Photograph by Jacqueline Ramseyer
Movie Man: Paul Gunsky has been working at Campbell's Plaza 4 Theatres since he was kid.
Silver Screen Saver
The Gunsky family has been bringing affordable movies to Campbell for nearly a quarter century
By Suzanne Barnecut
Paul Gunsky was 12 years old when he first mounted a step stool to thread film through a projector at the Campbell Plaza Cinema his father, Jack, owned since 1966.
"I was kind of weaned on a popcorn container," Gunsky laughed quietly. "I remember sitting in my father's office and always being the Monday morning quarterback to his film buying decisions. I used to drive him crazy, but I think he enjoyed it."
Movies were always a family affair in the Gunsky family, and though Jack passed away two years ago, his legacy continues as Paul, the youngest of four children, has taken over as president of Campbell Plaza Theatres, Inc., one of the last independently owned movie theater companies in the South Bay. Seemingly in the shadow of the new multiplexes springing up, the Plaza 4 Theatres in Campbell, the Alameda Cinema 5 in San Jose, and the Cabot Cinema in Castro Valley remain committed to making movies an affordable, friendly experience for the entire family.
"Our biggest challenge the last few years has been keeping up our theaters," Gunsky commented. "But we made a decision not to fall behind the times. We don't have any illusions of being the next AMC Theatres, but we are happy doing what we do and hope the community keeps supporting us."
Over the years the Gunskys have been able to steadily expand. They added a second screen to the Plaza in 1969, and both theaters were later split in half to make the Plaza Cinema the Plaza 4 Theatres. Though a theater with only four screens seems a rarity now, all four are roughly the same size and seat approximately 290 guests.
The Gunskys purchased the Almaden theater in 1971 as a twin theater, but it now houses five screens. It was renovated in 1998 to include competitive upgrades, such as new seats with cup holders and carpeting, the addition of a handicap area, a larger screen, better projection system and digital sound. The Plazas are just wrapping up similar renovations.
Photograph by Jacqueline Ramseyer
Big Reel: In the projection room, Paul Gunsky threads the reel for a 7 p.m. showing of "The Perfect Storm." Having grown up in a movie house, Gunsky says he knows the workings of a theater inside and out.
The Chabot Cinema was acquired in 1995, and it remains an old-fashioned single screen theater, though it uses state-of-the-art projection equipment. Gunsky claimed it's worth a drive to see this theater.
"Most people are pretty jazzed," Gunsky said of the renovations. "They notice the difference."
Aside from family ownership, longevity and smaller size, the other unique aspect to the Gunsky-owned theaters are their low prices. Until last year, all three were intermediate theaters, meaning that they screened movies in the interim period between when a first-run theater takes a new film down and before it hits the shelves of Blockbuster. Last year, however, the Plaza 4 Theatres became first-run theaters when Gunsky saw a demand in the community to be able to see movies sooner, rather than cheaper.
"Our roots are here in Campbell," Gunsky explained, "and we've added a lot of equipment the past year, but we've really focused on being a family, neighborhood theater by keeping prices at a family value so families can come without stopping at a bank first."
The Almaden's top price of the day is $3.50, and that's for a double feature. It's cheaper even than renting one movie at the video store, and students, seniors, and children get in for $3.00. All theaters also practice $2.50 Tuesdays, which speaks for itself. Paul Gunsky isn't in this to make large profits.
"I just want to keep the theaters open and going," he said. "I'm as excited today as I was then. We are happy doing what we do and hope the community keeps supporting us. We've been called the 'Best Kept Secret of the Silicon Valley' and I'd like the secret to get out! We rely on word of mouth."
That, and steady patronage from returning customers. Gunsky explained that with such a busy job and housing market in the Silicon Valley, new people are constantly moving into the area, but remain unaware of the "neighborhood treasures" like the local movie theaters.
Cheap Seats: Plaza 4 distinguishes itself where customers notice most: at the box office. Tickets are $3.75 during the day and $6.50 at night. On Tuesdays, tickets are only $2.50.
Photos by Jacqueline Ramseyer
Ron Szalay has known the Gunsky family for over 20 years and has managed theaters in San Jose, including the Plazas, for almost as long. He currently runs the Almaden 5. And his longtime love of the movies shows in the depth of his knowledge about cinema. He has kept track of every movie that has ever played in the entire Bay Area.
"Some people keep baseball or football statistics," Szalay said proudly, "but I can tell you what movies opened in San Francisco ten years ago."
The theaters employ about 50 people, though most are part-time employees--with the exception of the full-time house manager, like Szalay, and a few assistant managers.
"I love showing movies to the people," Szalay said. "After I start the movie I walk down the aisle to hear the people laughing or crying. That's the best part."
The Almaden, as an intermediate theater, gets its movies about four weeks behind, though the length of time fluctuates depending on box office success. He wasn't able to get Mission Impossible: 2 until eight weeks after it opened, but he says that although customers do have to wait a little, they can see a double feature. The Almaden 5 gets its movies after the Capital 16 and Oakridge 20 theaters are done showing them.
"We try very hard to talk to all our customers," Szalay said. "We try to make it like it used to be with showmanship and by putting a little personality into it."
Sugar Fix: Erica Perez and Chris Espinoza stock up on goodies at the concession stand.
Photos by Jacqueline Ramseyer
At the Plaza 4 Theatres, the staff are cleaning the empty lobby and giving one other dance lessons. All four theaters are showing films, but it's mid-afternoon on a weekday, and quiet.
In the projection room upstairs, Gunsky shows off his new equipment, which, though it brings the theaters right up to current standards, still looks like an old machine.
Gunsky threads a film. Movies used to come in large metal film reels. Today they sit atop large "platters," which are disks more than three feet in diameter that lie flat and wind film from one side to the other. The threading process is intricate and very much like the beginnings of a spider web as the reels slide through and around and above various parts of the camera and projection system. Gunsky says that a good threader will check three times to make sure the film has been properly inserted.
The film shows through a port frame, repositioned for optimum viewing angle, and better viewer comfort. The new projection systems are big metal boxes that house both digital and back-up analog sound. From the projector the operator is able to easily see that all components are working properly and are in-sync with one another.
As Gunsky finishes threading the projector he stands still for a minute and reflects.
"I always try to say 'What would Dad do?'" he remarked. "He was not only a terrific father, but a terrific businessman. Even with all our improvements, it's still the same business. We're still lowering the lights and projecting film onto a screen. Hopefully people will leave with the appropriate emotion the movie is meant to convey."
The Plaza 4 Theatres are located at 2501 S. Winchester Blvd. For showtimes, visit www.moviebargain.com or call 408.378.2425.
Campbell, California
