Just down the road from East Campus, a 10-screen movie theater opened Aug. 25, becoming the closest theater to campus.
At 54,000 sq. ft., the Phoenix Theater complex is one of the last pieces in a new effort to revamp Northgate Mall.
Paula Harris, the mall's marketing director, said the $16-million renovation, which took place during the last couple years, was necessary to keep up with public demand. "Now things are about [being] trendy--true for what you buy and true for how you shop," she said.
Northgate has been a department store retailer, aimed at one-stop shopping and bargain prices. With the recent renovations and theater opening, officials said they hope to bring mall culture and business back to their shopping center.
In recent years, many Duke students have opted for the Streets at Southpoint-a bigger shopping center completed in 2002 that caters to browsing and young-adult loitering.
The first of Northgate's renovations included the "Plaza," a dining and entertainment venue.
Last month, the C&H Cafeteria, currently the only large-scale cafeteria in Durham, opened in response to public want, Harris said. "The cafeteria is something the community has been begging for," she added.
Still, the biggest and most practical venture at the new Northgate is Phoenix 10, owned by former director of Regal Cinemas, Phil Zacheretti.
Owner of nine Phoenix 10 theaters, Zacheretti chose to build in Durham because of the changes at Northgate, and said he is sure that the theater will boost traffic at the mall.
The Phoenix 10 features an upper mezzanine level and an adjacent pub, which Harris said is unique to any theater in the area.
"There was a lot of discussion of what people want," Zacheretti said, adding that Northgate is making every attempt to meet customers' desires.
Zacheretti said he is excited about the opportunity to provide for the University and to gain the support of students.
"Having that many students and faculty within a mile, depending on where you're standing... is amazing," he said. "We are very involved in getting the students involved."
The Phoenix 10 welcomed the Class of 2010 with movie packages, giving each East Campus residence hall a free movie night.
Students said they appreciated the convenience of having a movie theater closer to campus. "It's another option of something to do when you're taking a break from campus," said freshman Elana Berger, adding that it's also convenient for people who do not have cars.
Some upperclassmen said they would likely pass up offers at places like Southpoint for the convenience provided by Northgate's new theater.
Zacheretti said the Phoenix 10's opening weekend was his second best ever, and now that the theater is in Duke's public eye, he and Harris expect that it will perform just as well. "So far, if I had to judge it," Harris said, "it will be a booming success."
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