SCREEN One at Cleethorpes' Parkway Cinema filled with applause at a celebration of the life of its owner, Gerald Parkes.
A special film, introduced with the Pearl And Dean fanfare, was filled with photographs highlighting the hugely successful career of the late Mr Parkes, who was 50 years "a movie mogul".
He died on May 30, aged 69, after battling cancer for two years.
About 400 relatives, friends and customers laughed throughout the film, entitled A Celebration Of An Extraordinary Life For Gerald Parkes MBE.
It concluded with Superman-style credits which rolled out some of his favourite catchphrases, including his regular response to "How are you?" – "I'm overworked and underpaid."
Another was: "Remember I have a mortgage and a wife to pay for" and "There are too many spoons in my jam pot".
There was another round of laughter when celebrant Robin Parker joked that Mr Parkes would be looking down "hacked off that the cinema was full and no one had paid for a seat".
Cataloging his decades of success in the cinema industry, including running The Majestic, in Scunthorpe, and the Louth Playhouse, Mr Parker said Mr Parkes was "never more proud" then when he receive his MBE, just days before he died.
He was equally proud at becoming a grandfather for the first time earlier this year, to Isabelle.
The audience heard Mr Parkes pioneered giving out 3D glasses to customers – a practice that is now common in every cinema in the country.
Business partner Rob Younger said Mr Parkes joked he was "the movie mogul of the Grimsby parish".
Mr Younger continued: "As we prepared for the service of celebration, we could almost feel him in the room. It was as if he was telling us how to use the lighting and the drapes."
He told how Mr Parkes renamed Screen Nine "The Hayward Suite" after his wife Denise's maiden name.
Chairman of Cleethorpes In Bloom Bob Callison said: "It wasn't just about the nine-screen cinema; it was about his impact to tourism, which will be sadly missed.
"His vision was tremendous. He had true community spirit."
The chairman of Louth Film Club Alex McMullen said: "He was incredibly supportive and great to work with.
"He has been responsible for keeping our lovely town centre alive. That is down to him. He spent a lot of money refurbishing The Playhouse."
Former cinema manager Ralph Dalton, who worked for 60 years at Louth, said: "He was a fantastic organiser. He always knew exactly what he wanted."
