption. I normally associate closed caption with movies view by deaf people and find reading caption and trying to see what was going on very hard. The atmosphere of the theater would make the movie more enjoyable. All of the people who took the survey lived in the San Jose area for the last ten years. I will explore the results later in this essay.
If the Cameras stay in the same location, they will succumb to the larger movie industry. The people that took the survey said they know and like to watch Art and Foreign Films. All were concerned about going downtown to see a movie, even if it is clean and safe. If the movie was part of some other activity, such as dinner, festival or a highly recommended movie. They felt it would worth while to make it an evening of the food and entertainment in downtown. The movie location has been great for those who live downtown, but becomes an issue when people must travel downtown to see a movie. I believe that people would be more likely go to the Cameras, if they lived in the downtown area. The county transit is adequate, but not what people going out for the evening would trust using, especially if going downtown. This is a serious problem for the Camera Cinemas since their business is revenue based; you cannot have revenue without the people.
The Camera Cinemas are important to downtown, not because of the films they show, but because of the support they offer for other businesses. I was impressed by the desire of one of the owners Jim Zurr and their public relations firm, lead by Dan Orloff to keep the Camera Cinemas at the current location a business in San Jose. They have done so wen despite the lack of aid for the theaters or the movies they show by the city of San Jose. I have lived in the San Jose area for forty years and remember all the businesses that left and theaters that closed because people did not find downtown to be a pleasant experience. The city has changed, but not in a way that will attract customers to the area. City officials have brought big hotels, clubs, Light Rail and the Convention Center to downtown have consistently failed to change the image of downtown. There are still homeless people, crime and the feeling that this would not be where you want to bring your spouse or children.
People need to be told about the theaters and the quality of films being shown. When I ask people about the Camera Cinemas, people either have not heard of them or find the location undesirable. The price of a movie at the Cinemas is comparable to the large chain theaters' $7.50; the quality of the movies are unique, and the atmosphere is the best. Why aren't there more people that want to see these movies there? Most movies that qualify as Art or Foreign Films are not going to have special effects; most will not have big name stars and definitely will not qualify as a big budget film. San Jose should be a big supporter of the Cinemas. San Jose should greatly support Art and Foreign Films. Why has the city failed to realize the importance of these theaters and the contributions the theaters bring to the downtown area? The city, by bringing in the big UA chain theaters was hoping to bring more people downtown and have an environment for families. The officials failed miserably by not cleaning up the downtown, finding homes for the people needing them or finding homes for the mentally ill. When I go downtown with my family, I feel safe; but I am one of the few that is willing to take the chance. I remember the bad times, and downtown has gotten better; but it stiff needs to improve to get the people back.
Some theaters are only interested in making money and are more likely to move when times are slow - others demonstrate a broader vision. The UA cinema complex is an example of San Jose's lack of understanding that it takes more than big name movies to bring people downtown. Since the UA open the theaters have been losing money and are now going to shut their doors. The downtown currently has the Performing Arts, Repertory Theater and the Cinemas. All are quality places to take families. Each year there are different events downtown: Tapestry and Talent, Blues Festival, Music in the Park and other activities. These attract crowds for two or three days in the downtown area. The Cinemas are year round and would be of great benefit to the city if Redevelopment Agency would support the theaters and let the area know of the theaters. People that go downtown to see a movie would likely go to dinner, make an evening of it, and possibly do some shopping before or after the movie.
The importance of Art and Foreign Films goes beyond making a dollar; they give the audience a view of the world-views at the cinemas that are overlooked by the big money theaters that point to specific audiences. I am not a big movie fan, but enjoy a good Art Film, "Dead Man" and "Twin Falls Idaho" are two examples of films I have seen. The group that took the survey, I found wanted to see Art or Foreign Films. I told others about "Dead Man" and found that only one other enjoyed the movie as much as I did. "The movie was too slow and did not have enough action," "the train ride put them to sleep," " it was in black and white," " the movie was boring" all reactions from those who did not like it. These are the problems with a society that has been brought up on special effects and big name stars; how do you get them to recognize good Art or Foreign Films? How do you get beyond the special effects, by teaching, by talking, by expanding on what you have just seen? My children, wife and I rent movies, the children like more action, my wife loves a good love story, they can get into them. I rented "Dead Man" because someone at work recommended it to me. I was the only one still watching after the first hour. The wife was asleep and the kids were bored and left.
City officials need to get the local newspapers and TV stations to advertise more so people see the downtown area as being safe for outings. People will come back to downtown if the city will make the effort. I ride the light rail to and from school and find the night trip to be very straining, no smiles, smell of smoke, not enough cars. I have to stand while riding home and long waits between trains not the environment you would like your family to experience. I have never been threatened, nor has anyone given me a bad time, but you still feel threatened. There are less police officers after 8:00 P.M.: when I first get to school I see mounted police or officers' cars in the area, but they are not there when I leave.
