Northlake cinema previews ‘future of the movie theater industry’

Although officials at Movie Tavern by Marcus Tucker cinema called their Nov. 20 event a grand re-opening, the multi-screen theater did not actually close during the extensive renovation of the 27,000-square-foot facility.

“We had to close off parts of the theater while work was being done, and we hope that didn’t inconvenience our guests too much,” explained Chief Marketing Officer Ann Stadler, adding that she’s confident those who visit now will be delighted.

Rolando B. Rodriguez, chairman, president and chief executive officer of Marcus Theatres Corporation, said he is especially excited about the transformation of the Northlake-area movie house because he worked there as its manager years earlier. “This theater has long been a popular spot in the Tucker area, we’re proud that we have transformed it into one of the best movie theater experiences to be found anywhere in the country.” Movie Tavern opened originally in 2008.

According to AnythingResearch, a 10-year-old research company focused on providing data on market changes affecting more than 1,200 industries, the movie theater industry is being forced to make changes to continue attracting audiences. “Though facing an increasingly competitive film viewing environment, the movie theater industry is investing in innovations to keep visitors, and to keep them entertained,” AnythingResearch notes in an online article.

“Movie rental companies, on-demand video options, large-screen TVs, and legal and illegal movie downloads are significant competition to first-run movie theaters and have contributed to declines in recent years. To remain competitive, the industry must focus on creating an even better movie-going experience by replicating the comforts of home and introducing options unavailable at home,” the article continues. The reinvention of Movie Tavern is apparently a response to that industry challenge.

Movie Tavern was purchased in February by Marcus Theatres, a division of Marcus Corp. The new owners renamed the eight-screen theater Movie Tavern by Marcus and began upgrading both the viewing and dining experience. Among its new amenities are seats, called DreamLounger seating, that look and feel more like home recliners than traditional theater seating. Each auditorium has been upgraded to SuperScreen DLX, which the theater describes as “featuring an oversized screen and immersive sound for the ultimate moviegoing experience.”

“The sound is amazing. For example, if the scene is in a forest, it sounds as if birds are actually chirping over your head,” Stadler said. Corridors and lobby space were upgraded as well, she added.
Although the old Movie Tavern sold refreshments that went beyond such standard movie fare as popcorn and nachos, Movie Tavern by Marcus has expanded the offerings to what it calls “a chef-driven menu” with entrees, garden picks and tavern pizzas, burgers, sandwiches and other items from snacks to full meals. Beer and wine also are available. The new format also provides customers the option of ordering food and drink at the concession stand and having it delivered to their seats.

“What you see here is the future of the industry and we’re on the cutting edge,” Rodriguez said. “We believe this theater will attract people from across the metro Atlanta area.

“Tucker is perfect for a concept like this. It has always been a vibrant community, but now that it is a city even more exciting things are happening,” he continued. “We’ll be giving back to the community through projects with the high school and other Tucker institutions.”

Founded in 1935 with the opening of a single-screen movie theater, Marcus Theatres now bills itself as the fourth largest movie theater circuit in the United States. It operates 1,106 screens at 91 locations in 17 states, including the Movie Tavern locations. Marcus Theatres is one of two divisions of lodging and entertainment leader, The Marcus Corporation.