Theater addition a 'Showcase' of new cinema trends

Expansion of local theater exhibits recent advancements in cinema construction with stadium seating and larger screens

With the bang of a confetti cannon and the cutting of a red ribbon, Ann Arbor Showcase Cinema officials unveiled six new additional theaters last Monday, expanding total facilities to 20 theaters and adding more than 2,100 stadium-style seats.

National Amusements, the parent company of Showcase Cinemas, plans to upgrade its older 14 theaters by changing the seating to stadium style (tiered) and adding cup holders and rocking seats.

ADRIANA YUGOVICH/Daily Viewers at the new addition to Showcase Cinema enjoy stadium seating and plenty of leg room while watching a recently released film. The addition demonstrates new trends in theater construction.

The construction of larger, more luxurious theaters is part of a wider trend in the film industry, theater managers said.

With Hollywood producing more films than at any other time in movie history, theater owners are responding by building larger complexes.

"There are so many pictures out there," said James Murray, vice president of operations at National Amusements. "This year, they expect more than 500 movies. You really need the theaters."

Theater owners are also adding more expensive features to new cinemas and are updating old theaters to bring them up to par. Goodrich Quality Theaters, which operates the Ann Arbor 1 and 2, plans to construct a 16-screen complex with stadium-style seating in the Ann Arbor area.

"People are flocking to the most modern, upgraded facilities," said Matthew Johnson, marketing manager for Goodrich Quality Theaters.

"We're retrofitting all of our theaters to have stadium seating available. It's something that's certainly taking hold," he added.

Large complexes first made a showing in Michigan last year, when the Star Southfield was built, boasting 20 theaters with stadium-style seating and other amenities such as a wider selection of food and a souped-up sound system.

Ann Arbor Showcase will now serve pizza, slushies, ice cream and cappuccino.

Larger theater complexes have also boasted higher ticket prices, but theater operators said movie lovers are willing to pay a little extra for deluxe features.

Upon opening last year, the Star Southfield charged what was then an unprecedented $7.50, while the Ann Arbor Showcase has raised its ticket price to $7.75 for prime attendance time after 6 p.m.

"For what we have - the additional features - people don't mind paying a little more," Murray said. "It makes the presentation more enjoyable."

At the same time, older and smaller theaters have become specialized, unable to compete for the same market as the large entertainment complexes.

Michigan Theater Executive Director Russ Collins said the expansion of the Showcase and the planned Goodrich theater will not affect his business.

"The mission and market of the Michigan Theater is much different than that of Showcase," Collins said. "Our niche is the specialty film exhibition. I don't see us as directly competitive with Showcase."

Other downtown theater operators agreed, drawing a distinction between the audience that attends Hollywood movies and the clientele that enjoys more artistic or independent fare.

"We tend to draw a different type of crowd than the normal larger theaters," said Jewel Larisey, assistant manager at Ann Arbor Theatres 1 & 2. "We're not going to be competing for the same films."

In hopes of becoming an entertainment mecca, National Amusements officials said Ann Arbor Showcase is also considering an IMAX theater, which incorporates a larger screen to gives viewers the sensation that they are actually experiencing the on-screen event.

The screen would be only the second of its kind in the state of Michigan.

ADRIANA YUGOVICH/Daily Two employees of Showcase Cinemas don new aprons to serve movie-goers a unique line of snacks, including cappucino, pizza and ice cream.

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