Member Profile
Innovating the Movie Experience Marcus Theatres
The movie industry is changing. According to a March 2014 Wall Street Journal article, overall theatre attendance was down, even while revenues were up. The article attributed the decrease to a couple of factors: increased price of tickets and greater access to better at-home movie experiences. The article talked about a new idea in cinema to offer discounted tickets on one weekday. That’s exactly what Marcus Theatres has done with their $5 Tuesday offer. Marcus, the fifth largest theatre circuit in the U.S. with 685 screens across 55 locations, has three theatres with 31 screens in Fargo and Moorhead. The offer has been successful for local theatres, according to Rick Solarski, Marcus West Acres 14 general manager. “We’ve had really good turnouts on Tuesdays with minimal impacts to weekend sales,” Solarski said. He explained that Mondays and Wednesdays have seen decreased attendance, but he believes the majority of people who take advantage of the deal are people who wouldn’t normally go to movies or are even seeing the movie for a second or third time. They also have specific discounted tickets for students, teachers and seniors. Discounting isn’t the only way Marcus is looking to draw more moviegoers. They are working to create a theatre experience that is as comfortable as your home while adding top of the line audio and visual elements. The most notable change at local theatres is
18 | June 2015
the seats. “Most people are going to notice the Dream Loungers first,” Solarski said. The new leather recliners offer moviegoers the ability to sit back and relax while offering additional legroom and the ability to reserve your seat in advance. All the auditoriums at Marcus Century Cinema and the UltraScreen at Marcus West Acres feature the new recliners. One of Solarski’s favorite updates is the new Dolby Atmos sound system in the two UltraScreens. The system, which can support up to 64 speakers, envelopes viewers in the environment filmmakers wish to create. The staff used the example of “Dawn of the Planet of the Apes” when it sounds like the rain is falling all around you, right from the comfort of your seat. Some of the changes affect the experience before viewers even step foot into an auditorium. When adding the new seating, Marcus also renovated the entire ticketing and snack areas. You can also purchase your tickets before you even get to the theatre using the new Marcus Theatres app. Surcharges for purchasing are also a thing of the past as long as you are member of the new Magical Movie Rewards program. You’ll also earn points as you buy tickets and treats at the theatre. After all these updates and changes, Marcus is still doing what they have been for the last 80 years: making movies into an experience for viewers.