By Justina Williams

Plans For Queens Movie Houses
Are Busting Out All Over

It was Saturday night . . . movietime in the borough of Queens, and a couple from Whitestone decided to take in a 10:30 show to experience the new College Point Multiplex Cinemas. No need to suffer in the cramped, box-like theaters shoved in to the shells of what was once the borough’s great movie palaces.

A 14 screen multiplex, built by Forest City Ratner, nears completion at its 35th Avenue site.

What they met with was demand without enough supply. On that August night not only was there a line outside the theater and – after a half hour of circling – no place to park, but once at the counter all the 10:30 shows were sold out. So were the 11 p.m. shows in the 12 screen theater, and the 11:30 shows, and the midnight shows. There were some seats left for 12:30 a.m. Sunday morning, though.

This week, "additional parking" signs direct drivers to a lot down the street – all to help handle the demand in Queens for big screens, comfortable chairs, surround sound, and adventure. It is a winning combination that four more developers hope to take advantage of in the near future.

The developers are planning for a total of over 8 multiplexes (12-15 screens) and mega plexes (15-30 screens) on Queens turf. Plans are being bandied from Astoria (two multiplexes) to a movie motherload in Jamaica with a 15 screen theater, with the potential for 23-30 retail renters.

Their development race is aimed at raising the ratios: Manhattan has 169 screens for 1.5 million people and Queens has only 84 screens for a population that exceeds two million.

And the economic experts are pleased with the interest in Queens.

Following 18 months of negotiations, The Mattone Group will be building an 18 screen multiplex in Elmhurst to be run by Sony/Loews.

"I think it’s desirable from the perspective that when developers look at a county and see there is money it’s a good thing — if no one was looking at us, it would say the economy’s not very good," said Seth Bornstein of the Queens Economic Development Committee.

He added that the developments will keep more money within county borders as residents won’t be so inclined to go to Nassau and Manhattan to be ensconced in the latest flick.

Bornstein added, "I don’t think all of [the proposed projects] will move ahead. [Development] obviously needs to be balanced with the needs of the communities. Some theaters will be good — obviously one on every block won’t."

Meanwhile many residents oppose the development, feeling the potential traffic increases will cost the area far more then the price of a geographically intimate ticket.

Making Way In Astoria

Currently developer Forest City Ratner is in the end stages of construction for a 14 screen multiplex to be located at the junction of 35 Avenue, and 38 street in Astoria, one block off of Steinway Street. Set to open by October of this year, the theater will be owned by Regal Cinema, out of Tennessee.

Queens’ first multiplex, located in College Point is playing regularly to sold out shows and a new sign points attendees to essential additional parking.

There will be free rooftop parking to accommodate patrons. Though the community board was initially not thrilled with the proposal, they could do little to alter it as the area is commercially zoned. A compromise was met, after theater owners agreed to locate the theater’s entrance on 38 St., and exit on 37 St. Though movie goers enter theaters at different times, they tend to exit en masse. By leaving via 37 St., where there are few residences, there should be less of a traffic impact on the theaters’ home-owning neighbors.

A few blocks over, United Artists is considering building a 14-16 screen multiplex near Astoria’s Bulova watch factory, alongside the Long Island Expressway and Brooklyn Queens Expressway. Spokesman Charles Fogel said that the company is still in negotiations with the landlord, and there is no developer yet on board, but if all is approved, construction could begin in the following two years.

Springing Up In Springfield Gardens

Meanwhile, residents in Springfield Gardens could soon be joined by Forest City Ratner who plans to build a 14 screen theater by Belknap St., and Merrick Blvd., owned by Regal Cinema.

The owners also have 50-60,000 square feet of retail space they hope to fill. Spokesperson Elissa Goldman said the company is looking to use the space for sit-down restaurants, apparel stores, and a health center. "Things not already in the neighborhood," she said.

Sony Megaplex For Elmhurst

The Mattone Groups plans to build an 18 screen megaplex in Elmhurst, owned by Sony/Loews. In process for 18 months, the site is on a municipal lot adjoining the Long Island Expressway. The theater will sit atop three levels of parking, one below ground. Parking will be charged, but developer Joseph Mattone Sr., said he doesn’t think it will encourage theater goers to seek parking in the surrounding neighborhood as the fee will be "nominal.

The site may be ready for "Action!" within the next year and a half.

National Amusement will also be setting up in Jamaica, following construction done by the Mattone Group. Set to break ground in October, the 130,000 square foot theater will be located at Parsons Blvd., and Jamaica Avenue, and be the largest in South Queens. It will host 15 screens, and 25-30 merchants. There will be below ground parking at a reduced rate for movie goers.

National Amusements, plans to open it’s doors–15 of them– to Queens residents via its multiplex in Jamaica, to be located at Parsons Blvd., and Jamaica Avenue. The Structure will also feature 25-30 retail stores.

Developer Joseph Mattone said of the locations choice. "It’s a very hot area for utilization." He said its later hours will encourage merchants to stay open later, due to fall out benefits from the theater.

He noted of the sudden interest, "Queens has the opportunity, and the developable area."

Renters also hopping aboard the bandwagon are Gap, Old Navy, Gap Kids, Walgreens, and a dozen others.

Same Old Theater, Brand New Space

Expansions are also planned for the movie future of Queens.

The United Artists’ Douglaston theater company plans to expand from seven to fourteen screens.

Meanwhile, residents in Bayside could find an expanded United Artists on Bell Blvd. as it works on plans to expand its theater to 9-10 screens. Forest Hills Movie House Developer Heskal Elias said that seat numbers will remain the same but the theater’s overall quality will be upgraded.

He added that any plans he might have for structure would "maintain the integrity of the building."

What’s The Future?

As for whether or not the big and beautiful benefits of movie theater expansions in Queens outweigh the traffic hassles, neighborhood impact and parking problems they could cause, Community Board 7 District manager Marilyn Bitterman said. "That’s a good question." The Corporate Park that houses the College Point Multiplex will soon be undergoing a traffic study because the boom in business has "created a tremendous amount of traffic problems." CB 7 Chairperson Adrian Joyce added that the theatre hadn’t responded to the board’s request for separate, designated exits and entrances, and that now traffic on Linden Place, "gets pretty ugly."

However, he added that overall the board was happy with the addition, and given the opportunity to keep it or leave it, it would definitely stay.