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Latino Film Festival finds a new home in Fashion Valley

Hazard Center out, Fashion Valley in

“Let's see what life is like west of the 163.”
“Let's see what life is like west of the 163.”

Over the years, UltraStar Mission Valley at Hazard Center has played host to just about every film festival in town. This week one of its loyalist sublessees, the San Diego Latino Film Festival, announced it would pull up stakes and move to a new home in Fashion Valley. Staring next year, SDLFF will begin calling AMC Fashion Valley their home.

Video:

Andy Griffith: “Down in the Valley”

The hop across the valley opens a floodgate of potential business partnerships. With many more stores and restaurants to work with, SDLFF program director Phil Lorenzo envisions “fashion shows, concerts, tech partnerships, and many other things that simply could not have happened at Hazard Center.”

The fact that UltraStar Mission Valley at Hazard Center still exists is a miracle. First it was to be leveled to make way for a parking lot. Then came talk of an apartment complex and a freeway off-ramp that somehow would have incorporated the theatre. Through it all, the chain has persevered, even going so far as to add luxurious reclining-back seats to all of their auditoriums this year.

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“People have been coming in for years. They know what they like.”
“Let's see what life is like west of the 163.”
“Let's see what life is like west of the 163.”

Over the years, UltraStar Mission Valley at Hazard Center has played host to just about every film festival in town. This week one of its loyalist sublessees, the San Diego Latino Film Festival, announced it would pull up stakes and move to a new home in Fashion Valley. Staring next year, SDLFF will begin calling AMC Fashion Valley their home.

Video:

Andy Griffith: “Down in the Valley”

The hop across the valley opens a floodgate of potential business partnerships. With many more stores and restaurants to work with, SDLFF program director Phil Lorenzo envisions “fashion shows, concerts, tech partnerships, and many other things that simply could not have happened at Hazard Center.”

The fact that UltraStar Mission Valley at Hazard Center still exists is a miracle. First it was to be leveled to make way for a parking lot. Then came talk of an apartment complex and a freeway off-ramp that somehow would have incorporated the theatre. Through it all, the chain has persevered, even going so far as to add luxurious reclining-back seats to all of their auditoriums this year.

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Comments
3

Best of all, they still do Tues & Thurs for $6 bucks. (Not all films, but still..)

Dec. 11, 2014

Like, Scott, does Ultra-Star still show first-run films or just festivals? Moving the LFF should be a blow, no? But it's a good idea to make Latino films accessible in the Fashion Valley Mall where there are lots more of all kinds of people, including Spanish-speakers.

Dec. 11, 2014

UltraStar does indeed show first-run movies, and as Javajoe points out, they have the cheapest prices in town. An opening night ticket to "Exodus" will set you back a mere $8! I think it's a good move for the fest, particularly when it comes to the added exposure the mall's foot-traffic will bring. The Hazard Center Mall is deadsville, but I can't remember the last time I visited Fashion Valley when it wasn't hopping.

Dec. 12, 2014

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