Marcus Theatres begins major renovations at Wehrenberg locations
Marcus Theatres announced that this year it will be enhancing the moviegoing experience at six of the 14 properties it acquired from Wehrenberg Theatres in December 2016. DreamLounger℠ recliner seating will be installed at Marcus Wehrenberg Cape West (Cape Girardeau), Chesterfield, Des Peres and Ronnie’s (St. Louis) in Missouri, and Bloomington and O’Fallon Cines in Illinois. In addition, four of these locations will add at least one new food and beverage concept and three will receive a Marcus signature premium-large-format screen (PLF). Future enhancements are already being planned for other acquired locations as well.
“It is important that we continue to provide the community the ultimate destination for moviegoing,” said Rolando Rodriguez, chairman, president and chief executive officer of Marcus Theatres. “DreamLounger recliners are one of the most popular amenities throughout our circuit. Adding these seats to six theatres will provide guests the comforts of home while at the movies. We are excited to hear the community’s reaction to the investments we are making, which will help create a more comprehensive entertainment experience all under one roof.”
Current renovations are in various stages across the six locations, but they begin with the addition of DreamLoungers to all non-IMAX® auditoriums. Although a few are still under construction, every open auditorium at Ronnie’s Cine currently features the recliner seating, while Bloomington, Cape West and Chesterfield Cines began their renovations in July and Des Peres and O’Fallon are soon to be under construction.
Company feedback suggests that guests enjoy the comfort of DreamLounger recliners and appreciate double the legroom between rows and the ability to go from a seated upright position to a full recline with the touch of a button. They also appreciate the convenience of reserved seating.
Three properties also will receive a PLF screen—another popular amenity now at nearly 60 percent of locations throughout the company’s circuit. The MegaScreen at Chesterfield will be transformed into an UltraScreen DLX® auditorium, which features a massive screen, DreamLounger recliners and DolbyAtmos® multidimensional sound with speakers along the front, back, sides and ceiling of the room. Cape West and Ronnie’s Cines will each receive one SuperScreen DLX auditorium, complete with DreamLounger seating, oversized screens and immersive Dolby Atmos sound. All PLF auditoriums will feature heated recliner seating, which can be turned on or off with the push of a button.
In addition to auditorium renovations, special food and beverage concepts at various locations will help broaden the traditional moviegoing experience. These include the casual-dining Take Five Lounge℠; Reel Sizzle®, which serves up menu items inspired by classic Hollywood and the iconic diners of the 1950s; Zaffiro’s℠ Express, a quick pickup service known for its Thincredible® handmade pizza, and Big Screen Bistros℠ offering full-service, in-theatre dining with a complete menu of entrees, appetizers, salads, sandwiches, desserts and drinks.
Additional updates in lobbies and corridors are also part of some of the renovations. All current projects are expected to be completed by the end of the year.