A lower ticket price and popular,but slightly dated films, could be the right formula to return the Lakewood Theatre to profitability, the new operator of the neighborhood landmark says.
The 55-year-old cinema switched formats in May and now shows recently released “second-run” movies for $1.50 during the day and $2 for evening shows.
Gary Moore, the theatre’s new operator, says the transformation may be the last chance to keep the 900-seat movie house in its original condition. A stand-by plan exists to divide the balcony into two separate screens, but Moore says he wants to avoid that, if possible.
“This is the kind of theatre Hollywood makes movies for; the kind you just don’t find anymore,” he says.
Moore, who lives in Midland and owns or operates 28 other theatres in Texas, said the Lakewood has suffered the same problem as other older, single-screen theaters that try to compete directly with newer multi-screen complexes.
Movie distributors now require up-front cash advances and expect that a movie will remain at a theatre for several weeks. Also, the proximity of other cinemas has affected the Lakewood’s ability to obtain new movies, Moore says.
“There’s more of a risk factor involved with first-run movies,” Moore says. “With sub-runs, your movie is pre-advertised when you get it, and you don’t have to put up a lot of money to get them.”
Bill Slaughter, a theater owner and industry consultant, agrees: “The only hope for a theatre like that is to go to a discount price.”
The new changes will allow the Lakewood to show films that have already proven successful at the box office and rotate them frequently to keep patrons interested, Moore says.
“It”s going to take a little while to build a customer base,” he says. “It’s hard to get the word out in Dallas, because you can’t afford to advertise as much. It’s going to take some word of mouth.”
Mike Garcia, who has managed the cinema for nearly 20 years, says the Lakewood should be able to attract more of its core clientele of neighborhood families.
And while some dollar cinemas quickly fall into disrepair, Garcia says this one will remain a quality venue – a one-of-a-kind in Dallas.
The theatre has long been a landmark in Lakewood – its pink-and-green neon marquee helps define our neighborhoods, much as the Mobil horse has served as an icon for all of Dallas.
The theater was renovated nine years ago by current owner B.B. Barr at an estimated cost of $500,000. The theater was a successful dollar cinema before the renovation, but it became a first-run cinema after the project.
It’s the only theater of its era still in its original state in Dallas. It features distinctive art deco murals, a deluxe concession stand and the defining pink-and-green neon marquee.
A pipe organ rises from the stage floor and is still played before early movies on weekend evenings – another Dallas exclusive.
Moore is leasing the theater, but he says he has a long-term commitment to its success.
If the current format does not work out, plans already exist to divide the balcony into two small theaters. Moore says he prefers to keep the Lakewood in its original state, if possible.
