I knew I loved Tarantino for a reason - from the article:

"Jefchak works at the New Beverly, which is owned by Quentin Tarantino. A regular at the art-house cinema, Tarantino bought the place in 2007, when it was in danger of closing. The New Beverly still plays traditional reel-to-reel 35mm, and Tarantino has said that the day the cinema puts in a digital projector is the day he burns it to the ground."