Praxinoscope Cinemas

Background: Praxinoscope Cinemas was founded in 1973 by entrepreneur Anthony Davis (b. 1949) who began showing exclusively exploitation films until 1975 when the chain expanded from one four-screen theater to three additional locations when he recovered local drive-in theaters from bankruptcy. The chain began in Newfoundland & Labrador, and expanded to New Brunswick and Maine in 1976, after which the chain kept its focus on exploitation films while showing first-run prints of movies. In 1977, the original four-screen was crowded with patrons flocking to see Star Wars in its opening weekend. By 1980, the chain expanded to 10 locations throughout Atlantic Canada and in Maine, USA, with two four-screen theaters in Nova Scotia, facing competition from Famous Players and Canadian Odeon Theaters.

In 2008, journalists in Atlantic Canada reported that some theaters showing Tropic Thunder during its opening week had cases of frightened people running out during the offensive scenes of the movie, particularly triggered by the letter "R" appearing many times. These reports caught the attention of local Paramount representatives who had threatened to halt their distribution agreement with Praxinoscope, Anthony Davis refused to end the distribution deal and decided to put up a notice in the lobby of each theater warning people of the offensive scenes used in Tropic Thunder, this course of action proved very effective and Paramount decided to continue to allow the chain to screen future releases. Other movies that were protested at local Praxinoscope theaters include The Fiendish Plot of Dr. Fu Manchu (1980), The Fox and the Hound (1981), South Park: Bigger, Longer & Uncut (1996), The Passion of Christ (2004), Borat (2006), and Ratatouille (2007).

In 1981, the chain switched from Coca-Cola to Pepsi products.

In 1989, the five-screen cinema in Nova Scotia decided to incorporate Tim Horton's into its lobby, which proved so successful that all of the chain's theaters had Tim Horton's in its lobbies by 1991.

In 2010, a survey was done by Canadian moviegoers to see whether they preferred to see a movie at this chain or Empire Theatres. A majority of the patrons participating in the survey preferred Praxinoscope, citing the friendly staff, good working conditions for staff, slightly lower volume and thus respect for sensitive patrons.

Note: The chain did not use branded-policy trailers until 1983. Anthony Davis' younger sister Loretta (b. 1953) and her colleagues made most of the policy trailers used.

1st logo

(1983-1992)

Nickname: "Hey, They Stole Aardman's Music" "David Lynch and Aardman's 1st Collaboration" "Model Praxinoscope" "Flashy Lights"

Praxinoscope (1983-1991)

Logo: In a barely-lit room, we see a praxinoscope spinning. After a moment, lights start flashing in numerous directions to the point where the screen eventually turns white. The white screen then fades to the words "PRAXINOSCOPE CINEMAS" in Century Gothic zooming in. After a while, the words "Feature Presentation" fade in separately and the Pepsi logo of the time, with "This theater serves" above it fades in.

Trivia: As commonly stated, this actually was a moving praxinoscope spun by hand. The flashing lights were achieved using a series of bulbs in numerous places around the room, which were flashed on one by one via a special setup. Additional light effects were added during post-production.

FX/SFX: The praxinoscope, the lights, the text zooming and fading.

Cheesy Factor: Not so much the live-action footage, but the end tag lacks any effort whatsoever.

Music/Sounds: The 1976 Aardman logo music. Apparently Aardman actually approved of the use of their music! The logo is perfectly synchronized with the music.

Availability: Extinct, although this logo was shown strictly in movie theaters, Anthony Davis included this logo and the chain's other policy trailers on the Spring 1989 Training Video (VHS) which could only be purchased in the lobby of each theater and at newsstands. A DVD edition was also produced in 2000.

Scare Factor: Medium to high. This logo has been known to cause nightmares, but low for those used to seeing it. The light effects and ominous music are the reasons why it's also called "David Lynch and Aardman's 1st Collaboration".

2nd logo

(1992-1994)

Nickname: "The Praxinoscope from Heaven"

Praxinoscope (1992-1994)

Logo: On a time-lapse cloudy sky background, a CGI praxinoscope is seen spinning. Numerous theater etiquette rules are seen on the inside. The camera goes into the praxinoscope and when we zoom into one of the mirrors, the screen flashes white and reveals "PRAXINOSCOPE CINEMAS" in the same font as before but with "Feature Presentation" in Laser font and the Dolby Stereo SR logo on the bottom.

Trivia: Anthony and Loretta received a letter from a mother of an autistic child who would not go to the movies because of the previous policy trailer. The mother wanted them to change their trailer to a new one that would not frighten patrons. Anthony and Loretta reportedly argued for a half-hour about what would be calming to the audience. Loretta gave up, went to her animation studio and gave her friends a storyboard for a policy trailer. After two prototype trailers, this was made and considered suitable for projection to sensitive patrons. When the trailer was first played, audiences responded with applause.

FX/SFX: The time-lapse cloudy sky, the CGI praxinoscope spinning, the camera zooming into the mirrors, the screen flashing white and the end tag appearing.

Cheesy Factor: Considerably better than the first trailer, but the end tag is still simple.

Music/Sounds: A heavenly harp/choir/piano ditty that culminates in an echoing reverse cymbal crash.

Availability: Again, it is no longer used in movie theaters before a standard presentation. However, VHS/DVD editions of Anthony Davis' Pirate's Treasure (an anti-piracy video urging patrons not to pirate movies while they are playing in cinemas) have this before the program, so if you can find a copy, then you'll definitely see this. Whenever a classic movie is shown on alternate Friday nights, this policy trailer is used (sourced from a DVD of said anti-piracy video).

Scare Factor: Low, the CGI praxinoscope and cymbal crash might unnerve some.

3rd logo

(1994-2003)

Nickname: "Praxinoscope Goes to the Movies", "Flight of the Praxinoscope"

Logo: On a night sky background, we see a CGI praxinoscope rise from the bottom and float in the air for a split-second. The camera shifts back to reveal that the Praxinoscope is flying over a hike trail at night. The scene then cuts to a shot of a praxinoscope flying through a generic big city (with visible searchlights in the distance). Next, the camera follows the praxinoscope as it flies into the doorway of a cinema. The scene cuts to a shot of the praxinoscope flying through a doorway to an auditorium. Then, it cuts to a shot of the praxinoscope flying into the projection booth through the port window. The projector then shoots a beam with a spinning "PRAXINOSCOPE CINEMAS" logo onto the screen. The logo sparkles, then "Feature Presentation" fades in below, again in Laser font.

FX/SFX: All of the animation in this trailer.

Cheesy Factor: Good CGI for 1994, but it clearly looked dated well before 2000.

Music/Sounds: A majestic fanfare, with a "whoosh" sound for the projection beam shooting onto the screen.

Availability: Extremely rare, was spotted on a bootleg DVD of Atlantis: The Lost Empire (which also included theatrical trailers) which was sold on eBay. However, the theater chain's website has a good quality file of this trailer that can be played using QuickTime or Windows Media Player. Newer editions of Pirate's Treasure and the updated training video from the late 90's-2003 have this, unbelievably with the previous trailers and this on the same DVD/tape! The company also issued a video discouraging video piracy on the internet called Caught in the Web which also had this trailer and the previous ones.

Scare Factor: The whoosh sound might be a bit of power coming from the theater speakers, but otherwise it is not as frightening as the first trailer.

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