The recently opened Cineport 10 in Las Cruces incorporates some “firsts” for Allen Theatres and the community. The Launch Pad Café, seating 65-70 people, is certainly one of them. It has a Bistro atmosphere overlooking the lobby and serves pizza, salads, sandwiches, smoothies, coffee… Lacy Murphy, a graduate of the Scottsdale Culinary Institute, has put together a menu that can expand the movie experience with pre-show or after-show dining. Meetings and birthday parties can be catered in separate rooms and seats reserved for a movie.

The state-of-the-art Christie digital projection systems and Doremi and Dolby servers, now used in 83 of the Allen’s 97 screens, provide opportunities that were not possible with film. A specific theatre can be designated for a conference with seating options from 120 to 300. A laptop can be plugged into the projection system and a Power Point presentation projected onto the big screen. Another option used recently for a patron was to pause the previews and project a marriage proposal onto the screen while the two were sitting in the audience. Seven of the theatres, two of which are in Las Cruces, are among only 1200 in the country offering 3D viewing.

A new satellite system places two Las Cruces theatres among only 80 nationwide that offer the showing of live events in 3D, such as the recent BCS National Championship game and NBA All-Star Break festivities. Live concerts, opera, a mix of live and pre-recorded events can be projected onto the screen. Video gaming events will soon be introduced and no doubt other options will surface in the future.

Connie Hines of The Studio Design Center was again utilized for interior design in the new Cineport 10. The only direction given to Connie by the Allens was, “No earth tones, no floor tile on bathroom walls.” The Allens have preserved the flair and bright colors of early motion picture theatres, while installing the latest in technology.

“It’s about a family business that’s committed to providing great entertainment to as many people as possible,” so says Russell Allen, great grandson of Allen Theatre founder Frank B. Allen. “The family tradition has always been to utilize the best available sound and projection equipment in a comfortable setting. And I will personally attest to the fact that the popcorn is great!”

“The theatre business remains stable during recessions,” Russell relates, “probably because movies allow people to escape into someone else’s world. We strive to keep our prices as low as possible to allow as many people to visit our theatres as possible. Our biggest challenge is snagging limited releases. Film companies determine how many copies are made and where they will go. If only 150 or 200 copies are produced initially, smaller communities like Las Cruces have to wait their turn. We absolutely don’t play politics or favorites. The film companies understand that if they will let us have a movie, we’ll play it…and they like that about us.”

The Allen family’s New Mexico chapter dates back to 1884, with the arrival in Farmington of Frank B. Allen. He was an “entrepreneur extraordinaire, a man for whom life is illusion, in that it will always reflect some flight of the imagination,” stated a 70th anniversary review published by the Allens in 1982. He opened the Allen Opera House in 1912 and began showing motion pictures that same year. A big silent movie hit was the Our Gang comedies, and, no doubt, Rudolf Valentino captured his share of Farmington hearts. “Talkies” were introduced to Farmington in 1930.

Today, brothers Larry and Lane Allen own the company, with various positions within the company held by their five children. Larry resides in Las Cruces and oversees the company’s operations, with specific responsibilities directed to Russell, Heather and Asa. In Farmington, Lane, Nathan and son-in-law Yancey Cluff handle that region and the company’s finances.

From silent movies in the early 20th century to live 3D broadcasts via satellite, the Allen family, after 97 years, continues to bring New Mexico communities state-of-the-art entertainment. And the popcorn still tastes great.