12-screen multiplex to open in Oro Valley

Century Theatres at the Oro Valley Marketplace, 12155 N. Oracle Road, opens to the public Friday.

The Marketplace features stadium seating, a self-service concession stand and 48-inch-wide aisles, similar to Cinemark's El Con and Park Place theaters.

"It's our first theater in Oro Valley and we're so very excited, not only because it's in Oro Valley but because it's such a neat development," Cinemark Vice President of Marketing James Meredith said. "I don't think I'd say it's an underserved market, but there's clearly demand for a theater in Oro Valley."

The Marketplace is the third first-run theater to open in the Tucson area in last 11 months. The 12-screen Tower Theatres opened near Continental Ranch in Marana last December and the Harkins Spectrum 18 followed in May near Interstate 19 and West Irvington Road on Tucson's South Side.

Before that, the last first-run multiplex to open was the Century Park Place 20 in 2001.

"I wish them the very best," said Tower Theatres managing partner Kent Edwards.

Edwards said the Marketplace fills a niche, and at probably 20 miles away is not a direct competitor. "They are probably more a competitor to (AMC) Foothills," Edwards said, adding that the new theater will be nice for people who live in Oro Valley, Catalina and SaddleBrooke.

Still, Edwards said he thinks the Tucson market is now built out.

"I hope it's the end," Edwards said. "There are way too many screens and it's surprising they continue to build. I don't know that we have the population to support these theaters. We'll know in a couple months."

Meredith said Cinemark plans to make the theater something of an art-house destination, much like the Century El Con 20. As long as the market supports it, he said, it will play smaller-budget, indie-style films such as "The Duchess" and "Pride and Glory."

Demand will also help determine whether it eventually joins Cinemark's other Tucson properties in broadcasting the live HD simulcasts of the New York Metropolitan Opera, company officials said.

Plano, Texas-based Cinemark operates more than 400 theaters in 38 states and as well as Mexico and South America.

The Marketplace will open Tuesday for theater employees and their families and Wednesday for a private fundraiser benefiting Catalina Community Services. On Thursday night there is a VIP event that includes a visit from former University of Arizona softball player Jennie Finch. Those events are all closed to the public.

The opening weekend's slate of movies includes "High School Musical 3" and "Saw V."

Look for the theater's first showtimes in Thursday's Caliente.

General admission is $9, with shows after 6 p.m. Fridays and Saturdays $9.25. Matinees, which start before 6 p.m. daily, are $7. Students and military members get in for $8. Kids' and senior tickets are $6.25. And seniors get $5 admission Mondays.

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