Gerrard Cinema reborn as the Projection Booth
The Gerrard Cinema is dead. Long live the Projection Booth! Although a number of details have yet to emerge about Toronto's newest addition to the rep cinema scene, the good news is that projectors and signage are reportedly being installed today in anticipation of a soft launch next week. As we reported back in December 2009, the cinema had previously fallen on hard times with dwindling attendance and overall community interest, but talk of a revitalization effort appears to have come to fruition thanks to the Studio Film Group, which lists the theatre as its latest venture.
Previously focused on South Asian films, if the new logo is any indication, the Projection Booth will offer a wider variety of programming than its predecessor under the general designation of indie cinema. Also noteworthy is that nearby Grinder Coffee will handle the concession stand.
I'll share more details as I have them. In the meantime, check out the Projection Booth's Facebook page for the latest developments.
Update: 6:00 p.m.
Here's some more information about the Projection Boot, courtesy of Jonathan Hlibka, CEO of the Studio Film Group:
And here's a sneak peek at some of what the Projection Booth has planned:
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