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Brookfield, WI: Movie Theater Planned for The Corners of Brookfield

Posted on Thursday, June 29th, 2017 5:39 PM

A movie theater may be coming to The Corners of Brookfield development in the Town of Brookfield, Wisconsin (located just west of Milwaukee). According to a recent article published in the BizTimes, a proposal for a nine-screen movie theater is on the town's Plan Commission agenda. The plan includes a 38-foot vertical addition as well:

Town Administrator Tom Hagie said the plans are very conceptual at this time, but added an entertainment aspect to The Corners would be good.

“So far what they have done has attracted quite a lot of people, so we’ll leave it up to them what type of entertainment they feel best serves the development,” Hagie said.

Robert Gould, vice president of U.S. operations for IM Property Investments LLC, the company that is partnering with Bradford Real Estate to develop The Corners of Brookfield, said a theater tenant is not yet committed to the project.

“Like many shopping and lifestyle centers today, we have been approached by a number of theater operators expressing interest in our development, which is a testament to the location,” Gould said in a written statement. “At this time, we are exploring how we may best accommodate a theater tenant that would provide another exciting entertainment option at The Corners.”

Click the Read link below to view the full article.

Moviegoers in the area know the location well, as the Marcus West Point Luxury Cinema was located in the strip mall that was replaced when the new development started. That theater closed in 2007.

It's interesting that the theater operator is not mentioned. The dominant theater chain the Milwaukee Metro Area, as well as the rest of Wisconsin, is Marcus Theatres Corporation. They have a location, the Marcus Majestic Cinema of Brookfield, about a mile to the west. It's their flagship location, so it's doubtful that they would build another location so close (it's also highly likely that they would resist any efforts by another operator to move so close).

Dine-in movie theaters are all the rage these days (Marcus is opening their latest, the Marcus Bistroplex Southridge in Greendale, tomorrow), so such an operation would be a natural fit for a "destination, lifestyle center" like The Corners of Brookfield. Along those lines, something like an Alamo Drafthouse Cinema would fit nicely in the development, and it would infuse moviegoing in the area with some much-needed variety and energy.

One big issue that should be on the minds of the plan commissioners is the traffic impact of a movie theater in addition to the stores and restaurants already in or in the plans for the development. Traffic in that immediate area is congested and a hassle, to say the least, and the parking situation as well as traffic flow needs to be considered.

Update: A June 27, 2017 follow-up article in the BizTimes says that the plan commission has requested additional information about parking and traffic flow. Those are some smart plan commissioners...

What Do You Think?

What kind of movie theater would you like to see in The Corners of Brookfield? What movie theater operator would you like to see there? Let us know in the comments below!

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