2023-09-20 17:46:00
The cult cinema is to be reopened as a cinema that can be booked via an app, with a living room atmosphere included.
“The cinema has to be something completely different,” explains property owner Ferdinand Morawetz motivated. The Salzburger would like to reopen the cult cinema on Lehener Brücke, but as a smaller, more exclusive and cheaper option with European films and free popcorn for the price of five euros. In terms of space, only cinemas two and three remain from the former Elmo cinema, the rest is rented by fitness operator John Reed.
Further cultural formats for the Elmo cinema
But he doesn’t find that annoying. He wants to think regarding cinema differently, open it up to other cultural formats and bring people back once more. Cinema tickets, drinks and popcorn can be booked using a specially developed app. Therefore, there is only one employee who manages the entrance and the bar and brings the booked food to the square. “Cinema has to make you feel at home,” says the entrepreneur.
A few armchairs and a lawn
That’s why he wants to create a comfortable interior with legroom, a few armchairs, tables and a lawn, all sustainably made from recycled materials. Regionality is important to him in the new implementation, which he would like to tackle as soon as possible. That’s why he’s currently looking for an Austrian corn farmer for the Elmo cinema popcorn. When it comes to drinks, he relies on Stiegl and Red Bull. In addition to the cinema, Morawetz also wants to organize other events such as concerts, theater and dance. The new cinema should then pay for itself through the event revenue, and he would pay the rest.
Morawetz took over the cinema from his father
In Salzburg, Ferdinand Morawetz is also associated with the film “Knight and Day,” which he brought to the state capital. His story is even more complex. The son of Elmo cinema founder Alfred Morawetz actually wanted to become a hotel manager. However, things turned out differently. After his father’s heart attack, he took over the cinema and the adjacent discotheque “Hexenturm”.
Employee of Disney for 18 years
He later met Warner Brothers European boss Frank Pierce, to whom he owes a lot. “He showed me the way,” says Morawetz, who came to the United States through Pierce. Morawetz worked in a managerial position for the major Disney corporation for 18 years. He is still a Disney member today. Morawetz still has creative ideas today. “It’s not called ‘Dream works’ for nothing.” A book on the Morawetz family history will also be published soon.
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