The closure of Hastings Reading Cinemas and the repair work on the Manawatu Gorge are sending movie-goers towards Waipukurau, where RealD 3D cinema technology has reinvigorated interest in the country town's big screen.
The Civic Theatre is owned by the Central Hawke's Bay District Council and has been managed by former CHB deputy mayor Jim and Sandra Shand for 12 years.
Last year, the council and Mr Shand struck up a deal which enabled the theatre to switch over to a digital projector as well as RealD 3D technology, as there were fewer movies available on the old standard 35mm format.
"Our figures were showing a rapid decline ... single-screen theatres like ours in this position have two options, to close down or upgrade," he said.
"It's a huge cost to switch over to digital but it's happening at a fast uptake rate and, by 2015, the transition will be completed and it won't be economical to have 35mm films anymore."