What's Happening?
Toronto-based theater owner Rui Pereira has acquired the lease for the historic Bruin Theatre in Westwood, Los Angeles, and is spearheading its reopening. Working with Ben Steinberg, the special events and marketing director, Pereira plans to update the theater with 35mm/70mm
projectors. A soft reopening is anticipated for this fall, with open houses and press screenings scheduled for October, followed by a wider public opening. The Bruin Theatre, which first opened in 1937, was a popular spot for generations of residents and UCLA students until Regency Theatres let its lease expire in 2024. This initiative is part of a broader resurgence of historic movie palaces across Los Angeles, including the Cinerama Dome, which is also preparing to reopen under Alamo Drafthouse. Pereira emphasizes that this revitalization is driven by a strong public demand for the communal experience of watching movies on the big screen, especially in traditional film formats.
Why It's Important?
The reopening of the Bruin Theatre, alongside other historic cinemas like the Cinerama Dome, signifies a significant cultural and economic revitalization for Los Angeles. This trend indicates a strong public appetite for traditional movie-going experiences, particularly for films presented in formats like 35mm and 70mm. This resurgence challenges the notion that streaming services have entirely supplanted the cinema experience, demonstrating that unique theatrical presentations can still draw large audiences. For the local economy, these reopenings can stimulate business in surrounding areas, creating jobs and attracting tourism. It also preserves architectural and cultural landmarks, maintaining the city's rich cinematic heritage. The success of these ventures could encourage further investment in historic venues, fostering a more diverse and vibrant entertainment landscape in the U.S.
What's Next?
The Bruin Theatre is set for a soft reopening this fall, with specific open houses and press screenings planned for October. Following these initial events, a wider public opening is expected, featuring both new and classic film screenings. Discussions are also underway regarding the Bruin's potential use for film premieres, similar to its past role alongside the Westwood Village Theatre. Meanwhile, the Cinerama Dome is slated to reopen in 2028 under Alamo Drafthouse, with significant overhauls planned for its adjacent multiplex. The success of these reopenings could inspire other investors and operators to revive more dormant historic cinemas across Los Angeles and potentially other U.S. cities, further fueling the movie palace renaissance. The ongoing challenge will be to adapt these historic venues to modern audience expectations while preserving their unique character.
Beyond the Headlines
This wave of historic cinema reopenings reflects a deeper cultural yearning for shared experiences and a tangible connection to film history, moving beyond the solitary consumption of media at home. It highlights the enduring power of the theatrical experience as a communal ritual, offering a sense of occasion and immersion that streaming cannot replicate. The emphasis on 35mm and 70mm formats also speaks to a growing appreciation for the artistry and technical quality of traditional filmmaking, attracting cinephiles and younger audiences seeking authentic cinematic encounters. This trend could lead to a re-evaluation of urban planning and cultural preservation, recognizing historic theaters not just as buildings, but as vital community hubs and economic drivers. It also underscores the potential for grassroots activism, like that led by Ben Steinberg, to influence commercial decisions and shape the cultural landscape.
