The infinite crisis of cinemas could be at a turning point. The path was indicated by Rivian which bought a historic cinema to transform it into a gigantic dealership. Actually much more. A mix between cars, Hollywood and coffee because the open space in a extensively renovated historic cinema located in Laguna Beach, California is something never seen before.
A shared space where you can continue watching films, a lounge where you can have coffee, a relaxation area that the electric pick-up car manufacturer uses to sell its cars. This is the purpose with which Rivian purchased the South Coast Theatre, a historic venue, inaugurated in 1935 as the New Lynn Theatre, and restored to its original configuration. The gigantic structure retains, among other features, the lobby area, the marquee, the ticket office, the proscenium arch and the 129-seat theater area. And it couldn’t have been otherwise since the building was added to the National Register of Historic Places in March 2023.
Now, it is clear that the theater’s mission is above all to sell Rivian maxi SUVs, but the revaluation of the historic venue has handed over to the community an old building that was going to waste. And even those who hate the gigantic Rivian and therefore will never ask for technical details or prices – much less want to try it – will appreciate the place because the new frontier of dealers today is not to stress the customer with the classic “can I be useful to you?” or “do you want to see something?”.
The facility will continue to screen films thanks to a partnership between Rivian and the Laguna Beach-based Coast Film Foundation. With an added cultural aspect: we will not screen popular films but independent, author films, in particular those that highlight topics related to life in the open air. And even the café bar will only serve a selection of pastries and drinks made by local artisans, while Orange County-based Almond Surfboards will display its surfboards.
In short, the festival of political correctness. Polar bears say thank you. The automotive world is truly changing.
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