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Art house bucks multiplex trend in Herzliya

URL: http://www.jewishjournal.com/from_hollywood_to_the_holy_land/article/art_house_bucks_multiplex_trend_in_herzliya

It’s not easy to find the Cinematheque Herzliya. The name is written in simple block Hebrew letters over the awning of an indoor strip mall located on Sokolov Street, the main artery in this central coast town. The obscurity is a sharp contrast from the American-style multiplexes located at the major malls near the entrance to the city, like Cinema City, Israel’s largest, or the Rav Chen. A strip mall isn’t a place where one expects to find a cultural venue. There’s an old-fashioned barbershop, a dry-cleaning store, a mom-and-pop-style household goods store and a nondescript clothing boutique. The Cinematheque was built on the grounds of the building’s old movie theater, once a local hangout until multiplexes decimated Israel’s early theaters. But the location couldn’t be more fitting for the cozy art house: It was founded on the belief that good films aren’t always about bombast, glamour and big names. Rather, they’re down-to-earth, independent and hard to find.

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