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SALT LAKE CITY — What comes to mind when you hear the phrase "dollar theater?"
Some people think of theaters that are a little run down, not as high-tech as first-run movie houses, or don't offer as good of a viewing experience as full-priced theaters.
However, discount theater operators are trying to change that image.
"Our clientele, which we're looking for, is more family based looking to still get a first-run quality," said Ron Crowley with the Cinepoint 6 in Ogden.
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Crowley said films shown in discount theaters may have contributed to a negative perception. By the time the movies made it to the discount chains, they were already well-used.
"The second-run houses would get the old film, so the film was a little bit worn. Hence the second run, and you pay cheaper, probably, because it was a lesser product," he explained.
One big upgrade for discount theaters is the addition of 3D projectors. Crowley said the theaters are trying to compete with first-run movie houses as well as other second-run chains.
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A South Dakota movie theater is among 60 around the globe run by the Army and Air Force Exchange Service that is screening its last picture show amid the industry's conversion to digital projection."(So) there isn't that gap that there," he said. "Traditionally, (we) used to be between a first-run movie theater and a second-run."
Now that discount theaters have switched to digital projection, Crowley said they can offer the same kind of movie watching experience the full-priced theaters can.
"We have the same digital projectors that they have. We have 3D. Our accommodations are just as good," he said.
