Magic Of The Rainbow

Magic Time: Tom Hutchinson conjures soothing atmosphere at his Canadian circuit

If it weren’t for the recession, Tom Hutchinson never would have ended up founding a theatre chain. In 1984, his business in Western Canada was experiencing hard times. Independent Theatre Supply’s customers, many of them small-town movie theatres, were going under thanks to a bad economy, which was compounded by the introduction of VCRs and satellite television.

Eager to keep up the market for theatre supplies, Hutchinson went into the business himself, taking over a theatre from one of his former customers. The company spinoff brought audiences back to abandoned movie houses and gave his theatre supply business an important source of revenue. What started out as a way to “keep food on the table” became a budding chain, Magic Lantern Theatres ( rainbowcinemas.ca ).

Today, Hutchinson oversees 17 theatres with 87 screens, which operate under both the Magic Lantern and Rainbow Cinemas banners. His stable of cinemas includes first-run, discount and art/alternative venues. His oldest, the Princess Theatre in Edmonton, Alberta, dates back to 1914, while others are modern, stadium-seating-equipped theatres located in malls. What unifies them is Hutchinson’s philosophy: Moviegoing should be a relaxing, not hyper-stimulating, experience.

If you show up early to a show at the Magic Lantern, you don’t have to listen to 15 minutes of blaring commercials. The onscreen preshow has “no sound, and not much motion,” Hutchinson explains. “That’s intentional. We think people should be able to ignore it if they want.” The lobbies, too, are low-key. Concession stands are operated without video screens or competing food kiosks hawking products. If there’s music playing, there won’t be distracting vocals—just instruments.

Two of his Toronto-based theatres, the Market Square and Carlton Cinema, have pianos in the lobby to entertain and soothe patrons. During less busy times, customers flex their fingers and perform impromptu concerts. “Many of our customers are skilled pianists who don’t have pianos in their condos, so they really enjoy the opportunity to play,” Hutchinson says, equally appreciative of their contributions to the atmosphere.
Besides its piano, the Market Square cinema features an art gallery. Artists can present their work for free and receive significant exposure.

Friends With You NYC Opening - Beautiful/Decay Cult of the ...

Adorno once said, “Those who peruse art solely with comprehension make it into something straightforward, which is furthest from what it is. If one seeks to get a closer look at a rainbow, it disappears.” Respectively, I am going to have to disagree with his insightful assertion. That is, after experiencing the FriendsWithYou New York city take over this past week. The emotional and visual experience of FriendsWithYou art on display starting this past week proved that artwork can be successfully and simply straightforward, while still perpetuating depth within its comprehension. Furthermore it was proven that sometimes, the rainbow doesn’t have to disappear.

The end of the rainbow was revealed at FriendsWithYou’s first New York solo exhibition at The Hole , which took place last Thursday night 6/9 on the Bowery and coincided with their Rainbow City installation at The High Line.

The opening, entitled “ :) ” was an explosion, and a true mimesis of the art that hugged the ebullient crowd that came to see the magic. From the rainbow sculpture that literally replicated the end of a rainbow, to the colossal inflatable, to an infinity puddle, to the simple yet iconic FWY pieces that hung from the walls of the gallery, the pop-like art that currently fills The Hole clearly limns a beautiful message.

One of the two artists in FriendsWithYou, Sam Borkson commented on this message and the lively opening, stating, “What you can find at The Hole is a secret garden of a magical scene of all the stories living inside of us. Each piece is a blossoming adventure just waiting to occur in all of our lives.” This adventure and message that is bounded in each piece undoubtedly creates a kind of fine art inertia, which releases and reminds the outer spectator of the magic so deeply rooted in our human spirit.

The artists, a beautifully dynamic duo, Sam and Tury, boldly reiterate this message through reminiscent shapes and colors of innocuous youth and the intrinsic essence of being alive. You can’t help but feel the energy when in the presence of FriendsWithYou art. You feel a pure revival of the vestige of human spirit.

 

From installation, to friendly gadgets, to their fine art experience, these artists ceaselessly create an evocation of personal and public connection. But what is most magical of all is the sincerity in their message and direction. One so pure, it brings you back to the core, only to thwart your smiling soul outward. A welcoming and unpretentious gesture that always has you walking away with a “ :) ”.

"Brush every rainbow, painting the sky. Look at the magic, glid through your life. A sprinkle of pixie dust circles the night, you can fly!"

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