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Media Gets Sneak Preview Of New Sundance Theater

New Theater To Open In May

Updated: 6:57 pm CDT March 21, 2007

While it's still months away from opening, the local media got its first peek on Wednesday inside the new Sundance Cinema 608, which is set to open at Madison's Hilldale Mall this spring.

The theater is the first in the nation, and has been developing amid a great deal of secrecy. It has essentially replaced the now-shuttered Hilldale Theater.

Out front of the still-under-construction theater, there's a replica of the rock that sits outside Robert Redford's Sundance Institute in Park City, Utah. Inside, though still a work in progress, is a movie theater like no other, WISC-TV reported

"This is actually a destination," said Nancy Gribler, vice president of marketing for Sundance Cinema. "It's not just a movie theater. So while we will be playing the finest art, independent and world cinemas here, we'll also have a restaurant. We'll have two bars and we'll have a cafe."

Upstairs on the second floor, there will be a full-service restaurant and bar. Patrons won't have to go to a movie to enjoy a meal at the restaurant. Gribler said that they hope all that the theater offers will inspire movie-goers to make it a regular hangout.

"People often need a third place," she said. "So you've got your home and you got your work and you need your third place. And the destination makes it so that you can decide you want to see a movie, but you can make a reservation and reserve your seat, not just the movie. You can then be comfortable to go to dinner at our restaurant. You can watch the movie. Yu can come back and do a little retail shopping and perhaps, have a drink."

Madison is the first city selected by Sundance Cinemas as a site for its emerging national movie chain. Another one will open in San Francisco this summer.

Gibler said that Madison was selected for a specific reason.

"There's a tremendous interest in art and independent film here and we've watched Madison for years and years to see … how people are around art and independent film and people love it," she said. "And the interest level, since we've announced, has been tremendous and people are very excited we're here. So this wasn't happenstance."

"There's a lot of science that goes into building a movie theater in general, but when you start to get specific building an art and independent cinema, you need to make sure the audience is there and the audience is here," she said.

In the building, there are six movie screens in all with stadium seating and extra-padded chairs that rock back and forth.

"There's no place in the country that's exactly like this," Gibler said. "There are certain elements that come in and out, but there's no place like the Sundance Cinema 608."

The theater officially opens on Friday, May 11, with three benefit events leading up to it. On Sunday, May 6, there's a benefit for the Chazen Art Museum. On Monday, May 7, there is a benefit for the Wisconsin River Alliance. On Tuesday, May 8, there will be a benefit for Outreach.

All organizations were picked by the Sundance Corp. for their contributions to the arts, the environment and society, WISC-TV reported.

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