Cumberland Safe, For Now, Maybe

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Last week, Torontoist reported that the Alliance Atlantis–owned Cumberland Cinemas were going to be demolished to make room for a condo development, based on information from the Greater Yorkville Residents' Association (GYRA).

In an effort to get some sort of initial confirmation before publishing last Tuesday's article, we tried to call Alliance Atlantis, but had no luck and decided to run the piece with the one source we had. Doing so was an error in judgment that we regret and apologize for. Not long after we broke the news, the GYRA's facts were called into question, and we've spent every day since trying to pin down the whole story behind the Cumberland's fate—and have discovered that it's neither safe nor doomed, but wholly uncertain.

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Last Friday, NOW posted an article to their blog countering ours, saying that the Cumberland is "safe" and concluding that it's "going to be with us for a while yet." The article's sole source was David Pontarini, cited by the GYRA as the architect behind the new development, who NOW had also interviewed for a piece in their print edition published the day before (above), which announced that the building was likely going to be demolished for condos.

We spoke with Pontarini, who told us that there is no official application for demolition (a fact confirmed by Toronto's City Planning office), but that it is a little too early to say that the Cumberland is "safe."

"[Alliance Atlantis] hired some people to look into some things," said Pontarini—preliminary "exploratory options" for the location—but "it’s way too premature to say whether it is going to be closed down."

(Pontarini also told us that he said the exact same thing to three different people at NOW, all of whom got completely different impressions of the building's fate.)

Mark Slone, senior vice president at Alliance Films, refused to comment to Torontoist after we published Tuesday's article, but told a National Post reporter investigating the story that "there's no development, no news, no nothing. You never know what the future may hold, but there's absolutely nothing new to date, nothing to report"—not, notably, an outright denial that something was underway or could happen soon.

Paul Bain, acting manger of the Midtown Section of Toronto and East York Community Planning, told us part of the story that could have led to the GYRA's confusion. "People were looking at doing that about a year ago, but those [plans] were just dropped," he said. “Nobody has been talking about this for a year."

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But if Pontarini is right, that's just not true. The GYRA is still talking about it, too; every monthly report they have written since January includes the matter-of-fact statement that "the [Cumberland] theatre will be demolished to make way for a condominium. No details other than that architect is David Pontarini."

So we tracked down the top four members of the GYRA’s executive board. Former secretary Pauline Sackin is certain that the Cumberland is indeed closing down; she told us that that information was from an unnamed, "fairly official" source. It is true, she said, that there was a proposal last September that was eventually dropped, but she assured us that a new application for demolition would be submitted within the next few months. Another executive member, treasurer Terence Coates, told us the exact opposite, that the GYRA is wrong, that "residents' associations get a lot of news that isn’t necessarily accurate, and there have been a lot of flip-flops." Judy Dunn, vice president, told us that "we don’t know any more at all. Every month since January, the president comes back and says that there is no further information....We’ve always heard, and we’ve always felt, that something is going to happen to this building."

When we finally got a hold of Gee Chung, the GYRA's president, she told us that the mysterious unnamed source who told her last July that the Cumberland was to be demolished was none other than Kyle Rae, councillor for Ward 27. "We meet with Kyle on a regular basis," Chung said. "If an application goes ahead, then we talk about it." Chung could neither confirm nor deny that plans were underway to demolish the Cumberland.

Problem is, Rae is incommunicado, out of the country until August 25. When we spoke to his office last week, we only got as far as an aide who persistently apologized for only having been there for four months and who couldn't find any relevant documents, past or present. We're still waiting to hear back, and have been since last week. Until we do, we can't be sure whether or not the Cumberland is safe or on its way out.

Photos by David Topping.

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Comments (12) [rss]

I was in the Cumberland cinema just once
and found the seating not very generous
for legroom. For those of us who are tall,
the cinema can be an ordeal unless I can
get an aisle seat.

The newer cinemas with the stadium seating
is more to my linkin. Sadly, the cinemas
are peopled by boors.

Now it's just easier--and more comfortable-- to rent a DVD and watch it at home.

Kudos on the mea culpa. False alarms aren't good but given the planning process, in which it seems approvals are a fait accompli once a developer's plan is announced, having some time to think about the potential for this site to be converted into condos without an eminent decision is a nice change.

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I don't think you really need to regret or apologize for this. If your source said one thing and you couldn't get a counter claim from someone else, why not run it? A correction on the original article would suffice.

