Milwaukee-based Marcus Theatres announced today it will invest $50 million in customer amenity improvements across its footprint.
The company, a division of The Marcus Corp., plans to make the changes at its 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio by the end of its 2014 fiscal year in May.
The improvements will deliver a “full-sensory experience” to moviegoers. They include DreamLounger reclining seat installations, UltraScreen DLX large-format and immersive sound conversions and signature cocktail and dining offerings, including Big Screen Bistros in-theatre dining, Take Five Lounge full-service bars and Zaffiro’s Express lobby dining.
“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.”
