Mayfair goes digital with 3-D technology

The venerable Mayfair Cinema is belatedly but enthusiastically leaping forward with 21st century digital technology.

In doing so the Mayfair sheds its traditional 35 mm film format. Coming with the digital technology will be the capability to show 3-D movies, technology that first thrilled movie audiences when introduced half a century ago. It quickly faded with audiences but earned resurgence in the 1990s from IMAX technology and in recent years from the blockbuster hit Avatar.

The 245-seat Mayfair will unveil its new razzle-dazzle digital look this Friday. It is hoped the 3-D equipment will arrive on time from California for audiences to view Puss In Boots.

Dean Craig, son of owners Louise and Jack Craig, said the theatre could be showing 3-D movies once or twice a month once the equipment arrives.

Best of all for audiences will be an improvement in viewing quality.

“Everyone in the industry says we will see a big difference,” said Dean of digital technology.

Industry officials say the higher quality of digital projection provides a better experience to help attract viewers who can now access high-definition content at home.

“It is a new chapter. We have to make that investment and keep up with the times for the younger generation or else the door gets shuts,” said Louise Craig, who has owned the Mayfair with Jack since 1987.

The Mayfair first opened in 1926. It is one of the oldest theatres running in Alberta and has a long and proud history of being an independent operation. When it comes to technology the Mayfair in its first seven years of operation showed only silent black and white films in the 1920s and early 1930s.

But 35 mm print technology soon came with colour and the Mayfair for many decades was in step with the times. Prior to September the plan was to stay the course with the same format.

But then came a hardware issue with the theatre's projector. The Craigs found out it was going to cost $8,000 to fix the projector. They also discovered in more detail that 35 mm technology and the means to distribute new films was on its way out of the industry.

“Getting those 35 mm prints is hard because all the big chains are switching over to digital and the movie companies are making less 35 mm prints,” said Dean.

At that point the Craigs began to seriously look at digital technology.

The old-style projectors will be history. Instead the Mayfair will receive a hard drive for each of its new movies. It is plugged into a computer. The movies are downloaded. They can then be programmed with previews at the front end of the movie. As well, the Craigs are installing a brand new 23 ft. by 10 ft. screen – the same size as the old one. But the new screen will have the capability to handle both 2-D and 3-D movies.

In addition, the Mayfair is getting a cosmetic makeover. The carpets in the lobby are being replaced and the auditorium floor and walls are being repainted.

The total cost for the Mayfair's complete makeover is expected to come in at more than $100,000.

Meanwhile, the big investment may mean there will be a boost in ticket prices at the Mayfair. The Craigs said there are tentative plans to raise adult ticket prices for 2-D films from $7 to $9. Youths may soon pay $7 a ticket while it could soon cost children $5 to see a movie. For 3-D movies, there are also tentative plans to raise ticket prices to $11 for adults, $9 for youth and $7 for children.

“We appreciate the loyal customers we've had over the past 24 years and we hope to continue that,” said Louise. “I feel there is not enough in town for the younger generation and we have to keep it (Mayfair) here for that.”