Framingham, MA, 1951 by Benjamin Schlanger
Like the rest of Shoppers’ World, the construction of General Cinema’s Framingham Cinema was heralded as an achievement in its field. Designed by noted theater architect Ben Schlanger, the one seat theater boasted over 1,400 staggered seats for a better view of its 30 foot long frameless screen. As was common at the time, the movie theater could also host stage performances, allowing for a more diverse range of attractions. The front entrance had a combination ticket and snack booth (another innovation at the time) as well as wooden planters and generous windows. This plan gave the building a fanlike shape which – along with the massive lit up ‘Cinema’ sign – announced its role within the complex. It was important to distinguish because it was the first example of a movie theater built to be a part of a shopping complex.
This business strategy proved to be a success as the Cinema would continue to grow throughout Shoppers’ World’s life. A second theater was added in 1963 dubbed Cinema II and Cinema III & IV would come a decade later. The complex would eventually hold six screens before being torn down as part of the Shoppers’ World redevelopment in 1994. The public would not be left wanting for a cinema for long however as in December of that same year General Cinema would open a brand new 12 screen multiplex by Robert Luchetti Associates right down the street. Now a 16 screen AMC theater, the ornate postmodern structure still welcomes movie going patrons to this day.
Sources:
“‘Shoppers World’ at Framingham Applies New Ideas” Architectural Record, November 1951.
Adams, Marjory “Theatre at Shoppers’ World is Last Word in Film Houses” Daily Boston Globe, 29 October 1951.
“SHOPPERS’ WORLD” Mall Hall of Fame.
“Shoppers World” Framingham History Center.
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