Act III Theatres

From the Audiovisual Identity Database, the motion graphics museum

Background

Act III Theatres was an American theater chain with multiplexes located in Texas, Oregon and Washington. They were founded in 1986, with the acquisition of Santikos Theatres in San Antonio. Television producer Norman Lear owned a controlling stake in Act III Theatres through his company Act III Communications, which also licensed the use of the logo for his company in 1992-1994. Over the years, they have made multiple acquisitions such as purchasing Santikos Theatres in 1986, Luxury Theaters in 1988 from Tom Moyer, and Presidio Theaters in Austin. They also bought theaters from other chains such as AMC's in Austin and Cineplex Odeon's in Oregon and Washington. By 1997, they were the 10th largest theater chain in the United States. In October 1998, KKR acquired the company for $323 million and would combine its theater operations with Regal Cinemas through an acquisition.


1st Opening (Red Car) (Spring 1994-Spring 1997)


Visuals: The screen moves to the right of a city building, revealing a red hovercar on a road. The hovercar drives to the right and towards a city in the evening sky. The sky turns dark as the car enters the city and a "CITY CENTER" sign moves to the right. There is a first-person shot of the car going under two overpasses. The screen shows a bottle-shaped Coca-Cola Classic building with a Coca-Cola cup on top. The car moves around the building and to the right. As the car enters a tunnel, lightning strikes some popcorn in a bucket off a Vogel Popcorn billboard; the popcorn fades back in shortly. The car moves towards a road leading to a large Act III theater. As the screen zooms to the Act III logo on top, "OUR FEATURE PRESENTATION" scrolls to the left and stops under the logo.

"Coming Attractions" Variant: Against a black background dotted by yellow lights, there is a glass display with the ACT III logo on top, "Presents" (in green) underneath the logo, and "Previews Of Coming Attractions" (with the letters purple/orange) filling up the rest. The display flips upward to center itself and is surrounded by a pair of spotlights.

Technique: CGI by SmithGroup Communications, produced and directed by Randall Blaum, who was also vice-president of marketing at Act III. Craig Paup animated this opening with an Amiga computer, a Video Toaster Flyer, and LightWave 3D software.

Audio: Starts with the sounds of a car starting, then a triumphant brass fanfare composed by Cal Scott with sci-fi sound effects scattered throughout.

Legacy: Act III failed to make this project work-for-hire, resulting in SmithGroup making very similar openings for GKC Theatres, Brenden Theatres, and AmStar Cinemas (although in AmStar's case, there are no cars, just the camera flying over the city).


2nd Opening (Spring-Summer 1997)

  • The finalised logo.

    The finalised logo.


Visuals: It starts out like the Dolby Digital "Egypt" logo. A THX logo (with "LUCASFILM LTD." above it) appears in place of the Dolby Digital logo, which is engraved on the floor with "PRESENTED IN" above. Then it fades out, and a gold Act III Theatres logo with "FEATURE PRESENTATION" below it fades in and out on a black background as a shine passes it.

Technique: Nearly the same as the Dolby Digital "Egypt" logo.

Audio: Same as the Dolby Digital "Egypt" logo.

Availability: Shown on Act III's Dolby Digital-capable screens.


3rd Opening (Spring-Summer 1997)


Visuals: The Dolby Stereo "Temple" logo is shown. Afterwards, a silver Act III Theatres logo with "FEATURE PRESENTATION" below it fades in and out on a black background as a shine passes it.

Technique: Same as the Dolby Stereo "Temple" logo.

Audio: Same as the Dolby Stereo "Temple" logo.

Availability: Shown on Act III's stereo screens.


4th Opening (Spring-Summer 1997)


Visuals: The screen fades into a mountain landscape cloaked in shadows. The shadow slowly dissolves to reveal the text "Previews of Coming Attractions" or "Feature Presentation" etched into the rocky surface. The shadow further dissolves to reveal the Act III logo in gold standing on a rock just in front of the mountain, with a second (smaller) rock seen to its right. The opening then fades out. This was also used alongside the 3rd and 4th logos.

Technique: CGI.

Audio: A light string fanfare.

5th Opening (Spaceship) (1997-1998)


Visuals: On a black background, a small satellite flies past the screen to the left, going behind a larger satellite branded with the Act III Theatres logo. The screens zooms into the space between the first two Is. Next, there is an array of small stages and the screen passes through the nearest stage's curtains. Three red, pink, and purple rings are passed through, and then the screen hits a satellite displaying a Dolby Digital logo. A THX satellite zooms away from the screen and disappears behind the Act III Theatres satellite, with "A HARD ACT TO FOLLOW" below the logo and "OUR FEATURE PRESENTATION" above it.

Variants:

  • The Dolby Digital satellite displayed a Dolby Stereo logo on stereo screens.
  • An edited version of this trailer was made for Mexican theater chain Cinépolis, with a different color scheme and with the Dolby Stereo Digital SR and DTS Digital Sound logos appearing instead of the Dolby Stereo and THX logos. The slogan also says "Una experiencia simplesmente espetacular". SmithGroup also made a version of their Regal Cinemas trailer for Cinépolis, before making an original trailer for them later on.

Technique: CGI, intentionally simple so as to focus attention towards the soundtrack. Produced and directed by Randall Blaum, and animated by SmithGroup Communications.

Audio: A mix of brass fanfare and sci-fi synth, with whooshes and a guitar sound in the middle. Possibly composed by Cal Scott. Unknown for the coming attractions variant.

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