Planet Theaters

Background: Planet Theaters was founded in 1955 by Jasmine Guyton (not Jasmine Guy, an actor on the 1987-1994 TV showA Different World) as Jasmine's Theaters. The chain began in the small city of Melvindale, Michigan, United States at the address of 4000 Oakwood Boulevard. Jasmine began to show exploitation films until 1964 when the chain expanded from one two-screen theater to two additional locations: one at 6086 West Vernor Highway in Detroit, Michigan and another at 10683 West Jefferson Avenue in River Rouge, Michigan, both also two-screen theaters. In 1977, the original two-screen theater was crowded with patrons flocking to see Star Wars in its opening weekend. In 1980, a tornado demolished the two-screen theater in River Rouge. A BP gas station is now on the site. In 1981, Planet Theaters purchased the two-screen Dearborn Theater in Dearborn, Michigan.

In 1987, the chain was sold to Jasmine's son, Art Guyton, who renamed it Planet Theaters. Later that year, the original two-screen theater decided to add pizza, ice cream, and milkshakes to its concession menu, which was so successful that all of the chain's theaters served pizza, ice cream, and milkshakes at their concession stand by 1989.

An eight-screen indoor theater opened at Lincoln Park Shopping Center Shopping Center in Lincoln Park, Michigan at the address of 1764 Dix Highway in 1988, later that year both the Melvindale and Detroit theaters closed and demolished. It closed in 2003 due to low patronage. It remains vacant today, but it, along with the entire strip mall (except the Sears store) will be demolished this spring.

A major restructuring program and building boom started in 1989 and ended in 1990. All new theaters were redesigned with entrances at both ends and with concessions stands halfway between the entrances and a mascot was created, Mark the Movie Dragon. Also, new theaters were built in Madison Heights (15 screens (eight original, two added in 1998 and three added in 2002),32289 John R. Road across from Oakland Mall Shopping Center and behind Madison Place Shopping Center), Holland (eight screens,12270 James Street), Grand Rapids (18 screens (eight original, ten added in 1997),3000 Alpine Avenue Northwest at Green Orchard Shopping Center), Taylor (ten screens (eight original, two added in 1998), 22265 Eureka Road across from Southland Center), Clinton Township (21 screens (eight original, eight added in 1997, two added in 1998 and three added in 2000),35705 Gratiot Avenue) and Rochester Hills, Michigan (ten screens (eight original, two added in 1998),200 Barclay Circle at Hampton Village Center Shopping Center). In 1991, the Dearborn Theater was sold to AMCTheaters, Inc., which would then sell it to Movieland Theaters five years later.

The theater switched from Coca-Cola products to Pepsi products in 1993. Soon, from 1994 to 1996, they built 6 theaters (1 in Ohio (Vandalia), 2 in Wisconsin (Fitchburg and Howard), 2 in Illinois (Schaumburg and Kankakee), and 1 in New York (Batavia)).

On August 24, 1997, Planet Theaters expanded to Southfield, Michigan, with a 20-screen indoor theater, at 25333 West 12 Mile Road. Then in 1998, a 25-screen theater opened at Great Lakes Crossing (along with the rest of the mall) in Auburn Hills, Michigan at4300 Baldwin Road. The 25-screen theater was then the largest theater in Michigan in terms of number of screens. Also in 1997, the chain began replacing all their existing auditoriums with stadium seating.

On January 1, 1999, it purchased the recently-closed Fairlane 12 theater (part of General Cinema's Mall Cinemas chain (therefore Fairlane and others in that chain used General Cinemas' policy trailers)) in Dearborn, Michigan and demolished it to make room for a 21-screen indoor theater, which opened on November 18, 1999. It is located at18900 Michigan Avenue.

In 2000, Planet Theaters received permission to build two indoor theaters, one in Woodhaven, Michigan and one in Livonia, Michigan but neither were ever built. But in 2001, the chain added IMAX to all of their locations. The chain continued to operate until the bitter end in March 2005 when AMC Theaters, Inc. bought the chain after its crippling bankruptcy in 2003. As a result, AMC's policy trailers are now used. Under AMC control, the chain shuttered the Taylor and Rochester Hills locations in 2009 as well as the former Planet Theaters' non-Michigan locations (except for one in Fitchburg, Wisconsin (that is located at6091 McKee Road)). Today, the former Planet Theaters have been receiving poor reviews on the internet.

