Marcus Theaters transforms auditorium into sports bar with big screen TV – Deadline

Marcus Theaters transforms an auditorium at its Gurnee Mills theater outside Chicago into a sports bar with high-definition monitors and food and drink starting with March Madness as chains experiment with new ways to attract customers .

“I can’t think of a better place to watch these games,” CEO Greg Marcus said. Plans call for 12 big-screen monitors with game streaming over speakers, but up to eight events at a time available to select and watch by downloading an app. It is not theatrical content and avoids the issue of sports rights. The exhibitor may remove a few theater seats to make room for a few high peaks, but will keep most “because that’s what makes it special,” Marcus said on a call after the latest results from the company. Food and beverages will be delivered to seats.

Marcus Theaters said earlier it turned profitable for the three months ended December for the first time since Covid hit, becoming the last circuit after AMC Entertainment and Cinemark with much improved numbers and an optimistic outlook in the business. one of the entertainment industries hardest hit by the pandemic.

“As vaccination and recall rates have increased and the Omicron variant fades, we expect future studio movie releases to respond to growing consumer enthusiasm for seeing movies regularly on the big screen. “said Rolando Rodriguez, CEO of Marcus Theaters.

The country’s fourth-largest chain posted an operating profit of $18 million for the December quarter, compared to a loss of $42 million for the 2020 period. Revenues fell from $14 million to $116 million of dollars.

Marcus also owns resorts and hotels, also in recovery mode. Total company sales were $169 million compared to $36.7 million, with net income of $6.4 million compared to Red Ink’s $39 million the previous year.

“While still below pre-pandemic levels, attendance continued to improve in the second half of the year, reaching its highest levels since the pandemic in the fourth quarter, when a number of high-quality films have captured the imagination of moviegoers,” Rodriquez said. Spider Man: No Coming Home is the third highest-grossing film of all time. Other top performers: Venom: Let There Be Carnage, Eternals, Ghostbusters: Afterlife and no time to die.

There was a bit of a drought in the first months of 2022. But The Batman opening tonight will kick the year into high gear, followed by a series of releases, including Morbius, Sonic the Hedgehog 2, Ambulance, Fantastic Beasts: Dumbledore’s Secrets, Doctor Strange in the Multiverse of Madness, Downton Abbey, Maverick, Jurassic World: Dominion, Spider-Man: Across the Spider-Verse, Black Panther: Wakanda Forever, Avatar 2 and Aquaman 2.

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