Rein Rabakkuk, Executive Director of South Central States National Association of Theatre Owners (SCNATO), has announced that the Premiere Cinema 16 at Colonial Mall in Temple, Texas has been named the winner of the organization's Annual Cine-Show Showmanship Award.

The award is given each year to a cinema complex in one of the southern states served by SCNATO, including Texas, Oklahoma, Louisiana, and Arkansas. The award recognizes the winner for outstanding achievement in promotion of movies and the movie-going experience at the local or regional level. The award will be presented Wednesday night at the annual Cine-Show convention, trade show and banquet at the Hollywood Casino in Shreveport, LA.

The campaign was conceived by Marketing Director Trish Lee, along with Theatre Manager's Tony Delgado and Ame Leal, and included a barrage of radio and television time, newsprint and participation from various other business partners such as Red Lobster, Bennigans, Olive Garden, Casa Ole, Golden Corral and Electronics Boutique. Theatre staff, mall personnel and customers dressed in authentic Matrix outfits, turning the theatre into a costumed future-world atmosphere for opening weekend.