Marcus Theatres enhances 17 auditoriums

Six Wisconsin theaters get facelift with larger screens, reclined seating

Last updated on July 7th, 2019 at 02:35 pm

Area Star Wars fans will be able to take in the film series’ next production, “Star Wars: Episode VII – The Force Awakens,” on cutting-edge screens and in “DreamLounger” seating, thanks to a recent wave of renovations completed by Marcus Theatres.Movie theater_288076688_Shutterstock.jpg

The theater company, a division of Milwaukee-based The Marcus Corporation, by mid-December will have unveiled 17 premium large-format auditoriums at 11 cinemas in Wisconsin, Illinois, Minnesota, Nebraska and Iowa.

The renovations include the implementation of UltraScreen and SuperScreen DLX auditoriums.

UltraScreen DLX auditoriums are outfitted with a large screen, DreamLounger leather recliners and Dolby Atmos multidimensional sound. SuperScreen DLX auditoriums feature a slightly smaller screen – though one that is still bigger than that of a standard theater – in addition to DreamLounger leather recliners and Dolby Atmos multidimensional sound.

Both kinds of auditoriums feature speakers positioned in the front, back and sides as well as across the ceiling.

Six Wisconsin cinemas are receiving facelifts. South Shore Cinema, of Oak Creek, and Point Cinema, of Madison, are each opening one new SuperScreen DLX auditorium; Hollywood Cinema, in Appleton, has added DreamLounger seats and Dolby Atmos sound to its UltraScreen auditorium; Appleton East Cinema, of Appleton, and Bay Park Cinema, of Green Bay, are each introducing two new SuperScreen DLX auditoriums; and Oshkosh Cinema is adding one new SuperScreen DLX auditorium.

Once those auditoriums have been completed, Marcus Theatres will have 18 PLF screens in Wisconsin.

Other recent renovations have affected two theaters in Illinois and one in each of Minnesota, Nebraska and Iowa.

Marcus Theatres has invested more than $100 million in renovations and new theater sites across its portfolio in the last two and a half years, according to Rolando Rodriguez, president and chief executive officer of the theater division.

“As part of this, auditorium enhancements and the addition of more PLF screens are a top priority,” Rolando said in a press release. “Our aggressive timeline to open these new screens will enable more fans to experience ‘Star Wars’ and other upcoming blockbusters in the way they are meant to be viewed – on a bigger screen with enhanced sound and increased comforts and conveniences.

All 11 theater locations impacted by renovations have continued to show films during construction.

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