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Marcus Theatres Purchasing Movie Tavern Locations

Posted on Friday, November 2nd, 2018 8:01 PM


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Marcus Theatres is acquiring 24 Movie Tavern locations from Southern Theatres, according to a press release issued by The Marcus Corporation today.

Movie Tavern describes itself as "providing a robust, in-theater dining service featuring chef-driven menus, premium quality food and drink and luxurious seating" which is an increasingly common offering in theaters as they strive to attract more audiences with a complete dining, drinking, and lounging experience to go with watching a movie.

Marcus Theatres offers something similar at its BistroPlex and Big Screen Bistro offerings, so it should be an easy fit for Marcus to fold in the Movie Tavern locations. It will be interesting to see if they use the Movie Tavern brand or transition to the more awkward (but perhaps more family friendly) BistroPlex brand, or keep Movie Tavern as its own entity (much like Southern Theatres did).

https://www.bigscreen.com/Graphics/News_Events/2017/q2/marcus_bistroplex_photo_500x241.jpgThe Marcus Bistroplex Southridge in Greendale, Wisconsin.

“The foundation of our growth and success is our guest service expertise and the strength of our food and beverage offerings, which includes multiple lobby and in-theatre dining options that have revolutionized the moviegoing experience,” said Rolando B. Rodriguez, chairman, president and chief executive officer of Marcus Theatres. “Building upon this successful platform, we look forward to collaborating with our new colleagues to further enhance the Movie Tavern experience. This includes leveraging our ‘to the seat’ delivery of food and beverages, as well as the introduction of new amenities to select locations, such as premium large format screens and DreamLounger SM recliner seating; signature programming, such as $5 movies on Tuesdays with free popcorn for loyalty members; and proven marketing, loyalty and pricing programs that will benefit Movie Tavern guests.”

Expected to be finalized in the first quarter of 2019, the transaction will expand the Marcus Theatres chain to 90 locations in seventeen states. There is no overlap between the locations, so this addition adds ten states and 22 cities to the Marcus footprint. Marcus acquired Wehrenberg Theatres in 2016, which added 14 locations in Missouri, Iowa, Illinois, and Minnesota.

Founded in 2001, Movie Tavern was acquired by Southern Theatres in 2013. In addition to the Movie Tavern locations (see the list below), Southern Theatres currently operates eighteen locations under the AmStar Cinemas and The Grand Theatres brand names.

Theaters

As of November 2, 2018, the following movie theaters are Movie Tavern locations. The press release mentions 22 locations, but we count 24, so we're not quite sure where the disparity lies:

Arkansas

Colorado

Georgia

Kentucky

Louisiana

North Carolina

New York

Pennsylvania

Texas

Virginia

Sources: Marcus Corporation Press Release, Movie Tavern web site

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