Santa Cruz Cinema is owned and operated by the same family that owned Century Theatres. Their first theater, the Rita in Vallejo, CA, opened in 1941, starting a business that would grow to become the fourth largest movie theater chain in the country. In 2006, the company divested Century Theaters and began a process of diversification into other hospitality and sports-related businesses, including VillaSport Athletic Club and Spa, Tomatina restaurants, and Peacock Gap Golf Club, as well as commercial and residential real estate developments while staying in the movie business with West Wind Drive-Ins and Public Markets.