Rialto, Cranford Theater To Become Digital Entertainment Centers

Moviegoers in Westfield and Cranford will have a new selection of weekday entertainment options under plans outlined Monday morning.

Bud Mayo, the chairman/CEO of Digital Cinema Destinations Corp., held a press conference in front of the Rialto to announce his purchase of the Rialto and the Cranford Theater and his plans to convert them into the building blocks of his nascent digital media company.

Mayo is planning to convert the two theaters into digital cinemas, which will include a variety of new programming options during the week. He said the theater will be able to showcase concerts and sporting events from other states and countries, along with a variety of other programs.

"We still play movies, but we will add another dimension," he said. "That dimension is a choice for consumers."

Joined by Cranford Mayor Mark Smith and Westfield Councilwoman Joann Neylan, the town's acting mayor, for the announcement, Mayo outlined that he expects the two theaters to work in tandem in developing programming and movie selections. This will include continuing the Rialto's trend of showing family friendly movies and the Cranford Theater's practice of showcasing more adult friendly movies, including independent and art house films.

Mayo said the new digital media will be able to bring televised concerts, events and shows to the two theaters during the off hours, which he said include weekday afternoons and other downtimes. He said this will allow for more consumers to fill the seats and provide more entertainment options in the community. Mayo said the new digital option will allow for more theaters to opened up for a movie if a larger than anticipated crowd attends.

Mayo said the bulk of the company is to bring more people into the theater and he said he hopes the theaters will become part of the local communities. He said the theaters will be utilizing social media heavily for advertising and the theater managers will be part of the local community, including operating online polls to drive movies screened at the two theaters. He said it is possible for him to utilize the theaters to help cross promote the theater with local events.

In addition, Mayo said he is planning weekend morning cartoon programs for kids in town, complete with a parental analysis of the cartoon being showcased on his company's website. He said the website will be used to poll the Westfield and Cranford communities about the types of entertainment to showcase at the theaters.

In addition to purchasing the two theaters, Mayo said his new company will be headquartered at the Rialto as he aims to bring digital theaters to other locations around the country. Mayo did not say how long he intends to headquarter the company in Westfield, but said he expects it to be for several years while his company grows.

Mayo said he expects to be moved into the new office space by the end of October and then will have the new equipment installed in the theaters by the end of November.

The local officials in attendance were enthusiastic about the changes to the movie theaters.

"We are thrilled, we will retain the hometown feel of the Rialto," said Neylan, who was serving as acting mayor in the absence of Mayor Andy Skibitsky.

Smith echoed the same comments as Westfield's acting mayor.

"I am thrilled, excited and overjoyed," he said. "This sends a message that downtown Westfield and downtown Cranford are alive and well. They will give people additional to stop."

The top economic development officials in Westfield and Cranford said they are in support of the new project, citing the long-term economic potential for the entire downtown district. The pair noted that this will bring new entertainment options to the downtowns and also serve as a benefit with new theater goers coming in from out of town.

"It is a great economic engine for our downtown," said Downtown Westfield Corporation Executive Director Sherry Cronin, who was joined by Cranford downtown chief Kathleen Miller Prunty. "People can come to see a movie or a different event option and then go to a store or restaurant."