I think this expansion on the original story is warranted. Good work trying to chase it down.

I like how the conclusion of this story is left in the ample lap of Mr Rae and we're left unsatisfied and with just as many questions. Which is what you usually get from Kyle Rae, anyway.


To me, the issue is not the loss of this particular theatre (as in the building).

We've lost so many great cinemas, from the Uptown to the University over the last few years, this is not one whose architecture I would mourn.

However, as a programming venue, it is among the City's best. In fact only the Carlton really rivals it among cinemas with more than 1 screen.

Sadly though, the Carlton is miserable place to watch a movie. As someone who much prefers a night out at a cinema to a DVD, the Carlton is one place that doesn't give me that goin-out feeling. Tiny screens, poor sight lines, no leg room, and architecture worthy of 1980's dentist office just don't go with the programming.

Really Cineplex/Alliance need to take the idea of setting up some top-flight, new, multi-screen arthouses in this City. There is an undeniable market for this.

But Alliance, once supposed to become a national arthouse circuit has lost all but the Cumberland and the Beach.

The latter doesn't even program arthouse fare!

Perhaps Torontoist could ask the big chains (Cineplex/Alliance) whether they have any serious plans to meet the needs of arthouse movie fans?

If we must lose the Cumberland, we need something better to replace it.

But please, let's replace the Carlton first!

I am actually quite impressed with the selection at the AMC at Yonge/Dundas...besides the blockbusters, they're currently running Brideshead Revisited, Mongol, The Wackness, the docs The Last Continent and American Teen, and will have some special Cirque Du Soleil screening. I was there a couple of months ago and all their screenings of a Bollywood movie were sold out.

"Really Cineplex/Alliance need to take the idea of setting up some top-flight, new, multi-screen arthouses in this City. There is an undeniable market for this."

I agree it would be great, but I think you're drastically overstating the demand for it. I strongly suspect that such a theatre would be a disasterous flop and would soon be showing "Epic Movie" on a 24/7 loop.

You show what makes you the most money.. its just business.

"I agree it would be great, but I think you're drastically overstating the demand for it. I strongly suspect that such a theatre would be a disasterous flop and would soon be showing "Epic Movie" on a 24/7 loop."

******

I beg to differ. I'm not suggesting that there is room for 3 or 4 12-screen arthouses.

However, I'm reasonably sure there is room for one; and perhaps 1 or 2 smaller venues (six screens)

To begin with: The Carlton, despite having terrible movie-going conditions still often has lines for films that it premiers. The Bloor and the Royal with next to no marketing budgets often get several hundred to small indy flicks....

And the per-screen numbers of some arthouse fare at the Cumberland and the Varsity can be far better than many a mainstream release.

I would also hasten to point out that the U.S. that bastion of arthouse loving, foreign language film aficionados ... (cough)... actually supports an national arthouse cinema chain, Landmark Theatres, link below.

http://www.landmarktheatres.com/

If they can support 2 theatres in Chicago and 14 arthouse screens (at just this one chain), then Toronto can manage that too.

Keep in mind we also have the ethnic cinema appeal here, with more languages spoken and a higher tolerance for subtitles.

I think its just too peripheral a business to a blockbuster-focused company like Cineplex (which operates Alliance)

Its like asking Sobeys or Dominion (Metro) to take local and organic to heart. Is there a market for it? Sure. Whole Foods proves it (very profitable too).

But to a mainstream company where volume is everything, nurturing a niche market can often be more than they can handle. Its just not their focus, passion or expertise.

LOL, I just noticed this "arthouse theatre" is showing Sisterhood of the Travelling Pants and Stepbrothers.

This article should have been the first article written, and now just sounds like Torontoist trying to save face after some pretty sloppy "journalism."

cumberland is an okay theatre, but I'd rather catch an "arthouse" flick at a good theatre, maybe we should try to focus on convincing other cinemas to offer a wider range of films, maybe on off nights.

I know there are some places around, maybe not in Toronto, where film clubs of one sort or another, run programs in established Cineplex type locations showcasings quality films during the week.

Any takers?

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I miss the old Royal. The new one never shows anything I want to see (if somehow I could figure out what they're showing without having to walk there), and they keep them for weeks.

Borealis, you make a persuasive business case. Why don't you make it to a bank and give it a shot. Or is the case less persuasive when its your own money at risk?

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