The following article is from the Lamesa Press Reporter, August 25th, 2010 edition.  The Press Reporter is online at www.pressreporter.com.

Digital conversion underway at Movieland

By Regina Crutcher, Lamesa Press-Reporter

The old Hollywood phrase "on the Silver Screen" literally meant that movies were projected on a silver-colored screen in theaters.

But as technology improved, a silver screen wasn't a necessary component at a movie theater.

Movieland is again embracing the Silver Screen as the non-profit community-sponsored theater makes a change to digital.

"The movie companies are forcing theaters to make this change to digital.  They are already making more movies in 3-D and it looks like movies made on 35 millimeter film will disappear within the next five to seven years," said Mike Roy, Movieland Executive Director.

Movieland is closed through Sept. 1 while Sonic Equipment Company of Iola, Kan, installs new silver screens, digital computers and all the necessary digital equipment required to make Movieland an equal to Lubbock theaters.

"Lubbock has four digital screens, they will probably add more by the end of summer, but we'll have two here in Lamesa.  Anything you can see in Lubbock, we can show here as well,"  said Roy.

Adult ticket prices in Lubbock are $11.75 for regular movies after 6 p.m. while 3-D movies there are $13.75.

Movieland will have to raise ticket prices, but the cost for seeing a 2-D or 3-D movie at Lamesa is still an excellent bargain.

"Adult prices will be $6 and children 12 and under will be $5," said Friends of Movieland President Paul Wade.  "The matinee will be $4.  That's still a lot cheaper than going to Lubbock to see a movie."

Roy added that the moniker "Poor Boy Nite" will now be called "Matinee Nite" due to pressure from the movie studios.

"If we say it's 'Poor Boy Nite' the movie studios won't allow us to offer the top movies at that discounted rate, but if we call it 'Matinee Nite,' we can get away with that," Roy said.

Regular Matinee and "Matinee Nite" tickets will be $4 each.

All 3-D movies will be $2 more to pay for the glasses.

Because the movies will be digitally shown, there will be no scratches, no static and no 'trash' seen on the silver screen.

"This isn't a DVD or a CD, it's an actual computer, a hard drive release, that is shown on screen.  So it won't matter if the movie is played five million times, it will be as clear and clean as the first time that it's shown."

Roy said regular movies also will be much clearer and crisper beginning Sept. 2.

The cost for making the change to digital is about $150,000, which was covered by the Weaver Foundation.

"We all owe a great debt of gratitude to The Weaver Foundation.  Just think of the many ways they have given to this community," said Wade.

Both Wade and Roy praised the continued support that Lamesa and the surrounding area gives to Movieland.

"We're doing this for the community.  If we can offer the top rated movies here, we can help them save gas money and a high movie ticket price.  They have never waned in their support of us," said Wade.

Roy wonders how small, independent move theaters will be able to survive if 35 mm films become scarce.

"I'm afraid you will see the demise of many small town theaters because of this high cost involved when changing to digital.  That's why we appreciate Sonic coming to us from Kansas.  They are helping smaller venues make the change," said Roy.

Sonic Equipment Co services more than 500 screens in 13 states and Canada.

"We have created a digital package for independent theater owners with the hopes that we may make digital a reality for the smaller theaters," said Sonic employee Travis Ethridge who is accompanied by Corey [Glasgow] and Zac Houk.

Etheridge acknowledges that many movies aren't geared toward 3-D, but the digital process will enhance the movie-going experience for all movie patrons regardless of the genre.

"Cartoons and super hero movies are probably better in 3-D, and move horror-slasher movies," he said.

Roy hopes to break-in Movieland's new digital screens by offering "Avatar" and "Toy Story 3," both in 3-D, on Sept. 2.

July is the 10th anniversary for Movieland Theater, which began as a Girl Scout project and grew to be one of the few community-run, non-profit movie theaters in the nation.

"I'm really glad that we can now offer the finest quality movies available here in Lamesa.  And we really couldn't do this without the support of our Friends of Movieland memberships and the continued attendance of our patrons, the school field trips and the many volunteers who all make this a success," said Roy.