General Cinema

General Cinema Corporation, also known as General Cinema, GCC, or General Cinema Theatres, was a chain of movie theaters in the United States. At its peak, the company operated about 1,500 screens,^[1] some of which were among the first cinemas certified by THX. The company operated for approximately 67 years, from 1935 until 2002.

GC Companies, Inc.

Trade name	General Cinema (1986–2002)
Formerly	Midwest Drive-In Theaters (1939–60) General Drive-In Corporation (1960–64) General Cinema Corporation (1964–93)
Industry	Entertainment (movie theatres)
Founded	1935; 89 years ago (1935)
Defunct	March 29, 2002; 22 years ago (2002-03-29)
Fate	Folded into AMC Theatres
Successor	AMC Theatres
Headquarters	27 Boylston Street, Chestnut Hill, Massachusetts , United States
Number of locations	66 (2002)
Key people	Philip Smith, founder
Owner	Harcourt General (1993)
Subsidiaries	General Cinema Theatres, Inc. Hoyts General Cinema South America, Inc.

History

The General Cinema Corporation was founded as a drive-in theater in 1935 by Philip Smith, who had previously owned a small chain of silent film theaters. Smith had chosen to open the chain after noticing the increasing sales of local Massachusetts theatres, and the introduction of films that were able to accommodate a synchronized sound and voice track into their reels. Originally, Smith planned to open indoor theatres, but had decided to open a small number of outdoor theatres instead, and later decided to open some indoor theatres as well. The company did not see much growth until 1939, when World War II started, due to heavy sales of news printed on film.

After the war ended, the company had assumed new leadership under Richard A. Smith, who had decided on pushing the company towards indoor movie theaters for all future expansions and had opened the country's first shopping-center theatre, in 1951 at Shoppers World, Framingham, Massachusetts.

Starting in the 1960s General Cinema diversified into other businesses. At times they owned the department store Neiman Marcus, the publisher Harcourt Brace, radio stations in several major markets (notably WEFM in Chicago, KRBE in Houston, WZGC in Atlanta, WGCL in Cleveland, and WIFI in Philadelphia), and TV station WCIX in Miami. For a time General Cinema was Pepsi-Cola's largest bottler and also distributed 7-Up, Dr Pepper and other soft drink brands. They formed a joint venture theater chain with Hoyts, known as Hoyts General Cinema, that had locations throughout South America.

In 1976, the company teamed up with Lew Grade's Associated Communications Corporation to form Associated General Films, which produced films including Voyage of the Damned^[2] and Capricorn One; the partnership ended the following year and ATV's ITC Entertainment subsidiary started financing films on its own.^[3]

In 1986, General Cinema collaborated with Industrial Light & Magic to create the first of several policy trailers. In April 1992, the company collaborated with Lucasfilm to create mascots for the company. Within less than a year, the then-iconic Candy Band was created. Soon after, two more mascots were developed and named Popcorn Bob, and Pepsi Sue. All three developments were used in preshow reels from 1993 to 2002.

In 1993, General Cinema's holding company, by then named Harcourt General, spun off General Cinema as a separate company.^[4] The company suffered greatly when it filed for Chapter 11 bankruptcy in October 2000^[5] and Chapter 7 bankruptcy in October 2001. On December 7, 2001, AMC Theatres agreed to buy GC Companies, Inc. as part of GC's Chapter 11 reorganization plan. The acquisition was completed on March 29, 2002.^[6] With the acquisition, the Credits loyalty program merged into the MovieWatcher network.

The General Cinema Corp. trademark was placed up for auction on December 8, 2010.^[7] In December 2011, this trademark was published for opposition by JTE Multimedia.^[8] On March 11, 2014, the USPTO declared the trademark "General Cinema" abandoned.^[9]

References

1. "General Cinema Corporation: Annual Report, 1991," p. 18.
2. Verrill, Addison (July 28, 1976). "Devalued Pound Brings 'Voyage' In Under Budget; Recalls Nazi, and World, 'Hoaxing' of Jews". Variety. p. 4.
3. "Two U.S. Chains Into Film Finance". Variety. August 9, 1978. p. 3.
4. "Company News; Harcourt General to Spin Off General Cinema". The New York Times. 1993-09-16. ISSN 0362-4331. Retrieved 2019-01-20.
5. "General Cinema files for bankruptcy protection, two executives resign". Billings Gazette. Newton, Massachusetts. Associated Press. October 11, 2000. Retrieved June 20, 2020.
6. "Bankruptcy Court approves AMC buyout of General Cinema ** That means Lehigh Valley Mall theater will be owned by same chain as Tilghman Square 8". 23 March 2002.
7. Racebrook Trademark Auction
8. U.S. Trademark Info on General Cinema
9. USPTO Trademark Status & Document Retrieval (TSDR) on "General Cinema"

• Pruitt, Bettye Hobbs (1994). The Making of Harcourt General: A History of Growth Through Diversification 1922–1992. Boston: Harvard Business School Press. ISBN 9780875845098. OCLC 29595433.