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Brookfield, WI: Marcus Theatres Threatens Lawsuit Over Planned Movie Theater at The Corners of Brookfield

Posted on Wednesday, October 4th, 2017 4:42 PM and updated on Wednesday, October 4th, 2017 6:02 PM


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Photo by Silverspot Cinema

What happens when a new movie theater operator wants to move into an area controlled by another chain? Expect a battle!

That's what's happening now over a planned movie theater project located at The Corners of Brookfield shopping center in the Town of Brookfield, Wisconsin (located just west of Milwaukee), which was announced in June and followed by news in August that it would be operated by Miami-based Silverspot Cinema.

Soon thereafter, Marcus Theatres, which is the dominant theater chain in the Milwaukee metropolitan area, announced that it intended to build a new movie theater at the Brookfield Square shopping center,  which is just a few miles to the east. That meant that the Silverspot Cinema would be located between that new project and one of Marcus' flagship locations, the Marcus Majestic Cinema of Brookfield, which is located about a mile west.

The news of the threat was published recently in the Milwaukee Journal Sentinel:

The owner of Marcus Theatres is threatening a lawsuit to bar a rival cinema at a new Brookfield mixed-use development that the company helped launch.

Allowing Silverspot Cinema to operate at The Corners project would violate a development agreement signed by Town of Brookfield officials and the project's developers, including Marcus Corp., according to the Milwaukee-based company.

That contract doesn't allow a change to the final plans for The Corners without the approval of Marcus Corp., said a letter to town officials from Greg Marcus, president and chief executive officer.

Click the Read link below to view the full article.

The meeting of the Town Board and Plan Commission was on October 3, 2017, and no minutes have been published at the time of the writing of this article.

Coincidentally, The Corners of Brookfield was built on the site of the former Marcus West Point Luxury Cinema, which closed in 2007. Marcus operated a budget-priced movie theater across I-94 from the location, the Marcus Tower Cinemas, which closed in 2002. Also nearby on the opposite corner of the I-94/Highway 18 interchange, was the Marcus Westown, which closed in 2007.

Of the seven movie theaters currently operating within ten miles of that interchange, four of them are operated by Marcus Theatres. The company operates 23 locations in Wisconsin and 45 more in seven other states. By contrast, Silverspot Cinema has three locations in Florida and North Carolina.

Photo by Silverspot Cinema.

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