Yes, it's movie blockbuster season again, but, in a non-directorial kind of way, the setting has dramatically changed.
At Marcus Theatre's The Ridge Cinema in New Berlin and The Majestic Cinema in the town of Brookfield, movie-goers are reclining into a new era, the latest sequel in a string of innovations that has transformed movie houses.
In short, it's all about the sights, the sounds, the seating and the culinary selections.
The one-screen, low-slope auditoriums of yesteryear are now comfort-focused stadium-sloped complexes with ultra-comfy reclining chairs in which falling asleep during a film is quite understandable.
The hot dog, popcorn and movie candy concessions have been supplanted by a menu board too large to describe in one sentence. If that's not enough for you, there arefull-fledged eateries inside the complexes as well.
Even the term "film" is outdated. What you see on the screen are almost exclusively digital images loaded into a special projector that depends on data transfers and computer-controlled timing and cues to begin the show. State-of-the-art sound systems are part of the package.
Milwaukee-based Marcus Theatres is promoting the recent changes to both theaters, trying to attract movie buffs— most of who pick their seats and order their tickets online or through smart device apps these days— with the promise of a new experience in front of the big, or ultra-big, screens.
We asked Julie Caan, communications specialist with Marcus Theatres, and Shawn Mellon, operations manager for The Majestic Cinema, what people who haven't been to the movies lately can expect.
1. Seating
What was the biggest motivating factor for making the conversions? Have sales increased as a result?
Caan: "We stay in touch with our customers and, based upon their overwhelmingly positive feedback, have continued to install DreamLoungerrecliners across our theatre circuit. Beyond comfort that feels like home, guests appreciate the convenience that comes with the ability to reserve their favorite seats in advance.
"Encouraged by this response, Marcus Theatres now offers recliner seating at seven of our 10 theaters in the Greater Milwaukee area — with many more locations throughout our circuit as well. While we are not able to disclose specific figures, we can share that, following the conversion from traditional seating to recliner seating, many of our auditoriums experience higher occupancy rates."
2. Sound
Immersive sound is one of those features that's almost subliminal. How to you measure audience response to that new element?
Caan: "DolbyAtmosmultidimensional sound features speakers along the front, back, sides and ceiling of the auditorium to create an immersive, virtual soundscape. It is an important element of our SuperScreen DLXand UltraScreen DLXauditoriums, which also feature premium large format (PLF) screens and recliner seating — many locations, including the Ridge and Majestic, feature the option for heated recliner seating.
"While difficult to measure formally, two ways that we can gauge audience response to this advanced sound technology are through in-person feedback and demand for our SuperScreen DLX and UltraScreen DLX auditoriums. For films such as “Star Wars,” that feature dynamic sound as a storytelling technique, we have heard from guests that they feel more involved and part of the action. After enjoying a film in an auditorium with this sound capability, guests are more likely to seek out the experience for future visits — especially when seeing a big blockbuster film."
3. Screen
What's the difference between Ultra Screen and Super Screen, and how is Super Screen an upgrade from what was in place before?
Caan: "UltraScreen DLX and SuperScreen DLX auditoriums both feature premium large format (PLF) screens. The main difference is that the UltraScreen DLX screen is larger (actual measurements vary by location). Along with their oversized screens, both UltraScreen and SuperScreen DLX concepts have Dolby Atmos multidimensional sound and DreamLounger recliner seating (many locations with the option for heat) to create the ultimate moviegoing experience. Other auditoriums feature traditional-size screens and,while they may have DreamLounger recliners, do not include the option for heated recliners or immersive sound."
4. Food
How would you compare food choices in your theaters from a decade ago until today?
Caan: "A decade ago, Marcus Theatres began experimenting with offerings beyond traditional concession stand fare at the Majestic Cinema of Brookfield, including Zaffiro’s Expressand Take Five Lounge. After positive response at the Majestic and a small handful of other locations, including the Ridge, we began rapidly expanding these concepts across our theatre circuit over the past five to six years — and continuing. Today, Marcus Theatres can now firmly say that we are in the food and beverage business, just as we are in the movie business.
"At present, the Marcus Theatres portfolio of food and beverage concepts includes:Zaffiro’spizzeria restaurant,Zaffiro’s Express pizzeria featuring counter-side pick-up,Take Five Loungecasual lobby bar,Big Screen Bistroin-auditorium dining,Reel Sizzlefeaturing Americana fare for counter-side pick-up, and BistroPlexfeaturing all in-auditorium dining.
"As our flagship theater, The Majestic, many of these concepts were pioneeredbefore being adopted across the circuit. The Ridge has also been at the forefront of new dining concepts, including a standalone Zaffiro’s restaurant and Zaffiro’s Express.
"Although traditional concession items continue to be the base of our food and beverage operation, today’s time-crunched guests enjoy the opportunity to combine their meal and a movie in one outing."
