New Fairfax Corner Multiplex Opens

Unfortunately, the Nicer the Cinema the Greater the Disappointment

By Bill Henry

I anticipate the opening of a new movie house with the same great hope and excitement that I bring to the release of each film I see a coming attraction reel for—so much for the getting of wisdom. Visiting the new Fairfax Corner 14: Cinema de Lux (the fifth multiplex representative of the National Amusements chain to open in Fairfax County, VA) on its opening weekend, brought me face to façade with the next trend in movie-going—luxury theatres.

The first impression is pretty impressive (how appropriate that a movie house projects an overly large area up front). The centerpiece of the new Fairfax Corner town centre-type mall, the 14-screen megaplex is located south of the Fair Oaks Mall in the shadow of the Fairfax County government center. Although many of the perimeter restaurants are not completed, most of the retail shops and several of the casual dining spots opened before the theatre.

As breathtaking as the outside is with its front facing the “town square” of the corner (decorated for Santa when I visited), the lobby is the brightest and airiest that I have ever seen. There are two very large concession stands at the back and right of the lobby (proof that movie theatres are not in the movie business—they are in the popcorn and soda business—the movie is just something that they show to you while you snack). The marquees above the snack bar drive home another point about the modern concessionaire—rampant brand name-ism. It used to be that only the brown, fizzy sugar water wanted to remind you that it was the real thing. Now your hot dogs are Nathan’s franks, your coffee is from Starbucks, the nachos are Tostitos, the pizza is Sbarro’s, etc. The generic candy pic & mix and pay by the pound seems ashamed by its anonymity and is shoved off into a corner by the ticket area.

The first surprise came when I went to pay for my ticket (not literally since I was there with a voucher from the home office). The admission prices, ranging from an $8.50 matinee to a $12 evening weekend in one of their luxury seats, are new highs in this area, but then the young lad instructed me to choose a seat using the computer touch display mounted on his cash register. Asking if he were aware that I wanted (although maybe wanted is the wrong word) one for the 1:50 show of Love Don’t Cost a Thing, he nodded and I chose front row center (remember, the closer you sit to the screen, the sooner you see the movie). He handed me a ticket in a cardboard ticket carrier complete with a pre-moistened towelette.

A visit to candy land combined with the knowledge that dinner was still several hours and one viewing of Love Don’t Cost a Thing away encouraged me to buy a popcorn, soda and the promised Nathan’s dog (for those of you unfamiliar with Nathan’s, what started as a Coney Island lunch counter in 1916 is now a fast food franchise allied with Kenny Rodgers and Arthur Treachers—properly prepared, it is the dean of dogs and needs only a dash of brown mustard—Gulden’s preferred). As for the soda the less said the better.

I have visited many different multiplexes in the National Amusements family and I do not understand their perverse view towards soda and related soft drinks products. It is the only place where they uniformly fall short of their competitors. In a world where good, wholesome Coca-Cola products are widely available for one’s beverage enjoyment, NA opts for a rival product. And though, due to a court ruling which I am assured by attorneys is still valid, I am forbidden to mention them by name, their so-called product shares the same first letter as the words putrid, piles, poop, and ptomaine—all of which it has much in common.

The other features include a piano in the lobby, guest services (with a concierge), private function room, coffee bar with seating area, and their Chatters lounge—a sit-down café with satellite television to the left of the main concession area.

Making my way towards the ticket taker, I was informed that one of the lads would guide me to my seat. I told him it was OK, I could see the theatre entrance down the hall and, after all, I was only seeing Love Don’t Cost a Thing. He was fairly insistent and though oblivious to my precariously-balanced snack bar booty, he escorted me to the chamber and pointed out “my” seat in the empty theatre. At first, I thought that they were just making sure that I did not try to sneak into one of the R-rated movies, but it turns out that the reserved seating, escorts and leather chairs are all part of the four “director’s halls” at the theatre—why they were using one of these theatres for Love Don’t Cost a Thing is beyond me.

Just before the movie began, a young woman came in, introduced herself, welcomed us to the theatre (adding truthfully “both of you”), thanked us for our patronage, and concluded that she would be just outside in case we needed anything—no offer was made on improving our movie choice. The pre-show began with the now de rigueur commercials followed by a slew of coming attractions. National Amusements is to be credited with keeping their lights half-up during the 20 minutes of pre-feature “entertainment.” This allowed me to continue reading The Bell Jar (Sylvia Plath’s novel turned out to be less depressing that the movie).

Unfortunately, the coming attractions ended and Love Don’t Cost a Thing began. I survived it, dutifully noted the guilty parties listed in the closing credits, and upon being asked my the helpful folk cleaning the theatres if I had “enjoyed myself,” replied it was great until the movie started (knowing chuckles from the crew). And, of course, this is the main problem with really nice movie theatres. Eventually the lights go down and you are stuck with the movie—good news if you are seeing The Lord of the Rings: The Return of the King and not so good if forced to endure Love Don’t Cost a Thing.

The Fairfax Corner 14: Cinema de Lux is located at 11900 Palace Way, Fairfax, VA. Their 24 hour phone line is 703-502-4060 and their web site is www.nationalamusements.com. Presumably they will be showing better movies than Love Don’t Cost a Thing.

Related Reading:

Short Guide to Writing About Film, A (7th Edition)

Firefly: Music from the Original Television Soundtrack

The New York Times Guide to the Best 1,000 Movies Ever Made, Updated & Revised (Film Critics of the New York Times)

Making Movies

"Have You Seen . . . ?": A Personal Introduction to 1,000 Films