Embassy Cinema proves to be a success story

17 – 23 January 2001

By Nadine Brincat

The Embassy Cinema has exceeded its estimated target, since opening on 11 November 2000, according to Andrew Attard, Embassy Cinema Manager.
Mr Attard said that one of the most popular films is 102 Dalmatians, starring the famous puppies and an excellent Glenn Close as the evil leading lady.
Castaway, with the Oscar winning actor Tom Hanks is expected by many to be the film of the year, with some observers estimating it might give Titanic a run for its money in terms of popularity.
Mr Attard believes 2001 should be a brilliant cinema year, with films like Jurassic Park 3, Unbreakable and The Mask 2 coming soon.
"The Embassy complex provides the public with a choice in cinemas," he explained. "Being in Valletta has its advantages over other places because other complexes have parking problems which are far worse than those encountered in the city."
Mr Attard mentioned that parents with young children were more likely to take this into consideration when visiting an entertainment centre.
"Whereas all the formats and profiles of other cinemas are alike, we provided the public with a new choice in style," he said.
Mr Attard explained that the Embassy caters for a varied clientele, with a diversity of shops and outlets, selling different brands.
All the screens at the Embassy Cinema are provided with Dolby Digital and SDSS (Sony Digital Surround System), which adds clarity of sound and effects, providing the audience with the ‘being there' feeling.
The cinema is also equipped with stadium seating and inlets for wheelchairs in every row.
The Embassy cinema caters for around 1,000 seats, including the inlets and the six screens, the largest of which has 280 seats.
When asked whether the complex may be having a negative effect on other shops in Valletta, Mr Attard said shops have their own targets and loyal customers, whereas clients tend to go for brands.
"The complex aims to emphasise and complement the beauty of Valletta," he said. "We are not out to change the city, but it is time to awaken the sleeping beauty."
Although the cinemas form an independent company, it is amalgamated with the Embassy Complex, which allows patrons to make use of the bars and amusement games within the complex.
Mr Attard said that he wanted to portray the concept that the Embassy is a ‘going out' place, which caters for different groups, "People can come and watch a film, and then stay here to get a drink, or watch a football match," he said.
He stressed that service is an important feature for the company, following three basic rules; the customers are always right, service with a smile and fun is a must. Staff are fully trained in accordance with the highest standards, paying careful attention to detail, from hangers on the bathroom doors to well-equipped concession areas.

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