{"id":348,"date":"2009-10-28T11:17:19","date_gmt":"2009-10-28T11:17:19","guid":{"rendered":"http:\/\/cinelog.org\/cinelog\/?p=348"},"modified":"2009-10-28T11:22:00","modified_gmt":"2009-10-28T11:22:00","slug":"forgotten-cinema-mission-viejo-mall-3","status":"publish","type":"post","link":"https:\/\/cinelog.org\/cinelog\/2009\/10\/28\/forgotten-cinema-mission-viejo-mall-3\/","title":{"rendered":"Forgotten Cinema: Mission Viejo Mall 3"},"content":{"rendered":"
October marks the thirtieth anniversary of both the Mission Viejo Mall and the long\u00a0forgotten cinema that Edwards operated on the site for almost twenty years.<\/div>\n
\u00a0<\/div>\n
Opened\u00a0in multiple phases,\u00a0throughout late\u00a0October of 1979, the Mission Viejo Mall was a $65 million project developed by the Edward J.\u00a0DeBartolo Corporation, to serve\u00a0an increasingly affluent and expanding southern Orange County market.\u00a0The nearly\u00a0one million square foot center featured four department store anchors\u00a0and 139 specialty store. Among these tenants was the three screen Edwards Mission Viejo Cinema<\/a>.<\/div>\n
.<\/span><\/div>\n
\"Mission<\/a><\/div>\n
\u00a0<\/div>\n
Typical of 70’s era mall theatres, the Mission Viejo Cinema was far from stellar. Accessed via a generic store front on the mall’s\u00a0ground level, the theatre featured a small lobby, with three shoe box auditoriums located directly off of the somewhat dark, bland, space.\u00a0Unlike most\u00a0of Edwards’ cinemas of the time, but following\u00a0the mall cinema model, the Mission Viejo Mall 3\u00a0was designed with more of a budget conscious approach;\u00a0low\u00a0end decor, economy fixtures, and mono sound being the standard. About the only unique feature of this cinema was a concession stand that\u00a0had a sales point serving mall foot traffic. Despite the Mission Viejo Mall 3’s substandard amenities, the cinema proved highly successful throughout the early 80’s, catering to mall culture dynamics.<\/div>\n
\u00a0<\/div>\n
\"Edwards<\/a><\/div>\n
.<\/span><\/div>\n
By the 90’s, both the mall and it’s cinema began to suffer from increased\u00a0local competition, changing consumer trends, and an ever dated setting. The\u00a0mall, which had been built during a nation wide energy crisis, was poorly lit and generically designed, making for a less competitive facility as the area began to develop further shopping options. With ever decreasing traffic, the mall also began to see the quality of tenants slip, adding to the site’s decline. The cinema, which had once shared the area market with only Edwards’, early 70’s era, Viejo Twin, now had two modern theatres to contend with; each offering far more than the outdated mall cinema concept. Following the mid 90’s announcement, that Edwards would be opening yet another cinema at the\u00a0planned Kaleidoscope shopping center, across the street, the Mall Cinema was living on borrowed time.<\/div>\n
\u00a0<\/div>\n
The Mission Viejo Mall 3 closed, with little fan fair, shortly after the Edwards Kaleidoscope 10 <\/a>opened in the Summer of 1998.\u00a0The cinema space was soon converted in to retail units, as part of\u00a0a $200 million Mission Viejo Mall remodel.\u00a0In a cruel twist of fate, the Kaleidoscope center never lived up to expectations and\u00a0the new cinema has continuously struggled to find a stable movie going audience; meanwhile, the revamped mall managed to experience a bit of a\u00a0renaissance in the new millennium.\u00a0\u00a0<\/div>\n","protected":false},"excerpt":{"rendered":"

October marks the thirtieth anniversary of both the Mission Viejo Mall and the long\u00a0forgotten cinema that Edwards operated on the site for almost twenty years. \u00a0 Opened\u00a0in multiple phases,\u00a0throughout late\u00a0October of 1979, the Mission Viejo Mall was a $65 million project developed by the Edward J.\u00a0DeBartolo Corporation, to serve\u00a0an increasingly affluent and expanding southern Orange […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,8],"tags":[],"class_list":["post-348","post","type-post","status-publish","format-standard","hentry","category-history","category-theatre"],"_links":{"self":[{"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/posts\/348","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/comments?post=348"}],"version-history":[{"count":2,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/posts\/348\/revisions"}],"predecessor-version":[{"id":352,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/posts\/348\/revisions\/352"}],"wp:attachment":[{"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/media?parent=348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/categories?post=348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cinelog.org\/cinelog\/wp-json\/wp\/v2\/tags?post=348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}