The so-called "butterfly twin" complex, developed by the newly-named General Cinema Corporation of Boston, became a fixture at many a mall during the 1960s. The first installation, known as Cinema I & II, opened as an outparcel of North Carolina's CHARLOTTETOWN MALL in November 1963. An identical twin theatre opened in December 1964 at San Antonio's NORTHSTAR MALL. 

Three GCC "butterfly twins" would debut simultaneously, at Houston's GULFGATE SHOPPING CITY, MEYERLAND PLAZA and NORTHLINE SHOPPING CITY, in April 1965. One also opened at Dallas's NORTHPARK CENTER -and at Greater Boston's WESTGATE SHOPPERS' PARK- in the same year. In July 1967, a butterfly twin installation was completed at Indianapolis' GLENDALE CENTER.