Irvine’s Woodbridge Theatre quietly turned forty on February 8, 2020. A significant milestone, when one considers all that has taken place over the past four decades. A saturation of modern theatres in the area, the megaplex/stadium seating era, the financial collapse of two operators, and countless shifts in public tastes unfolded around this modest five screen. Yet, the Woodbridge somehow managed to survive, even thrive, against all the odds. While current circumstances raise some questions, as to what the future holds for Irvine’s unlikely survivor, I thought I would share a little-known story of what almost was.
In early 2015, the Woodbridge was coming off a stellar run, as one of the more successful subrun venues in the nation. A “comeback kid” of sorts, the theatre had gone from single digit daily attendance figures in the early 2000’s, to regular sellouts by 2010. With the latest lease expiring in the Spring of 2015, the property’s owner, The Irvine Company, was keen to not only keep the current operator, Starplex Cinemas, in place, but to also expand their revived moneymaker (in addition to rent, the Irvine Company shared in the theatre’s yearly profits). Already moving forward on a $30 million renovation of the surrounding Woodbridge Village Center, the Irvine Company approached Starplex with the idea of an equally impressive investment in the center’s primary draw.
A basic sprucing up had been expected, as the two previous leases, in 2005 and 2010, had seen an investment in new fixtures, paint, carpeting, and a conversion to digital projection (the Woodbridge was the first all-digital discount theatre in the country). However, in 2015, the proposal was for a complete remodel, doubling of the lobby width, and addition of one or two auditoriums. There was even talk of exploring the possibility of terraced recliner seating and “luxury amenities”. The Irvine Company went as far as to have some rough plans drawn up, which had the theatre expanding to encompass most of the neighboring units. While the proposal would entail a significant increase in monthly rent, the normally frugal Starplex Cinemas was intrigued enough by the idea that the company’s COO flew out to meet with Irvine Company representatives for a walkthrough. For a moment, the Woodbridge looked to be heading towards a very bright future; but, as they say, “the best laid plans…”
Around the time that talk of a Woodbridge Theatre makeover grew serious, a drastic turn of events was unfolding behind the scenes. Unbeknownst to all but a handful of individuals (even Starplex’s COO was left in the dark until the last moment), Starplex Cinemas had entered the final stages of selling the company to AMC Theatres. As a result, further discussion of a grand remodel stalled, and the Irvine Company moved on. AMC took over management of the theatre in 2016 and the focus shifted towards trimming expenses, rather than investing in a future. In the end, little more than the addition of a self-serve soda machine and an exterior rebranding took place.
The cinema landscape has changed dramatically since the spring of 2015. Discount/subrun theatres have more or less vanished from the scene, most mid-sized exhibitors have been bought up by industry giants, and even these giants find themselves struggling to stay afloat. The Woodbridge Theatre has continued to survive, with business levels a shadow of what they once were, and the specter of what could have been left to speculation.
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