The owners of the Mayfair Theatre are urging city councillors to oppose the Lansdowne Partnership Plan. They argue that the plan to erect an entertainment complex at Lansdowne Park, including a 10-screen, big box cinema, would “cripple” the Mayfair’s business.
While this is an understandable concern, the threat does not have to be so great if the Mayfair plays its cards right. Big movie theatres are often not in direct competition with small, alternative cinemas. Their objectives can differ: whereas the proposed Lansdowne multiplex can offer just-released box office hits to the masses, the Mayfair can cater to a niche-market by making movie-going an interactive experience.
You can’t go to Cineplex to wield a water gun and noisemakers on Halloween night at the cult classic, The Rocky Horror Picture Show. But you can at the Mayfair. The Mayfair could go further with themed dress-up nights surrounding popular films from different eras. Make the movie theatre a party scene.
The city needs to do something with Lansdowne and so far this plan appears to be the only profitable choice; aside from tearing down the stadium (which would cost taxpayers) or leaving it idle, no alternative exists.
The Mayfair needs to change its attitude and take this proposal as a cue to strengthen its community ties and improve the service it provides, regardless of what happens to Lansdowne. Rewind to one year ago: the fate of the 76-year-old theatre was looking grim. But city council voted to give the building heritage status, and it was purchased soon after for a grand re-opening. The theatre remained for a reason: the community fought to preserve a local treasure. If the Mayfair builds on this loyalty by being a place that is different and exciting, it will survive.