Quad (cinema)
Encyclopedia
The Quad Cinema is New York City
's first four-screen movie theater
, and, according to its founder, the "East Coast's first multiplex
". Located in Greenwich Village
, it was opened by entrepreneur Maurice Kanbar
, along with his younger brother Elliott Kanbar, in October 1972. It has been described as "one of the oldest independent cinemas in the city" and "a vibrant center for art house films."
with plans to create an Off Broadway theater
. After those plans fell through, he found himself with a large block of unused ground floor space. Kanbar thought that it would be a good idea to build a movie theater with multiple small auditoriums rather fewer larger ones, so that the complex could be profitable even with smaller audiences at most screenings, so he opened the Quad, which he calls "the East Coast's first multiplex". From 1972 to 1988 the theater was operated by Bernard Goldberg, executive vice-president of Golden Theatre Management, operator of the Quad and six other New York City houses. The theater exhibited Hollywood studio films (see movie studio
), independent film
s, and revivals of older films, but had difficulty obtaining the most attractive releases due to the exclusive licensing practices then followed by film distributors. Legal action led to substantial monetary settlements.
In 1988, Maurice's brother Elliott took over the theater's operations. Facing new competition from new theaters opening in Lower Manhattan
, the Quad adopted a strategy of exhibiting foreign and independent films. This strategy proved to be financially successful, although it also led to competition between the Quad and other downtown art film exhibitors, notably the nonprofit Film Forum
and the IFC Center
. In a 2010 interview, Elliott Kanbar noted that in its earlier history the theater had benefited from a switch of its distributor relationship to City Cinemas, which had a positive relationship with Walt Disney Pictures
and its Touchstone Pictures
affiliate, and that it was regularly frequented by Andy Warhol
, whose "fans would come in droves" and whose influence was a factor in the theater's "big homosexual audience for certain films." In March 2010, the Quad announced a new initiative to assist national and foreign filmmakers wishing to self-distribute low budget films via "four wall distribution
".
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
's first four-screen movie theater
Movie theater
A movie theater, cinema, movie house, picture theater, film theater is a venue, usually a building, for viewing motion pictures ....
, and, according to its founder, the "East Coast's first multiplex
Multiplex (movie theater)
A multiplex is a movie theater complex with multiple screens, typically three or more. They are usually housed in a specially designed building. Sometimes, an existing venue undergoes a renovation where the existing auditoriums are split into smaller ones, or more auditoriums are added in an...
". Located in Greenwich Village
Greenwich Village
Greenwich Village, , , , .in New York often simply called "the Village", is a largely residential neighborhood on the west side of Lower Manhattan in New York City. A large majority of the district is home to upper middle class families...
, it was opened by entrepreneur Maurice Kanbar
Maurice Kanbar
Maurice Kanbar is an American entrepreneur and inventor who lives in San Francisco, California. He is particularly well-known for his creation of SKYY vodka, and is also noted for his extensive real estate investments.-Biography:...
, along with his younger brother Elliott Kanbar, in October 1972. It has been described as "one of the oldest independent cinemas in the city" and "a vibrant center for art house films."
History
In the late 1960s, Maurice Kanbar, an inventor and real estate investor, purchased a six-story loft in ManhattanManhattan
Manhattan is the oldest and the most densely populated of the five boroughs of New York City. Located primarily on the island of Manhattan at the mouth of the Hudson River, the boundaries of the borough are identical to those of New York County, an original county of the state of New York...
with plans to create an Off Broadway theater
Theater (structure)
A theater or theatre is a structure where theatrical works or plays are performed or other performances such as musical concerts may be produced. While a theater is not required for performance , a theater serves to define the performance and audience spaces...
. After those plans fell through, he found himself with a large block of unused ground floor space. Kanbar thought that it would be a good idea to build a movie theater with multiple small auditoriums rather fewer larger ones, so that the complex could be profitable even with smaller audiences at most screenings, so he opened the Quad, which he calls "the East Coast's first multiplex". From 1972 to 1988 the theater was operated by Bernard Goldberg, executive vice-president of Golden Theatre Management, operator of the Quad and six other New York City houses. The theater exhibited Hollywood studio films (see movie studio
Movie studio
A movie studio is a term used to describe a major entertainment company or production company that has its own privately owned studio facility or facilities that are used to film movies...
), independent film
Independent film
An independent film, or indie film, is a professional film production resulting in a feature film that is produced mostly or completely outside of the major film studio system. In addition to being produced and distributed by independent entertainment companies, independent films are also produced...
s, and revivals of older films, but had difficulty obtaining the most attractive releases due to the exclusive licensing practices then followed by film distributors. Legal action led to substantial monetary settlements.
In 1988, Maurice's brother Elliott took over the theater's operations. Facing new competition from new theaters opening in Lower Manhattan
Lower Manhattan
Lower Manhattan is the southernmost part of the island of Manhattan, the main island and center of business and government of the City of New York...
, the Quad adopted a strategy of exhibiting foreign and independent films. This strategy proved to be financially successful, although it also led to competition between the Quad and other downtown art film exhibitors, notably the nonprofit Film Forum
Film Forum
Film Forum is a nonprofit movie theater located at 209 West Houston Street in New York City. It began in 1970 as an alternative screening space for independent films, with 50 folding chairs, one projector and a US$19,000 annual budget. Karen Cooper became director in 1972 and under her leadership,...
and the IFC Center
IFC Center
IFC Center is an art house movie theater in Greenwich Village, New York City in the United States of America. It is located at 323 Sixth Avenue, on the former site of the Waverly Theater, which was itself a well known art house movie theater...
. In a 2010 interview, Elliott Kanbar noted that in its earlier history the theater had benefited from a switch of its distributor relationship to City Cinemas, which had a positive relationship with Walt Disney Pictures
Walt Disney Pictures
Walt Disney Pictures is an American film studio owned by The Walt Disney Company. Walt Disney Pictures and Television, a subsidiary of the Walt Disney Studios and the main production company for live-action feature films within the Walt Disney Motion Pictures Group, based at the Walt Disney...
and its Touchstone Pictures
Touchstone Pictures
Touchstone Pictures is an American film production label and is one of several film labels of the Walt Disney Motion Pictures Group. Established in 1984, its releases typically feature more mature themes and darker tones than those that are released under the Walt Disney Pictures banner.Touchstone...
affiliate, and that it was regularly frequented by Andy Warhol
Andy Warhol
Andrew Warhola , known as Andy Warhol, was an American painter, printmaker, and filmmaker who was a leading figure in the visual art movement known as pop art...
, whose "fans would come in droves" and whose influence was a factor in the theater's "big homosexual audience for certain films." In March 2010, the Quad announced a new initiative to assist national and foreign filmmakers wishing to self-distribute low budget films via "four wall distribution
Four wall distribution
In the film industry, four wall distribution is a process through which a studio or distributor rents movie theaters for a period of time and receives all of the box office revenue. The four walls of a movie theater give the term its name...
".