-By Andreas Fuchs

The Astor Film Lounge in Berlin

Catching up with one of the countrys most innovative exhibitors six-and-a-half weeks later (www.astor-filmlounge.de), all the stress from the 100-day, 3 million (US$3.82 mil.) overhaul of an abandoned 1950s boulevard-beauty-turned-quad seems to have disappeared. Like our Astor Lounge cinemas in Berlin and Munich before, the Residenz has been a huge success, Flebbe enthuses about the newest of his upscale theatres. I really think it is one of the most beautiful cinemas I have ever built.

Whereas Astor @cinema lounge is located in Munichs famed Hotel Bayrischer Hof, and the next site will revive the former IMAX and CineMagnum screen at Zeilgalerie Frankfurt this July, the Residenz has more in common with the first Astor Film Lounge in Berlin. Both hail back to the time of tradition-defining moviegoing, as Flebbe calls the first cinemas of the post-War period. Back then the emphasis was on creating beautiful dcor and ambiance that enhanced the experience of going out to watch a film.

While redesigning the main Residenz auditorium, from 820 seats at one point to 280 leatherette reclinerscompleted by double armrests, tables with footrests and legroom to sparethe dcor was inspired by Phillippe Starck. We borrowed some of his design ideas, Flebbe acknowledges. Capacity of the upstairs screen, which had been added in 1965 as Intimes Theater, was equally reduced to 150 from 365 and is now illuminated with a colorful LED lighting scheme. Transforming the space of a 1970s mini-box of 70 into a club-room library screen with 35 individual luxury seats covered in red velvet encompassed the addition of wood paneling throughout and 60 linear meters of books (197 feet). The people of Cologne totally dig it because of the very private atmosphere, Flebbe has observed. It is very important for us to have the highest level of fit-out and materials. Citing the additional example that the first Astor Film Lounge in Berlin is under landmark protection, we actually played up all the historic elements there, he says. We dont want our auditoriums to be rectangular boxes, with acoustical elements and all technical-looking. We want to build really beautiful Kinos.

When my contract on the managing board of CinemaxX expired, Flebbe continues, explaining how the idea of film lounging came about, I decided to do something that I would really enjoy doing. Assuring that he has nothing against CinemaxX or any of the other multiplexes, Flebbe qualifies that 20 years ago they certainly did away with the shoeboxes and split auditoriums of the prior era. Multiplexkinos represented a truly new experience. Their large screens, excellent sound, stadium seating and spacious lobbies attracted everyone back to the cinema, not just the younger generation.

Flebbe feels that subsequent market developmentssuch as over-screening, expensive real estate and construction agreements, along with lack of funding, pressure from banks and the likemade investments in upkeep and further innovation scarce. It was all about saving money to make it work, he says of the experience not just at CinemaxX but by pretty much everyone else in the German exhibition industry. Having founded the company and being on its board, I always defended multiplexes and their mass appeal. 1.5 million admissions are a great success for any given theatre, but, with that, an individual guest could not really be the front and center of the operation. Consequently, he opines, the older generation stayed away once again. Going to the multiplex became a very stressful experience, not one to fully enjoy. Kino was dead for them, he summarizes. They preferred the comfort of their homes.

Not surprisingly, those comforts were among the first amenities that Flebbe decided he had to emulate as part of the Astor experience. When developing the concept, I was originally thinking about what I would like it to be like when I go to the movies. It had to be at least as comfortable as in my home where I dont have to look for parking first, where I dont have to wait in line and where I can put up my feet if I want to. My wife may even bring me a beer, he adds with a laugh. When the lease for the Film-Palast in Berlin became available, Flebbe seized the opportunity and redid the single screen to his very liking, launching the Astor Film Lounge in November 2008. Our guests tell us over and over again that, after having experienced the Astor lounge offerings, they wont be going back to the multiplex.

After the uniformed doorman has greeted them upon arrival, guests find a coat check at their disposal. Waiters and waitresses offer them a selection of welcome cocktails served on trays throughout the lobby. From a business standpoint, Flebbe admits, it is not necessarily the smartest idea, because for many people one cocktail is quite enough. But it really creates such a welcoming atmosphere and elevates the experience. People are always very surprised when they come to us for the first time. Further on that note, Astor Film Lounge has brought back the good old-fashioned ushers from yesteryear, who do indeed accompany our guests to their seats, and, yes, with flashlights too, he promises.

During the pre-show of no more than 20 minutes, including short films sometimes, and relatively few ads, guests can order a variety of beer, wine and drinks accompanied by small food items. Antipasti, cheese plates, cold meats and more hearty fare are not intended to replace a proper dinner, he notes, but to make that bottle of wine even more enjoyable. During the afternoons, a visit to the Film Lounge is more like going to the Konditorei bakery and caf. Our guests order from a selection at the display case and have their coffee, cake and delicious Torten brought to their seats inside. Flebbe asserts that Astor does not offer warm and smelly meals and that there is no more seat-side service once the curtain has been lowered in preparation for the movie.

Read the original:
Kino deluxe: Flebbe finds success in Germany with upscale film lounges