In a summer movie season Hulk-smashed by Marvel’s Avengers, here’s a surprise ending: Little cinemas — the kind that usually don’t show superhero extravaganzas — are thriving.
One reason: They aggressively market experiences customers can’t get elsewhere. Take, for example, the New Beverly Cinema in Los Angeles. It’s currently a time machine, transporting filmgoers to a fairy-tale version of the late 1960s. Old and invented movie posters decorate the lobby. Vintage candy, like Goobers and Chuckles, is sold. A trailer is screened for the 1968 thriller “Rosemary’s Baby.”