The Bruin Theater in Los Angeles’ Westwood Village is set to reopen in October, with the announcement capping a big month for the city’s movie lovers. Last week, Sony Pictures announced it will take over operation of the Cinerama Dome with Alamo Drafthouse running the former ArcLight theaters multiplex.
Now the Bruin Theater, built in 1937, is planned to reopen in October with Rui Pereira, a Canadian theater operator, taking over the lease for the historic site. “It’s a magical place,” says Pereira, who also operates Toronto’s Kingsway Theater.
Pereira plans to add 35mm and 70mm projection and program first-run movies, classic films and special events. The sound system has had recent upgrades, according to Ben Steinberg, who helped bring attention to the Cinerama Dome reopening and is assisting Pereira with marketing.
“We want to keep the essence of the theater,” says Pereira, who wants it to feel upgraded but still like a classic theater.
“It’s not just about the movies — it’s about going out to the movies, going out to do something. The latest example is ‘The Odyssey’ — you see the excitement and the interest that’s generated,” Pereira says. Before the opening, the marquee will display ads for “Practical Magic 2” as well as promotions for UCLA, he adds.
