Marcus Theatres today announced its plan to begin re-opening theatres, which will begin June 19. As part of the initial reopening experience, Marcus Theatres is introducing its Movie STAR approach, which incorporates new health and safety measures and is in alignment with Centers for Disease Control guidelines. Everyone can be a Movie STAR and play a role in creating a safe environment with social distancing (S); Thorough cleaning (T); App and website ordering of tickets, food and concessions for no-to-low contact interactions (A); and respecting each other by following these new protocols (R). Policies and guidelines will continue to evolve with time and will be assessed and updated on an ongoing basis.
Six theatres will be involved in the initial re-opening including Marcus Ridge, Renaissance, BistroPlex and Valley Grand Cinemas in Wisconsin; Majestic Cinema of Omaha in Nebraska; and the Roswell Movie Tavern in Georgia. These initial locations feature enhanced protocols in accordance with current local health and safety guidelines, and will help fine-tune future phases of theatre re-openings which are coming in the weeks ahead, and in time for summer blockbusters based on when studios release new films.
“We continue to prioritize the safety and well-being of Marcus Theatres and Movie Tavern by Marcus guests and associates, and have been very thoughtful about the reopening process we are implementing,” said Rolando Rodriguez, chairman, president and CEO of Marcus Theatres. “We know people are eager to return to theatres for movies on the big screen provided they feel confident that we’ve created a safe and comfortable environment – and that consumer confidence is very important to us. The steps are in place, associates are trained, and we are now ready and excited to welcome guests back.”
Citing some of the other safety measures Marcus Theatres is taking, Rodriguez said the company will conduct associate wellness checks and implement the use of facemasks, as well as the use of gloves as appropriate during the associate’s shift. Guests will be encouraged to wear facemasks in public areas and stay home if sick.
There will be an increased frequency of cleaning, especially of high-touch surfaces and hand sanitizer will be available throughout the theatre.
At first, theatres will be open four days per week – Fridays, Saturdays, Sundays and Tuesdays – with an expectation to ultimately return to seven days per week. Initially, hours of operation will be limited, opening late morning and closing early evening.
Movies that were popular when theatres closed will be featured for reopening including: Sonic the Hedgehog; Bad Boys for Life; Jumanji: The Next Level; The Invisible Man; and a Harry Potter series. Upon reopening every movie will cost $5 with no upcharges. When new movies are released, standard pricing will apply.
Guests will still reserve seats. A checkerboard seating pattern and a couple of empty seats between groups allows for proper social distancing in accordance with the CDC. Although capacity will be limited, groups can be seated together upon arrival at the theatre and in accordance with state regulations, provided accommodations are available.
Staggered showtimes will limit the number of people in common areas of the theatre, and extra time between shows will allow the time for thorough cleanings. Following the movie, guests will be asked to exit while practicing social distancing between groups, dispose of all trash and avoid congregating in the lobby.
“While our theatres have been on intermission these past few months, we’ve been creative about how to maintain the connection with our guests,” added Rodriguez. “Offering curbside pickup and online ordering of theatre favorites like popcorn and treats, and introducing three Parking Lot Cinemas helped do just that. We were also hard at work enhancing our app and website to make it easy to order food – even before you get to the theatre. And, now it’s time to reconnect with the community at the movies. The process may look a little different to start, but it doesn’t take away from the excitement of bringing back the theatre-going experience and seeing our valued guests.”
For more details on the reopening process and the complete list of theatres open and preparing to reopen, visit www.MarcusTheatres.com/ReOpening.