On November 17, 2011, Jasmine Guyton died at 74. As a result, all former Planet Theaters closed the next day and then reopened silently as AMC theaters on November 19.

Three movies that were protested in Planet Theaters wereThe Fiendish Plot of Dr. Fu Manchu(1980),South Park: Bigger, Longer & Uncut(1996), andThe Passion of Christ(2004).

Note: The chain did not use branded policy trailers until 1964.

1st Opening

(1964-1980)

Nicknames: "Projector 1.0", "'60s Jasmine", "Jasmine's Projector", "Kaleidoscopic Projector"

Logo: On a kaleidoscopic red/purple background (think the Family Affair credits), we see a white translucent Jasmine's Theaters logo: an abstract projector with film reels and the words "JASMINE'S THEATERS." A jazzy drumbeat begins and the film reels begin to rotate and pause when a harpsichord riff cuts in. The musical trade-off repeats a few times until the brushes finally take it home, allowing the projector enough time to spool out the entire line of dots as either "COMING ATTRACTIONS" or "FEATURE PRESENTATION" appear with the final hit of the drum.

Variants:

Also, the graphics originally appeared on black before switching to a kaleidoscopic background in 1970.

There was another variant of this opening with a blue background.

FX/SFX: The film reels rotating and the projectors spooling out the dots that morphed into the titles. This snipe was produced by Pike Productions of Newport, Rhode Island.

Cheesy Factor: The harpsichord break with the company's name is very rough, and the kaleidoscopic background is very cliched '60s and looks more like someone wadded up some purple cellophane.

Music/Sounds: A sassy jazz beat established on a snare drum with brushes, occasionally interrupted on the off-beat by a catchy harpsichord riff. The drums give the feel of the sound a projector makes.

Availability: Extinct; appeared only in Jasmine's Theaters before the start of a movie or trailers during the '60s and '70s.

Scare Factor: Low to medium; the harpsichord riff and psychedelic graphic effects could catch some off guard, but this is a favorite of many.

2nd Opening

(1980-1987)

Nicknames: “Projector 2.0”, “80's Jasmine”, “Blue Projector”

Logo: On a background of blue spotlights, we see the same projector from the previous opening (sans "JASMINE'S THEATERS") at the left of the screen. A star traces the logo. The reels begin to rotate as the projector puts out a line with lens flares that travel to the right, culminating in a bright flash of light which brings forth “JASMINE'S THEATERS”. A byline then fades in at the bottom right corner of the screen: “MICHIGAN OWNED-AND-OPERATED SINCE 1955”. The company name and byline fade out as a star sparkles on the projector and another line and lens flares is projected which flashes into“FEATURE PRESENTATION”. A star appears on the projector for the last time before the reels stop and a lens flare travels across “FEATURE PRESENTATION”.

Variant: There was also a version that replaced “FEATURE PRESENTATION” with “COMING ATTRACTIONS”.

FX/SFX: Now this is how you update a logo! The animation and lighting effects make up for a suitable successor to the original Projector.

Music/Sounds: A flute/brass rendition of the first music mixed with a Rhodes piano. Chimes are heard whenever a star shines. Also, like in the first logo, the animation is supported by reverberated percussion that simulates the sound of a projector.

Availability: Extinct; was only used in Jasmine's Theaters back in the early '80s.

Scare Factor: Low; the music is much more soothing than the first logo, plus the graphics are less bizarre than its predecessor.

3rd Opening

(1987-1989)

Nickname: "The Marquee 1.0"

Logo: On a blue gradient background, we see the Planet Theaters logo. Suddenly, the Planet Theaters logo fades into "WELCOME TO THE SHOW!" and the rules for your visit at a cinema. After that, the Planet Theaters logo and the text "AND NOW, OUR FEATURE PRESENTATION" fly in one-by-one.

FX/SFX: The animation in this logo.

Music/Sounds: A late 80s instrumental synth-pop song that sounds like "O La La" by Finzy Kontini (also heard in the 1987 Filipino filmJack en Poy).

