Marcus Theatres invests $50 million in customer amenities


Marcus Theatres announced it is investing $50 million by the end of its fiscal 2014 year in May to enhance customer amenities across its 55 locations and 685 screens in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio.

“In our auditoriums, we have impacted what our customers see and hear, as well as the personalized comfort they feel during their visits,” said Rolando B. Rodriguez, president and chief executive officer of Marcus Theatres. “We have combined tantalizing food and drink with the broadest range of dining alternatives in the industry. Marcus Theatres is proud to provide our guests a first-rate entertainment experience through its historical focus on quality, value and exceptional customer service.”

Investments include new DreamLounger℠ recliners, luxurious leather recliners which allow guests to go from upright to a full-recline position in seconds. These seat changes demand full auditorium remodels to accommodate the necessary 84 inches of legroom. Marcus guests can now find DreamLoungers in markets throughout Illinois, Ohio, Minnesota, Nebraska, North Dakota and Wisconsin. Every auditorium in eight theatres will be equipped with this premium-seating concept by the end of May 2014, with more planned for fiscal 2015 starting in June.

Marcus is also stepping up its UltraScreen® DLX™ (DreamLounger eXperience) conversions. Marcus is combining some of the largest screens in the industry with Dolby Atmos™ immersive sound and DreamLounger seating. Marcus Theatres will have 11 UltraScreen DLX screens and nine traditional UltraScreens in operation by May 2014, with more planned for fiscal 2015.

Marcus is also unveiling three new Big Screen Bistros℠, with full-service, in-theatre dining with a complete menu of drinks and chef-prepared salads, sandwiches, entrées and desserts; six new Take Five Lounges (full-service bars); and six new Zaffiro’s Express sites offering lobby dining that includes appetizers, sandwiches, salads, desserts and handmade thin-crust pizza.

On the programming front, Marcus Theatres has launched the Theatre Entertainment Network, which features an array of series-based programming including classic movies, genre-specific films and live performances. In addition, Indie Focus offers the best art and independent films.

“Marcus Theatres has a rich history in the industry,” said Rodriguez. “Fifteen years ago, we were the first to offer the premium large-screen format. Now, we’re taking our ability to innovate and combining it with our expertise in the hospitality business to create the ultimate entertainment experience for our guests. We look forward to further investing in our business and customers as we build the Marcus Theatres brand.”