Bollywood

Movies break from the Hollywood formula at Grand Sierra Cinema, a venture opened last month by Todd Bloomhuff, owner of Bloomhuff Entertainment Inc.

The cinema's first screening of movies from the Indian subcontinent "Bollywood," as it's known drew 400 ticket buyers from the area's Indian immigrant community and from those simply interested in foreign film, says Bloomhuff.

Locals once knew the theatre located on the lower level of the former Hilton property as the place to see art films.

The screen's been dark for years but Bloomhuff plans for it a new reputation: affordable family entertainment. Tickets cost $3 for mainstream movies albeit five weeks after they leave the big movie houses. He also plans screenings of art films, independent films and foreign titles.

Plus, it's a place for lease to private parties, for business functions or for training seminars. Rental rates depend on purpose, equipment required, and head count.

The showings of Bollywood films are an exception to the $3 rule. Bloomhuff partnered with David Chawla to choose the films and tap his contacts in the resident Indian community to drive ticket sales. Bollywood tickets cost $8. Chawla bookings include the Hindi films "Dhoom 2," "Baabul" and "Guru."

"Bollywood brings a bit of home to the Indian community," says Bloomhuff. And others like it because in the genre, "They love to sing. They love to dance. They love vibrant colors." The foreign films carry English sub-titles.

Next, he wants to form similar partnerships to tap the Filipino and Spanish movie markets.

With a five-year lease and an option to renew, Bloomhuff spent more than $150,000 to update the twin theatres seating 200 each with digital speakers and new wiring. The result, he says, is state-of-the-art digital sound. And, the space is ready for the advent of digital projection.

Why invest so much in a leased space? Bloomhuff says his philosophy has always been, "If you're not going to do it right, don't do it at all."

And how does he expect to recoup that investment from tickets priced at a mere $3 when mainstream distributors typically want 80 to 90 percent of the take?

"Quantity and loyalty," he says, plus profits from the concession stand, at which he says prices are competitive with area cinemas. "And by picking up films late."

It's a risk, he admits, in a changing industry where movie DVDs are being released sooner, Internet downloads are becoming more common and distributors are charging a higher percentage.

Still, he projects increasing employment at Grand Sierra cinema from six to 18 as customer traffic builds.

While showings are currently limited, the goal is four to five screenings a day. Times will be posted on the Web site grandsierracinema. com and by phone at 789-2093.

Grand Sierra Cinema differs from big box multiplexes in size and layout. Twin 200-seat theatres furnished with velvety duets create a cozy ambiance. The red side is reminiscent of plush opera houses of a bygone era, while the blue side exudes an aura of cool sophistication.

Bloomhuff unsuccessfully chased the property for nearly four years under two previous owners of the hotel. Grand Sierra Resort's owners, he says, were immediately receptive.

No newcomer to the business, Bloomhuff has 16 years in the theatre industry. He operates three movie theatres at Lake Tahoe. Prior to that, he had built a career with Wallace Theatres, headquartered at South Tahoe, for whom he ran the mainland division: 90 screens in five states.

Always a film buff, as a young man Bloomhuff wanted to buy a local cinema. The owner wouldn't sell, but hired him instead, saying, "If you love the industry, you'll never leave it."