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Brookfield, WI: Marcus Theatres Releases Details for Upcoming Brookfield Square Theater

Posted on Tuesday, April 2nd, 2019 4:21 PM

Rendering by CBL Properties

In August 2017, Marcus Theatres announced that they would be building a new movie theater at the Brookfield Square shopping center in Brookfield, Wisconsin. Instead of a traditional movie theater, this would be a location branded as a "BistroPlexSM" theater.

Marcus opened the Marcus Bistroplex Southridge at the Southridge Mall in nearby Greendale in June 2017 (read the article). The BistroPlex concept is described by the company as "a restaurant that serves movies," with in-theater dining in every auditorium, as well as a bar and lounge. Like the Southridge location, the Brookfield Square location will have Marcus' powered reclining DreamLoungers in every auditorium.

Construction began on the Marcus Bistroplex Brookfield Square in April 2018. Since that time, the company purchased the Movie Tavern chain of theaters, which specializes in combining the moviegoing experience with in-theater dining.

Yesterday, Marcus Theatres issued a press release which provided some additional details about the theater, including a name change and the anticipated opening timeframe.

When the theater opens in October 2019, the theater will be known as the Movie Tavern by Marcus at Brookfield Square.

“Movie Tavern by Marcus is an extension of the Marcus Theatres brand with its own personality and some unique attributes,” said Rolando Rodriguez, chairman, president and CEO of Marcus Theatres. “This market area is already enjoying the Majestic Cinema of Brookfield (4.5 miles away) and the Ridge Cinema (6 miles away). Plus the BistroPlex concept at Southridge Mall is a short drive away (11 miles). It is the right time and place to introduce our new theatre to our hometown, ultimately giving the community three choices of Marcus Theatres brands.”

The new theater will have eight auditoriums. All will feature the company's DreamLounger powered recliners. One will be a SuperScreen DLX®, which has a larger screen, an immersive Dolby Atmos sound system, and heated recliner seats.

According to the press release, the theater will offer Zaffiro's pizza, but it will offer some menu options that will be different than other Marcus Theatres locations. An on-site bar called The Tavern will feature a lounge in addition to the traditional bar seating.

BistroPlex is a very awkward name, so I applaud the change in name, even if "Movie Tavern" implies a combination of going the movies and drinking alcoholic beverages and having conversations around a bar. That's a marketing challenge that can be overcome, however, and the Movie Tavern leadership had plenty of experience going down that road, so there should be some prior wisdom to lean on there.

The opening of this location is a bit of a race, and one that it might end up losing. Marcus Theatres attempted to block the construction of the Silverspot Cinema - Brookfield in The Corners of Brookfield shopping center a few miles to the west. That theater is expected to open this summer.

Source: Marcus Theatres Press Release. Rendering above by CBL Properties.

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