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- Marcus Lincoln Grand Cinema
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The Marcus Lincoln Grand Cinema in Lincoln, Nebraska is being upgraded with DreamLoungerSM reclining seats, according to a press release issued recently by Marcus Theatres Corp. The UltraScreen DLX auditorium at this location will feature heated recliner seats; a first in the Lincoln market according to the announcement.
Construction will begin in February 2017 and is expected to be completed this summer. The theater will remain open while the conversions are being done.
“Less than three years ago, we invested more than $1 million in food and beverage amenities, a premium, large-format screen and multidimensional sound at this state-of-the-art facility,” said Rolando Rodriguez, chairman, president and CEO of Marcus Theatres. “Now with the installation of our popular DreamLoungers in every auditorium and the introduction of heated seats, the Lincoln Grand Cinema will offer the very best in entertainment for the Lincoln community.”
Every auditorium will have these new seats and with them, moviegoers will be able to reserve their seats ahead of time. When you buy your tickets online, you will be asked to choose your seats.
This type of seating has become quite popular in movie theaters in recent years. While they dramatically reduce the number of seats in a converted auditorium, theaters must be seeing increased attendance that makes up for the loss in seating (implying they had empty seats before or they are charging more for adding the amenity).
Time will tell if this theater will raise its prices after the seats are installed. To provide a reference point, I've updated the Ticket Prices page for the theater with pricing information from the theater's official web site.
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