It’s the end of an era for moviegoers in the west end of Montreal. The Dollar cinema, which its director, Bernie Gurberg, has carried at arm’s length for 18 years, closed its doors on Thursday. He leaves behind stories of families that he has seen grow over the years, and an ambitious project to offer films at a discount, against the current of its competitors.
“Coming here was like stepping back in time,” says Kay Mockyer, a Montreal student who had been going to the cinema since childhood with tears in her eyes. Like dozens of others, she came on Thursday to say goodbye to Bernie Gurberg and his two small dilapidated dark rooms, nestled on the second floor of the Carré Décarie shopping center – just as faded – near the Namur metro station.
In the entrance to the cinema, on the evening of the final screening, one felt both an air of celebration and of the end of the world. Electric wires dangled, tall piles of film reels sat in front of one of the cinema’s two halls, and the greenish neon lights that illuminated Bernie Gurberg behind his counter shimmered softly. We already felt like we were part of a movie.
For “normal people”
To this a priori sinister decor was added contrasting laughter, tears and hugs from families, young and old, who came to thank and honor the one who had allowed them to escape at low cost.
The Dollar Cinema lives up to its name. For a long time, films were shown there at $1 a ticket. This price had climbed to $2.50 by the time of the close. Beverages and popcorn also remained around four times cheaper than elsewhere. “Those who come to my cinema are normal people, like you and me, who are good to me, so I always wanted to help them”, explains Bernie Gurberg, in English.
The latter passed the retirement age several years ago, but he asserts that he would have kept his cinema longer if he had been able: “The rooms were much fuller 18 years ago than today, because the Netflix of this world did not exist, and we did not have this virus which also reduced attendance. »
As fewer people flocked and his rent went up, Bernie Gurberg had no choice but to close. “In addition, the distributors wanted me to pay my films the same price as theaters that charge $15 per ticket,” he adds, with a sigh. Gurberg, who handled almost everything himself, was exhausted.
Hollywood trips
Its business model has also restricted its programming. Most of the films that screened at the Dollar were Hollywood films that had already been shown in the biggest, cheaper theaters. “All the same, I always presented the films that I wanted”, specifies Gurberg.
Despite almost exclusively Hollywood titles, the Dollar allowed itself occasional screenings of cult films. The Roomby Tommy Wiseau, often cited as the worst turnip in history — so bad it’s good — has often been presented there, including once in the presence of the illustrious Polish-American filmmaker.
Le Dollar was also the only cinema in Quebec to present Seth Rogen’s satirical comedy on North Korea, The Interview ; media event at the time (in 2014), since the film had been the subject of many controversies. Thursday, the last film presented seemed emblematic of the usual programming: The Lost City by Adam and Aaron Nee, a Hollywood adventure story.
“The Dollar often showed the same films as other cinemas, but I only wanted to go to the Dollar, because the atmosphere is authentic,” says Nina Gospodinova, sparks in her eyes. A loyal customer, she brought her daughters there from their childhood, whom Bernie Gurberg saw growing up.
Although he closes the Dollar, the veteran director does not bow out. He was offered to transform a hall of the Montreal Art Center in Griffintown into a cinema. The project should see the light of day later this year according to him. “I can’t wait to get back to work. »