Availability: Extinct; no longer seen in theaters.

Scare Factor: Low.

4th Opening

(1989-1992)

Nickname: "The Marquee 1.1", "Mark the Movie Dragon's Debut"

Logo: Same as the previous logo, but at the end, Mark the Movie Dragon walking in front of the marquee, holding the Planet Theaters logo, and says "Enjoy the show, everybody!" "OUR FEATURE PRESENTATION" appears below him.

FX/SFX: The animation in this logo.

Music/Sounds: Same as the previous logo, but Marksays "Enjoy the show, everybody!"

Availability: Extinct; no longer seen in theaters.

Scare Factor: Same as the previous logo.

5th Opening

(1992-1995)

Nickname: "Astro Jetson and Orbitty Jetson meetMark the Movie Dragon", "Astro's First Policy Trailer"

Logo: At the end of the trailer, we see Astro Jetson, Orbitty Jetson and Mark the Movie Dragon in the movie theater chairs watching a purple gradient background. Suddenly, a white ball of light forms, then extends out to form the Planet Theaters shines three times. When the logo shines, "OUR FEATURE PRESENTATION" appears below it.

Trivia: This logo was animated by Nelvana in Canada. Also, it would be the last time the three characters would be seen until 1997.

FX/SFX: The animation in this logo.

Music/Sounds: Don Messick saying the rules of the movie theater. An 80s synth-pop tune that sounds similar to "Let's All Chant" by The Michael Zager Band is heard in the background. At the final part of the opening, a synthesizer tune that sounds like the 1993 General Cinema policy trailer is heard.

Availability: Extinct, but this logo was seen on a bootleg VHS ofFern Gully: The Last Rainforestfrom when it was still in theaters.

Scare Factor: Low.

6th Opening

(1995-September 1, 1996)

Nicknames: "Virtual Theater", "The Virtual Planet Theater"

Logo: Exactly like the 1995 Regal Cinemas policy trailer, but all mentions of "Regal Cinemas" and the Regal Cinemas logo are replaced with mentions of "Planet Theaters" and the Planet Theaters logo. Also, the last parts of the logo show the roller coaster landing in the state of Michigan, going inside a typical Planet Theater of the time and the Planet Theaters logo on a blue gradient background is seen flying with "OUR FEATURE PRESENTATION" at a theater screen.

FX/SFX: The animation in this logo.

Music/Sounds: Exactly like the 1995 Regal Cinemas policy trailer, but theannouncementhas all mentions of "Regal Cinemas" replaced by "Planet Theaters".

Availability: Extinct; no longer seen in theaters.

Scare Factor: Low.

7th Opening

(September 2, 1996-1997)

Nickname: "ArthurPolicy Trailer"

Logo: We see characters from Arthur walk into a typical Planet Theater. Then the rules of the theater appear one-by-one. Afterwards, the Planet Theaters logo appears with "Our Feature Presentation" below in the Laser font.

Trivia: This logo was animated by Cinar in Canada, who also animated the Arthur TV series. In fact, this policy trailer was made to promote the premiere of the TV series.

FX/SFX: The animation in this logo.

Music/Sounds: TBA

Availability: Extinct, but this logo was seen on a bootleg VHS of Space Jam from when it was still in theaters.

Scare Factor: None.

8th Opening

(1997-2000)

Logo: Exactly like the 1997 Cinemark policy trailer, but the beginning part shows "WELCOME TO THE MOVIES!". Front Row Joe, Popcorn Penny, and Elton replaced byMark the Movie Dragon, Astro Jetson and Orbitty Jetson,the cowboy cat is replaced by Yoshi,the cat skeleton is replaced by a dragon skeleton, the cat ghosts are replaced by dragon ghosts, the crying kitten is replaced with Baby Mario in a bubble. Also, the final part shows the Planet Theaters logo and "OUR FEATURE PRESENTATION" zooming in one-by-one and shining.

FX/SFX: The animation in this logo.

Music/Sounds: A 90s eurodance song that sounds like "Surrender" by Soundlovers. The characters in this trailer singing theater rules to the tune of the song.

Availability: Extinct; no longer seen in theaters. It was used in tandem with the next opening starting in 1999.

