Marcus
Theatres®, a division of The
Marcus Corporation (NYSE: MCS), is investing $50 million by the end
of its fiscal 2014 year in May to further enhance customer amenities
across its 55 locations and 685 screens in Wisconsin, Illinois, Iowa,
Minnesota, Nebraska, North Dakota and Ohio.
These investments allow Marcus Theatres to continue its nearly 80-year
tradition as an industry leader in cinematic exhibition with guest
comfort and conveniences at the forefront of the company’s innovative
efforts. Looking at the business from all customer angles, Marcus
Theatres is bringing a full-sensory experience to its movie-going guests.
“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, 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 by May 2014 include:
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DreamLoungerSM recliner additions. These
luxurious, state-of-the-art leather recliners allow guests to go from
upright to a full-recline position in seconds. The conversion to
DreamLounger seating goes beyond simply changing the seats in an
auditorium. These seat changes demand full auditorium remodels to
accommodate the necessary 84 inches of legroom. Thanks to Marcus
Theatres’ strong financial commitment to its business, guests can now
find DreamLoungers in markets throughout Illinois, Ohio, Minnesota,
Nebraska, North Dakota and Wisconsin. In fact, every auditorium in
eight theatres will be equipped with this innovative premium seating
concept by the end of May 2014 with more planned for fiscal 2015
starting in June.
“Wider aisles, improved sight lines and
full reclining options allow you to adjust your position to maximize
your viewing pleasure with the touch of a button,” said Rodriguez.
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UltraScreen® DLXTM
(DreamLounger eXperience) conversions. Marcus
Theatres has always been an innovator and is proud to have introduced
one of the first premium, large-format presentations to the industry
when it rolled out its proprietary UltraScreen concept in 1999.
Marcus Theatres is at it again, as its renovations are now introducing
the UltraScreen DLX, bringing the best in premium, large-format
presentation to its markets. Marcus Theatres is combining some of the
largest screens in the industry with Dolby® Atmos™
immersive sound to elevate the Hollywood experience for guests. Add in
DreamLounger seating and guests receive the ultimate in movie
entertainment.
“Our UltraScreen DLX auditoriums have
brought a new sense of comfort and privacy to movie going. Our
customers are quickly becoming Marcus UltraScreen DLX fans,”
said Rodriguez.
Marcus Theatres will have 11 UltraScreen
DLX screens and 9 traditional UltraScreens in operation by May
2014, with more planned for fiscal 2015.
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Marcus Theatres’ signature cocktail and dining concepts. The
company has branded select theatres with dining alternatives that
range from in-auditorium dining to take out. Marcus Theatres has drawn
on the 50 plus years of food and beverage experience of its parent
company, The Marcus Corporation, to provide an unparalleled dining
experience in the movie theatre industry.
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Big Screen Bistros℠ offer full-service, in-theatre
dining with a complete menu of drinks and chef-prepared salads,
sandwiches, entrées and desserts. This concept ensures guests can
complete their evening out with first-rate culinary cuisine – even
when tight on time. Currently, Marcus Theatres offers this popular
concept in multiple screens in two of its theatres, with three
more theatres scheduled by the end of May 2014.
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For guests who would welcome a drink before, during or after their
movie, Take Five Lounges give customers an
attractive onsite option. These full-service bars offer an
inviting atmosphere, a chef-inspired dining menu, along with a
complete selection of cocktails, locally-brewed beers and wines.
In many markets, these state-of-the-art amenities are becoming
adult destinations. Take Five Lounges are ideal venues to watch
sporting events, enjoy an after-work outing or toast a special
occasion. Marcus Theatres will double its number of Take Five
Lounges to 12 by the end of May 2014, with more scheduled in
the coming year.
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The Zaffiro’s Express concept offers lobby
dining that includes appetizers, sandwiches, salads, desserts and
the have-to-try Zaffiro’s THINCREDIBLE® handmade
thin-crust pizza. Marcus Theatres is also doubling the number of
theatres that offer this delectable amenity. By the end of May
2014, the company will have Zaffiro’s Express in 12 theatres with
further expansion plans in the year ahead.
“We are working hard at Marcus Theatres to understand the ever-changing
needs of our guests,” said Rodriguez. “In addition to providing them
with desired amenities, we want to make sure that we understand their
preferred products and programming, as well as the proper price value.”
The results of this customer focus have translated into additional
promotions and new products like Midnight Madness with extended
late night showings at select theatres.
On the programming front, Marcus Theatres has launched the Theatre
Entertainment NetworkTM which features a vast
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.”
About Marcus Theatres
Marcus
Theatres®, a division of The
Marcus Corporation (NYSE:MCS), is the fifth largest theatre circuit
in the United States and currently owns or operates 685 screens at 55
locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North
Dakota and Ohio. For more information, please visit www.marcustheatres.com
and follow the company on Facebook
and Twitter
(@Marcus_Theatres).
About The Marcus Corporation
Headquartered in Milwaukee, Wisconsin, The
Marcus Corporation is a leader in the lodging and entertainment
industries, with significant company-owned real estate assets. In
addition to its Marcus
Theatres division, the company’s lodging division, Marcus®
Hotels & Resorts, owns and/or manages 18 hotels, resorts and
other properties in 10 states. For more information, visit the company’s
website at www.marcuscorp.com.
Certain matters discussed in this press release are “forward-looking
statements” intended to qualify for the safe harbors from liability
established by the Private Securities Litigation Reform Act of 1995.
These forward-looking statements may generally be identified as such
because the context of such statements include words such as we
“believe,” “anticipate,” “expect” or words of similar import. Similarly,
statements that describe our future plans, objectives or goals are also
forward-looking statements. Such forward-looking statements are subject
to certain risks and uncertainties which may cause results to differ
materially from those expected, including, but not limited to, the
following: (1) the availability, in terms of both quantity and audience
appeal, of motion pictures for our theatre division, as well as other
industry dynamics such as the maintenance of a suitable window between
the date such motion pictures are released in theatres and the date they
are released to other distribution channels; (2) the effects of
increasing depreciation expenses, reduced operating profits during major
property renovations, and preopening and start-up costs due to the
capital intensive nature of our businesses; (3) the effects of adverse
economic conditions in our markets, particularly with respect to our
hotels and resorts division; (4) the effects of adverse weather
conditions, particularly during the winter in the Midwest and in our
other markets; (5) the effects on our occupancy and room rates of the
relative industry supply of available rooms at comparable lodging
facilities in our markets; (6) the effects of competitive conditions in
our markets; (7) our ability to identify properties to acquire, develop
and/or manage and the continuing availability of funds for such
development; and (8) the adverse impact on business and consumer
spending on travel, leisure and entertainment resulting from terrorist
attacks in the United States or incidents such as the tragedy in a movie
theatre in Colorado. Shareholders, potential investors and other readers
are urged to consider these factors carefully in evaluating the
forward-looking statements and are cautioned not to place undue reliance
on such forward-looking statements. The forward-looking statements made
herein are made only as of the date of this press release and we
undertake no obligation to publicly update such forward-looking
statements to reflect subsequent events or circumstances.
Copyright Business Wire 2014