MILWAUKEE--(BUSINESS WIRE)-- Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), is continuing its multi-million dollar investment in its circuit to bring consumers the ultimate movie-going experience. With a tradition as an industry leader and innovator, Marcus Theatres continues to outperform the industry as it announces significant renovations and new amenities at additional locations.
The renovations will add DreamLoungerSM recliner seating to all of the auditoriums at the South Shore and Menomonee Falls Cinemas in the Milwaukee market and the Elgin Cinema in Elgin, Illinois. Existing UltraScreen® auditoriums at the Elgin Cinema and the Pickerington Cinema in Ohio, and an additional auditorium at the Twin Creek Cinema in Nebraska, will be upgraded to the UltraScreen DLX® concept. A Take FiveSM Lounge will also be added at the Pickerington and South Shore Cinemas, and Zaffiro's® Express outlets will be added at the South Shore, Elgin and Pickerington locations. Additional renovations are planned for the Southgate Cinema in Milwaukee and the Majestic Cinema of Brookfield, Wisconsin. The investments in these locations respond to the ever-changing needs of customers.
"It is important to create options, comforts and conveniences for our guests," said Rolando Rodriguez, president and chief executive officer of Marcus Theatres. "Going to the movies is a social event that can be personalized based on preferences and occasions. Our DreamLounger recliner seating is perfect for all occasions; visiting the Take Five Lounge is great for those looking for a beverage or snack before or after a movie; our UltraScreen DLX auditoriums provide a premium experience to see the latest blockbuster film the way it was meant to be seen; and Zaffiro's Express and Big Screen Bistro offer a great way to combine dinner and a movie. By better meeting our customers' needs, we are able to provide choices they can appreciate."
Marcus Theatres' unique DreamLounger seating concept is one of the amenities that continues to garner rave reviews among consumers. DreamLounger electric recliners allow the moviegoer to go from seated upright to a full recline at the touch of the button and provide maximum comfort with seven feet of legroom between seats. There are currently eight theatres that offer DreamLounger seating in every auditorium and the latest investments will add recliner seating to three more theatres. When completed, approximately 25 percent of the total screens in the company's circuit will offer this amenity, one of the highest percentages in the industry.
Another popular amenity from Marcus Theatres is its premium large-screen format auditoriums, most notably the UltraScreen DLX (DreamLounger eXperience) which features a massive screen, DreamLounger recliners, and Dolby® Atmos® sound. Screens up to 70-feet wide and a fully immersive sound experience make guests feel part of the action. Circuit-wide, Marcus Theatres currently has 11 UltraScreen DLX auditoriums and an additional nine traditional UltraScreens. The latest investments will convert two of the traditional UltraScreen auditoriums to the new UltraScreen DLX concept and will update an additional auditorium, bringing the total count to 21.
Unique dining concepts at select Marcus Theatres are also broadening the traditional movie-going experience. From in-auditorium dining to pick-up and takeout, a variety of innovative food and beverage options helps to create a more comprehensive night out:
Take Five Lounges bring casual dining, appetizer and beverage options to Marcus Theatres. Guests can relax over food and a drink before and after a movie, adding to the ideal night out. At all locations, customers can bring beverages from the Take Five Lounge into the auditorium to enjoy during the movie. With the newest locations, the company will have 13 Take Five Lounges throughout the circuit.
Zaffiro's Pizzeria & Bar restaurants and Zaffiro's Express provide a variety of menu options that include appetizers, sandwiches, salads, desserts and the must-have Zaffiro's THINCREDIBLE® handmade thin-crust pizza. Zaffiro's Express venues allow guests to place their order at the counter and pick it up when it is ready. When the new Zaffiro's Express locations open, the company will have three full-service Zaffiro's restaurants and 14 Zaffiro's Express outlets.
The company's Big Screen Bistro concept offers full-service, in-theatre dining with a complete menu of entrees, appetizers, salads, sandwiches, desserts and drinks. Guests place their order with waitstaff and their food and beverages are delivered right to their seats. Five theatres currently offer Big Screen Bistro auditoriums.
The latest investments in the company's theatres also will include a new lobby, concessions area and updated seating in all auditoriums at the Southgate Cinema in Milwaukee, as well as additional food and beverage options and relocation and expansion of the current Take Five Lounge at the Majestic Cinema of Brookfield. Construction continues on the new Palace at Sun Prairie Cinema in Sun Prairie, Wisconsin. This 12-screen entertainment destination will combine the company's latest innovations under one roof, including all-reserved DreamLounger recliner seating in every auditorium, two UltraScreen DLX auditoriums, four Big Screen Bistro auditoriums, a Zaffiro's Express and a Take Five Lounge, further adding to the amenity totals noted above when the theatre opens in late Spring 2015.
"As we consider renovations, we evaluate the needs of each theatre to better provide the amenities that best fit that particular location," said Rodriguez. "At Marcus Theatres, we are committed to creating a more comprehensive movie-going experience, and recognize the value of customizing that experience for our theatre communities. We'll continue to explore opportunities and investments that will grow our theatre circuit and create enhanced entertainment destinations for our customers."