Brandon Hernández 5 p.m., April 24
AMC Palm Promenade 14 (Marked Down from 24)
The AMC Palm Promenade is one of the few theatres in San Diego county that I have yet to visit. The venue, located at Palm Avenue and I-805, opened its doors in September 1999. Their two big houses, (auditoriums 12 & 13) are said to be among the largest in San Diego County.
A colleague visiting the Promenade detected a bit of false advertising, noting that the theater now houses only 14 screens, even though the 24 stays on their name.
A call to the theatre proved fruitless; management is under strict orders from the top not to speak with the press.
It appears that AMC is their own worst enemy. The subsequent openings of the AMC Otay Ranch 12 in Chula Vista and National City's AMC Plaza Bonita 14 took a huge bite out of the Palm Promenade's business.
The IMAX screen and the addition of 3D didn't help. According to a fellow theatre-tracker who asks to remain anonymous, "AMC has been running (the Palm Promenade) as a 14 plex, walling off the north wing of the theatre, for the better part of the past year. They are looking for a retail outlet to take over the space occupied by the 10 auditoriums."
Sadly, this is not the first theatre forced to shutter several of its screens in order keep afloat. The upstairs auditoriums at Readings Gaslamp 15 are frequently dark during weekday hours of operation.
More like this:
- Horton Plaza 14: And then there were 7 — Sept. 24, 2012
- These Are a Few of My Favorite Screens — May 17, 2012
- San Diego's 10 Best Movie Theaters — May 16, 2012
- Free Advance Screening of Footloose Friday at Edwards Mira Mesa — Sept. 27, 2011
- Harry Potter Marathon at AMC — July 7, 2011