Indie cinema could be film buff's own show

The cinema's auditorium has a single screen, is air-conditioned and has 60 wide seats tiered in stadium-style with generous leg room. Photo / Supplied

Victoria Cinema in the main street of Hamilton is an independent art-house movie theatre created by a couple with a passion for movies and fitted out to a Victorian theme.

"The Victoria Cinema was launched eight years ago to meet a growing audience demand to view quality art-house, fringe, foreign, independent and selected mainstream movie releases," says Mike Swanson of Bayleys Waikato who is marketing the cinema for sale by negotiation as a business going concern.

"There's a certain ambience to this cinema which people find quirky and appealing. There's none of the hype and glitz of the larger cinema operations but rather a traditional, nostalgic movie-going experience that has ensured loyal and strong patronage since it first opened in May 2002."

Reflecting their love for movies, owners Grace Martin and Gary Potts have enhanced the cinema by displaying Potts' personal collection of film memorabilia including old posters and projectors.

"Since establishing the cinema, the owners have kept pace with changing cinematic developments and have recently installed digital 'e-cinema' technology to stay current and allow for clearer imagery and streamlined operation," says Swanson.

Potts, an avid movie and technical buff, says the theatre's 5000 lumen DLP video projector, dedicated fileserver and automation, allow digital sessions to be programmed and started remotely from the box office. Remote control can also be applied to 35mm film sessions.

"The on-screen images from high-definition digital files are superb and look better than many 35mm film prints. Our digital Cinemascope picture is the same size as film Cinemascope and looks fantastic," says Potts.

Entering from the street there is a small lobby and box-office area with period-styled features including a chandelier and decorative ceiling. Access through to a small licensed cafe is via the lobby or through separate doors off Victoria St. The cinema's cafe called Flicks caters both for casual patrons and movie-going clientele.

The auditorium to the rear has a single screen, is air-conditioned and has 60 wide seats tiered in stadium-style with generous leg room. All seats have fold-down tables for refreshments which can be delivered to individual seats while patrons are enjoying a movie, or to accommodate conference/presentation materials.

"The intimate auditorium is styled on a Victorian theme with architectural reliefs based on Hamilton's long-demolished Regent and Embassy theatres. It has also become a popular venue for product launches, small conference presentations, auctions and fundraising events and the Hamilton Film Society has used the theatre as their weekly venue for the past six years," says Swanson.

The cinema at 690-692 Victoria St operates from leased premises with renewal rights through until 2019.

Originally built as a garage in 1921, the building was later occupied by Turners and Growers in the 1950s. It then went through a variety of trade or retail formats prior to its conversion to the cinema.

Swanson says he has already received inquiries from several people looking at the possibility of showcasing live theatre in the auditorium and the building could support this use.

"There is room behind the screen for dressing rooms and other ancillary facilities that would be needed for live performances. With a liquor licence in place, the cinema could be an alternative, intimate venue for plays and other performances."

In addition to the revenue stream generated by the cinema, there is also a two-bedroom apartment on the first level which is currently sub-let to a long-term tenant who would be keen to stay on. To the side of the building are 11 carparks for the use of cinema patrons.

The rental on the entire building is $60,990 plus GST per annum.

Swanson says the Victoria is a well-performing business with potential for expansion and further growth. "Full training will be provided to a new owner and there is potential to grow the business in addition to pursuing the live theatre option. It could be feasible to broaden the screening times to include more daytime sessions and the venue could be more widely promoted as a conference or presentation facility.

"While the cinema's cafe is not a core business activity, this could also be revamped to attract a wider clientele from passing foot traffic."