Meet the boutique cinema owner bucking the digital trend

In the age of digital streaming and social media, setting up a new cinema can seem like a risky choice.

The Tamir family is taking on online streaming services by bringing back the silver screen. Source: SBS

But the smell of popcorn is still wafting across Melbourne’s inner-south, where Eddie Tamir’s vision of reviving classic cinemas has been a hit.

For over two decades the family-run business has bought and revived three run-down classic cinemas in Melbourne and turned them into much-loved staples for cinema goers.

For over two decades the family-run business have revived run-down classic cinemas. Source: SBS

“There's something beautiful about the revival thing, and connecting to the ghosts of all the people that have laughed and cried in the building,” Eddie Tamir told Small Business Secrets.

Eddie’s wife Lindy says the secret to their success has been creating beautiful spaces which appeal to people of all ages.

“20-something year olds, they'll be not only seeing the films, they'll be sitting in the booths, having a beer, and popcorn … they sit there for an hour before their film,” she said.

The family’s first venture was buying the bankrupt Classic cinema in Elsternwick in 1996.

Since then, the family have poured millions of dollars into buying and restoring the Cameo cinema, and the 106 year Lido Theatre.

The son of Israeli migrants Eddie says it hasn’t been easy in an industry already dominated by entertainment giants such as Village and Hoyts. Source: SBS

As the son of Israeli migrants, Eddie says it hasn’t been easy in an industry already dominated by entertainment giants such as Village and Hoyts even before the new digital competitors.

“In terms of box office, there is some growth in the last couple of years, but admissions are still pretty flat. So there are lots and lots of challenges,” Eddie says.

But Benji Tamir, the manager at Lindo Cinema says he doesn’t believe streaming services and the cinema experience are on the same level.

“I have a Netflix account... and I crave that feeling of going to the cinema as well,” Benji said.

“But everyone I know keeps coming to the movies and know that without it, that'd be sad. It's a night out, it's a shared experience, it's completely different”. 

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