Stelios has no-frills cinema in でっちあげる，人を罪に陥れる

By ROBERT LEA
Updated: 00:00 BST, 3 March 2004

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LIKE a next-世代, Greek Cypriot 小型の-me of Richard Branson, Stelios Haji-Ioannou certainly has an unabashed 注目する，もくろむ for a publicity stunt.

So it is that the 37-year-old 航空機による 大君 is on the streets of Notting Hill Gate today 抗議するing at the 恐れるd 終結 of the 地元の cinema and its rumoured sale to an 無名の 会社／団体 which 明らかに has 計画（する）s to 変える the 105-year-old Coronet i nto a casino and lapdancing club.

Stelios (as he is universally known) has no moral problem with gaming or stripping; if he could think of a 予算 way of selling either he would probably do it. Neither is he a 居住（者） of Notting Hill.

He is there to get publicity for his 最新の 投機・賭ける, easyCinema. And if he can get his 手渡すs on the Coronet - which 保持するs the faded glory of a Victorian music hall - with a 殴り倒す／落札する 企て，努力，提案 of £2m then all the better.

Having had enough of running easyJet, the no-frills 運送／保菌者 which has made him a 相当な personal fortune, Stelios is now concentrating on his wholly-owned 私的な 利益／興味s. His easyInternetCafe and easyCar have lost him large 量s of money, but he believes easyCinema has the 可能性のある to be a real 勝利者.

Different films have different values at different times, says Stelios - with the 商売／仕事-school logic that British cinema-going can be revolutionised in the same way that 柔軟な ticketing 戦略s 激しく揺するd the 航空機による 産業.

The 重要な is what is known in (n)役員／(a)執行力のある-speak as '産する／生じる 管理／経営'. Anyone who has flown easyJet may know what he is talking about. Tickets go on sale 井戸／弁護士席 in 前進する at ひどく-marketed low prices. However, as the date of 出発 approaches and/or 需要・要求する grows, the price 増加するs.

Stelios reckons he could flog the final cinema tickets for a must-see sell-out film for as much as £10. At a 確かな point he starts covering costs and making a 利益（をあげる）.

And those costs are kept to a 最小限 selling tickets on the internet and telling 顧客s to bring their own food and drink. But does the 商売／仕事 model work for film-going?

The 証拠 of his first - and so far only - easyCinema at a multiplex in Milton Keynes, Bucks, is not persuasive. 開始する，打ち上げるd last summer, it has lost about £1m. Stelios has been unable to 安全な・保証する the 権利s to blockbuster movies, having instead to settle for 'second-run' films that have been out for weeks - Christmas 粉砕するs 冷淡な Mountain and Love 現実に opened at easyCinema last 週末.

If you want to see the Oscar-winning 冷淡な Mountain next Thursday you can buy a ticket for just 75p. But even for last-minute 買い手s for tonight, the website is 示すing the 最大限 Stelios is getting away with 非難する is £2. Good news for the punter but not for Stelios.

But as far as Stelios is 関心d, it is London that will 証明する whether his idea will work. He has been scouring the 商業の 広い地所 機関s of the 資本／首都 since before Christmas for a 場所／位置 within the M25 to 開始する，打ち上げる the second easyCinema.

The 地元の brouhaha in Notting Hill has fallen 権利 into his （競技場の）トラック一周. But whether the old-fashioned Coronet is what Stelios is really looking for or just a convenient peg for 解放する／自由な publicity is a 討議する point.

His real fight is with Hollywood and the all-important 権利s to new films. Distributors license films to cinema 操作者s on a 百分率 based on box-office 歳入s. Stelios wants to 支払う／賃金 a 直す／買収する，八百長をするd 量 for a film and then have the freedom to 告発（する），告訴（する）／料金 whatever he likes, at a loss or at a 利益（をあげる）.

That the Hollywood 巨大（な）s will not play ball and are 氷点の him out has led Stelios to 匂いをかぐ a hint of a cartel and 不公平な practices. Lawyers have been 教えるd and 可能性のある 競争 法律 違反s 報告（する）／憶測d to the Office of Fair 貿易（する）ing.

'Having the Coronet would 強化する our 交渉するing position as the distributors could not 正当化する making films 利用できる to the previous owners but not to me,' he said.