Thursday, July 24, 2014

Demolishing the New Frontier Theater (Cubao, Quezon City) - End of an Era

In 2011, an article written by Tina Arceo-Dumlao for the Philippine Daily Inquirer laid out big changes happening at the Araneta Center, scheduled to "play out" in the next 5 years. Then today, this sight took my breath away. They're finally demolishing Cubao's New Frontier Theater.

New Frontier was once the country's biggest cinema sometime in the mid-80's. In fact, most major cinematic events outside the Cultural Center of the Philippines or the Film Center would be held here. Sharon Cuneta premiere nights were a dime a dozen here. The cinema used to approximate the "wattage" of movie stars, thus the Megastar was home here. New Frontier was inaugurated even earlier than Cuneta's rise to stardom - 1968 to be exact. What followed thereafter was an onslaught of cinemas: Remar, Coronet, Sampaguita, Cubao, etc.

The cinema hall's fate until now could be a metaphor about rises and falls. Where is Sharon Cuneta now, besides ungracefully dealing with her family's bashers in social media? Or you could "extend" the thought and consider a career rebirth - eventually. Unfortunately for the hefty actress, it's not going to happen under TV-5 because, obviously, the "kapatirans" haven't really soared.

Fast forward to the new millennium. For years, New Frontier has been a derelict establishment right in a bustling commercial hub. It has always been there occupying prime space.

The plan, according to the 2011 article, was to sort of reinvent the theatre; to breathe a new life to it. Since it has hibernated long enough, this news is very welcome. Check out the artist's sketch for what it was to become - but this was 3 years old! I do hope no one has changed his mind since then.

This is the Eye in the Sky!


Unknown said...

Opened in 1965 in Cubao Quezon City home of feature films of the 1950's 1960's 1970's 1980's & 1990's a now defunct movie house converted to multipurpose concert hall & commercial center since 2015 under its new name Kia Auditorium. Thanks for the information. From:Wayne

eye in the sky said...

Thanks for the information, Wayne. :)