Chicago Tribune (CT) - FRIDAY, July 21, 1995 Edition: NORTH SPORTS FINAL Section: BUSINESS Page: 1 Word Count: 1,132
Gary Dretzka, Tribune Staff Writer.

But this 12-screen multiplex, which wouldn't seem out of place in countless other malls in most American suburbs, represents something quite different here, and the stars-including Michael Jackson and Shaquille O'Neal-came out last month to mark its arrival. Only blocks from the intersection of Florence and Normandie, the epicenter of the 1992 riots in South-Central Los Angeles, the Magic Johnson Theaters are a symbol of hope. Located at the Baldwin Hills Crenshaw Plaza, they are the first such cinemas-clean and comfortable, with state-of-the-art equipment-to be built in this district in memory, and the only first-run house left in heavily populated South-Central since the Baldwin Theaters closed last year.

"I live within walking distance of here and would have to go Century City or Universal City to see first-run movies," said Councilman Mark Ridley-Thomas, who worked closely with former Lakers superstar Earvin "Magic" Johnson Jr. to bring this business to his district. The last new theater near here was several miles away near the University of Southern California a quarter of a century ago.

Ridley-Thomas, sporting a tuxedo for the opening festivities, said the theaters, which had only opened their doors a couple of weeks earlier, were acting as a catalyst in the mall. Stores had reported "increases in business of 25 to 50 percent," he said. The theaters also employ about 100 neighborhood residents.

The multiplex, a 50-50 joint venture of Johnson and Sony Theaters, not only helps fill a void in South-Central, it also is intended to serve as a beacon for other businesses to return to inner-city neighborhoods. Johnson hopes to build similar multiplex theaters in a half-dozen other large cities, including Washington, Atlanta and Chicago-where he hopes to break ground by the end of the year.

"We have two sites we're looking at in Chicago," said Johnson. "We've already been there and met with the mayor. We like the sites and hope to close that deal real soon."

Johnson, a native of Lansing, Mich., runs the Johnson Development Corp. and the Magic Johnson Foundation, which is involved in HIV/AIDS education, prevention and care. His inspiration for the theater enterprise came from his youth when he "would have to walk a long way" to see a movie and "back then, you had the balconies," where black audiences often were relegated.

"I've been going to movies all my life and I'm a big movie fan," said the 35-year-old Johnson. "But, after I retired, I had the time to see what made a movie theater work and what I liked about the theaters I go to. Then I got with a good partner in Sony, someone who knew it would be great business to go into the inner cities."

Nationally, African-Americans make up about 13 percent of the film audience, yet the vast majority of theaters are outside the community. "We're the No. 1 moviegoers of any (minority) group," he said. "But you can't find any theaters in your neighborhood. We'll travel, because we love entertainment.

"That's why our theaters are doing so much business. We have great numbers and, for everybody in the neighborhood, it means more to them than just a theater. It's a pride situation, bringing the community together."

The $11 million facility features an arched-glass, atrium-style "star" design; a spacious art-deco lobby with a large concession island, video monitors for previews, an open manager's kiosk and indoor box-office stations; and a patrolled two-tier parking garage. The theaters seat between 180 and 500 and have rocking-chair seats with cupholder armrests and spaces for wheelchairs.

A large mural in the lobby carries images of Johnson wearing the uniforms of the Lakers, the U.S. Olympic team and Michigan State, as well a suit and hard hat.

Johnson says he will take an active role in selecting films and maintaining the standards of the operation. While the marquee likely will continue to carry the titles of mass-audience films, Johnson said he might take a chance on booking specialty films, such as "Hoop Dreams," which might have resonance in the community.

"I think you have to, because, with 'Hoop Dreams,' there's a special message there," said the 12-year NBA veteran, who also has served as coach and became a vice president and part owner of the Lakers after he retired in 1991. "If we had 'Hoop Dreams,' that movie would have been there for a long time."

Johnson insists, however, that black audiences can't be easily categorized. "Everybody thought (black audiences) would only want shoot-'em-up and action-packed movies," said Johnson, but "Pocahontas" and "Power Rangers" are drawing the most crowds. "On weekends, we're averaging almost 8,000 people, a lot of families."

Security at theaters showing gang-related films, aimed specifically at young, male audiences, has been a concern of exhibitors.

"We researched all the incidents (of violence)," said Johnson. "First of all, they oversold the movies and, so, you've got some mad customers. Then you disrespect the people, like it was their fault you oversold the theater.

"If you respect people, you won't have a problem."

His security personnel have asked customers not to wear gang colors or hats within the theater and, so far, the results have been positive.

"We're getting families, Hispanics and white families from the suburbs," he said. "The media puts fear in people, but now we're getting them. They just want to see the theaters, at first, then they come back. It's been nice."

Johnson, who has some say in the movies to be booked, said he might have to show special favors to friends from his playing days-especially pal Michael Jordan, who recently announced plans for a movie with Warner Bros. that combines live action and animation.

"That's guaranteed . . . in the biggest theater, too," he said, with a big chuckle. "And I'm going to try to get him out here for the premiere. I'll even put in a golf course if I need to."

CAPTION: PHOTO: Brittany Abraham, 5, peeks from behind brother Justin, 8, during the June 30 grand opening of the 12-screen Magic Johnson Theater in South-Central L.A. The former Laker and Sony Corp. have plans for a theater in Chicago. PHOTO: Earvin "Magic" Johnson and L.A. Mayor Richard Riordan hold a 'ticket' during the ticket-tearing ceremony celebrating the opening of the Magic Johnson Theater. AP photos.

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