Scare Factor: Low.

9th Opening

(1999-2000)

Logo: Same as the short-lived Regal Cinemas "Pepsi Girl" policy trailer, but there are a few differences. For example, the logo is animated, the Regal Cinemas logos are replaced with the Planet Theaters logo, and the girl is replaced with Astro Jetson.

Trivia: This was the second policy trailer animated by Nelvana.In the part when Astro Jetson says "How about servin' me up some of your finest?", Orbitty Jetsonpasses a Large Pepsi to him. Also,Mark the Movie Dragon cameos, sitting on the Planet Theaters logo.

FX/SFX: The animation in this logo.

Music/Sounds: Same as the Regal Cinemas "Pepsi Girl" policy trailer, but there are two differences. The girly voice saying "Thank You" is replaced with Astro Jetson's voice saying "Thanks!" and the song at the end is the instrumental version of "Let's All Chant" by The Michael Zager Band.

Availability: No longer in use. It was used in tandem with the previous opening.

Scare Factor: Low to Medium.

10th Opening

(2000-2003)

Logo: Exactly like the 1991 Cinemark policy trailer, but all of the characters are deleted and the beginning shows the Planet Theaters logo instead. Also, Front Row Joe is replaced withMark the Movie Dragon,cat employees are replaced with dragon employees, the kitten crying is replaced with a baby dragon crying, Clyde is replaced withAstro Jetson,Elton eating popcorn is replaced with Yoshi eating popcorn with his tongue,Popcorn Penny is replaced withOrbitty Jetson and after Yoshiin the Cupid outfit throws a heart-shaped arrow to the screen, the Planet Theaters logo is shown again.

Variant: A 3D version of this trailer exists where after the opening ends, a female announcer tells the audience to "put on your glasses for the best experience."

FX/SFX: The animation in this logo.

Music/Sounds: Same as the 1991 Cinemark policy trailer, but the song has all mentions of "Cinemark" replaced by "Planet".

Availability: Extinct; no longer seen in theaters.

Scare Factor: None.

11th Opening

(2000-March 2005)

Logo: We see Mark the Movie Dragon, Yoshi, Astro Jetson and Orbitty Jetson, as well as many other dragons, in a movie theater. Suddenly, all except Yoshi andOrbitty Jetson grab their cell phones and start to talk. Yoshi says to everyone "Please silence your cell phones!!" Everyone silences their cell phones. ThenOrbitty Jetson adds,"Those rules are for all you people too." The Planet Theaters logo appears with the disclaimer "SILENCE YOUR CELL PHONES NOW."

FX/SFX: The animation in this logo.

Music/Sounds: TBA

Availability: Extinct, no longer seen in theaters.

Scare Factor: TBA

Cell Phone Policy Trailers

1st Opening

(2003-October 2011)

Logo: Same as the 2004 Regal Entertainment cell phone policy trailer, but the Regal Entertainment logo is replaced with the Planet Theaters logo andMark the Movie Dragon, Astro Jetson and Orbitty Jetson all appear next to the logo.

Variant: A 3D version of this trailer exists where after the opening ends, the same thing from the previous opening is said.

FX/SFX: Same as the 2004 Regal Entertainment cell phone policy trailer.

Music/Sounds: Same as the 2004 Regal Entertainment cell phone policy trailer.

Availability: Extinct; no longer seen in theaters.

Scare Factor: None. Kind of a silent end to a company that had numerous great openings throughout it's history.

2nd Opening

(March 2011-2016)

Logo: Same as the 2004 Regal Entertainment cell phone policy trailer, but the Regal Entertainment logo is replaced with the Planet Theaters logo andMark the Movie Dragon, Astro Jetson and Orbitty Jetson all appear next to the logo.

Variant: A 3D version of this trailer exists where after the opening ends, the same thing from the previous opening is said.

FX/SFX: Same as the 2004 Regal Entertainment cell phone policy trailer.

Music/Sounds: Same as the 2004 Regal Entertainment cell phone policy trailer.

Availability: Extinct; no longer seen in theaters.

Scare Factor: None. Kind of a silent end to a company that had numerous great openings throughout it's history.