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The guy in charge
In my day, we threw ice, not water
By Heidi Masek hmasek@hippopress.com
Cinemagic’s new Hooksett cineplex will be the largest theater James Pinard has managed. His last job was managing Cinemagic’s Merrimack 12. I worked for Pinard 10 years ago at Canad Cinema at the Nashua Mall. The theater has since been demolished. Under the watchful eye of Zyacorp marketing director Bob Collins, I spoke with Pinard about his newest assignment.
Q: When did you start working in movie theaters?
1982, June ... this will be my sixth [theater] with the same owner.
That’s loyalty.
I had a sabbatical for two years with Hoyts. Canad sold out so the owner I was with forever, they sold. You remember the Canad theaters.
Yeah, I was really upset about wearing those red vests. What kind of changes have you observed in the industry since you started?
Well, let’s see, since 1982, a lot. Going from the seating in the theaters, to the actual food menu, to selling alcohol in the theaters during sporting events, concerts. [Bob throws in digital cinema and stadium seating.]
What’s your ideal movie theater experience?
Customer service would be number one for me. Ideally, being treated well, the quality of the service that I receive all the way from the box office that sells me my ticket to exiting the theater. People saying, “Hey, have a nice day. Did you enjoy your show?”
Food quality, of course, is important.
Did you get to have a lot of input in the design of this theater?
I did not have a lot of input, no.
Nobody cares what James Pinard thinks?
No, absolutely not. Bob, I have no input here, look around.
[Bob points out that Pinard gave input regarding Merrimack and Westbrook theaters, which was incorporated at Hooksett. Pinard says Autofry and an automated bathroom sanitizer were his ideas.]
What did you want?
Just bigger storage rooms, closet areas, inventory supply rooms. But Bob is right, I did have some suggestions. Some came to fruition, some did not. But overall, in the overall scheme of this building, maybe I have a half of a percent.
I’m just saying, when I worked for you in a four-theater Canad ... you know, this is quite a change, so I’m thinking you must have added something.
What do you think I am?
A genius.
What has Bob told you that I am, I’m wondering?
Bob hasn’t said a darn thing. He said, “Do you know James Pinard?” and I said, “Oh goodness, yes.”
That’s exactly how Bob said you said it too. For some reason you were excited about that. Do you need a part-time job?
What’s the oddest thing you’ve seen patrons do when a cult movie is showing?
I’ve seen some dressing up. For example — Harry Potter, you’ll see wizards and witches. I’m not really sure I find that odd, though ... I find that adventurous and passionate. Those people are just wearing their Harry Potter passion on their sleeves. They don’t care what people think. I’m not sure I would say that’s odd ... Guys going in the ladies room, that’s pretty odd. Happens all the time.
What do you think the IMAX will do for Cinemagic?
I believe we’re on the map as it is, but I believe this will put us over the top, being exclusive to New Hampshire and Cinemagic. Just the IMAX experience in itself will be incredible for us. I believe we’re already on the top as far as movie theaters in New England, but this will put us over.
How big is the screen?
The IMAX screen? I’ve been given pretty much three or four different dimensions in the last two weeks. I was told originally that it was eight stories tall. I do not believe that to be true.
I think that’s the total they can be.
Yeah, this one is not. [Bob says it’s about 3,000 square feet, about twice the size of a regular screen.]
What’s the difference between IMAX projection and regular projectors?
I have actually been trying to train today.... The film is 10 times the size of 35 millimeter film.
Is it a lot different for you?
It’s extremely different, yes. Where traditional 35-millimeter film uses sprockets to guide the film through the gate, soundheads, etc., this uses a vacuum, kind of a press-up-against-the-glass technique to freeze the film in the gate.
Is it easier or harder to use?
It is a lot harder, at this point.
What’s your favorite thing about working in movie theaters?
The people. Between employees, customers — just the interaction.
[Bob: Hockey games.]
I don’t know what he’s talking about...I am a professional.
[Bob: Water fights.]
I don’t know what he’s talking about, again...
What’s your favorite movie so far?
My favorite movie in the whole wide world, believe it or not, is Pulp Fiction.
No, not Slap Shot, Bob, I’m not all about hockey. OK. Only 90 percent. I have 10 percent for other stuff.
What film character do you most identify with?
I would go with the Austin Powers-type character. Just...off the wall, off the hip, stuff he says makes no sense. Don’t retain anything he says. That’s me. So right now, you shouldn’t even be writing this down.
Why is it that tickets and concessions are generally expensive?
We have to pay the bills. We have to pay the bills. It’s expensive to run this building. And compared to other entertainment values, we’ll just say a Red Sox game, you’re spending for a family of four to go to a Red Sox game, parking, a couple hot dogs, $200. Parking could be $50...
How many people will you have working here?
We’ll have 82 on our original staff including managers.
What are some secrets to supervising dozens of often adolescent employees?
I don’t really have a secret. I am who I am. You get what you get. … I’m not a yeller. I’m not a screamer. I think the kids respect that you can just talk to them. If I am going to talk to someone in, well, I won’t say a harsh tone, but just, say, trying to correct something, I’ll pull them aside. Which you probably know. I probably pulled you aside at least a dozen times that I can think of.
I did nothing wrong. Are you kidding me?
Right, right.
Just a firm believer that we all breathe the same air, we’re all trying to get along our path of life. No reason for screaming at people. Gets you nowhere. It really doesn’t. And I had to learn that. I had my moments of screaming here and there, in the early days. Late ’80s. I decided it didn’t get me anywhere. I realize people aren’t trying to make mistakes. They just make them.
Were you upset that one of the former theaters you managed was turned into a Bugaboo Creek?
No. Not at all. Did you cry? Don’t lie to me. Do you go there and eat? It’s actually — our theater is the Wendy’s, it’s not Bugaboo Creek. But no, I did not get emotional. But that was a great crew we had.
Have any of your employees been nearly as entertaining as the Canad crew of 1996 and 1997?
My staff in Merrimack is absolutely hilarious. The staff in the Hooksett, during my two-year sabbatical, was the most amazing staff in the world. And I’m sure that my new staff here in Hooksett will be just as energetic, happy.
So make sure you take that with you. This is going to be a happy place to see movies. .
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