While the theatrical experience may be struggling in many regards, the city of Norwalk, California has reason to rejoice as a brand new movie-house is set to open on August 2. Milagro Cinemas features 4K Laser projection, Dolby Atmos Sound, luxury recliner seats, and even motion seats for those “Twisters” fans out there. Moreover, the theater will be focused on centering first-run movies, indie films, and other content from Latino filmmakers.
Entertainment executive, community activist, and producer behind films like “Selena,” Moctesuma Esparza knows a thing or two about the importance of the cinema. Translated from Spanish to English, “Milagro” means miracle and that’s exactly what Esparza intends to deliver to the Latino community of Norwalk and beyond through this theater. During a recent interview with KCAL, he says he founded it in part because he knows Latinos “go to the movies more than anyone else.” However, he also shares that theater chains have yet to cater specifically to their communities.
“When I was doing the preparations for the premiere of ‘The Milagro Beanfield War’ and then again ‘Selena,’ I went to every city in the United States — major city — looking for places to have a premiere and there were no movie theaters in any Latino community of the United States,” Esparza said. “And I grew up going to them — I could walk to three when I was a kid — so I saw a huge opportunity because I know our community loves movies. The Motion Picture Association documents that we’re about 130% over index compared to everyone else. We’re 25% of the national box office, yet we’re only 19% of the population.”
To set his cineplex apart, Esparza is also offering tacos, burritos, and micheladas in addition to traditional movie snacks like popcorn, soda, candy as well as alcoholic beverages like beer and wine. This is all part of his plan to create a luxury experience at the theater, one that he’s not worried about competing with streaming over.
“Movie theaters don’t compete with streaming,” Esparza said to KCAL. “Streaming competes with HBO, with Showtime, with network television, with home video. There’s home entertainment, then what you do when you go out. We compete with dining, with baseball games, with picnics, with going to the beach. We compete with what happens outside the home.”
To celebrate its grand opening, Milagro Cinemas in Norwalk will be offering free popcorn and $2 hot dogs, as well as prizes and giveaways, this weekend only.
