Marcus Theaters expands its 3D theaters and revenues

Dig Deep folks. Marcus Theaters on LaGrange Road is expanding its 3D screens adding a second one. That means going to the movie is going to send you to the poor house. They are also adding 3D screens at their Addison, Gurnee and Elgin theaters, too. I can hear the change clanging -- if you use those gold presidential dollars to do business.

Most of the 3D movie selections are animated and for kids, which is great, although the quality of the 3D showings are poor. Toy Toy Story and Toy Story 2 are a good example of poor 3D quality. One of the benefits of 3D is not only seeing depth in a film but actually seeing the characters and animation jump from the screen. So far in watching all of the 3D films at Marcus -- and this is probably true at most other theaters, the experience has been costly and only so-so. There were only a few films where the 3D jumped from the screen.

Animation films are doing well mainly because Hollywood has lost its creativity, All they do is remake this and remake that. I don't want remakes. I want original creative thought and it's just not there. Gun shy? Maybe. They are afraid to take chances so they look for what they've already had success with and then they try to spin it into something else.

Not good enough.

Of course, we don't have much choice. There's not much competition in the movie theater business these days. They shut the one at the Orland Park mall long ago. To be honest, I was talking with my son and if the Hollywood theater industry wants to do anything, they should go back to drive-in movie theaters.

That would be far more fun that the cheap theatrics in today's 3D films that only occasionally impress. My son would love the animated film with or without 3D and frankly, for what little excitement that we get, so far, I would too, saving the price hike and the added charge for the 3D glasses.

Here's the press release from marcus Theaters that was sent out last week:

Marcus Theatres® Announces Six New RealD 3D InstallationsOver 60% of company’s theatre locations will offer life-like digital 3D technology for moviegoers

Marcus Theatres^®, a division of The Marcus Corporation (NYSE: MCS), today announced plans to install six new RealD 3D systems at Marcus Theatres locations in Illinois, Minnesota, Nebraska and Wisconsin. The company plans to install the six additional 3D systems in time for the December 18 opening of Avatar, James Cameron’s highly anticipated 3D release. With the addition of the six RealD 3D equipped screens, Marcus Theatres will offer digital 3D at 32 locations in seven states.

“Expanding our digital 3D footprint is part of our growth strategy, as the studios produce more and more digital 3D films. With up to 14 digital 3D films scheduled for release in 2010, this powerful technology is expected to continue to have a positive impact on our box office,” said Bruce J. Olson, president of Marcus Theatres.

Olson said digital 3D technology continues to attract a wide variety of audiences. “Digital 3D films are not only animated films, but live-action films, comedies and documentaries. Popular 3D films opening this fall include re-releases of Toy Story 1 & 2 and the popular Nightmare Before Christmas, as well as a re-make of A Christmas Carol, starring Jim Carrey.”

“The positive response from moviegoers to digital 3D films continues to grow. That’s because digital 3D technology engages the viewer with interactive graphics and life-like images, providing a much more dynamic form of movie entertainment. We are excited to provide our guests with these realistic 3D images using the latest RealD digital technology,” added Olson.

When the six new 3D screens open, over 60% of Marcus Theatres’ first-run theatre locations will be equipped with digital 3D technology. RealD will provide the equipment and glasses for the six new digital 3D systems.
New 3D Locations:
The new RealD installations will be introduced at Sheboygan Cinemas in Wisconsin; Chicago Heights Cinemas and a second 3D screen at Orland Park Cinemas in Illinois; Elk River Theatre and Shakopee Town Square in Minnesota and 20 Grand in Omaha, Nebraska.
Existing 3D Locations:

Wisconsin
Bay Park Cinemas, Green Bay		Point Cinemas, Madison
Cedar Creek Cinemas, Wausau		Ridge Cinemas, New Berlin
Eastgate Cinemas, Madison		South Shore Cinemas, Oak Creek
Hollywood Cinemas, Grand Chute
La Crosse Cinemas, La Crosse
Marcus Cinema at the Renaissance, Sturtevant
Marcus Majestic Cinema, Brookfield
Menomonee Falls Cinema, Menomonee Falls
North Shore Cinemas, Mequon
Illinois		Minnesota
Addison Cinemas, Addison		Duluth 10 Theatre, Duluth
Elgin Theatre, Elgin		Oakdale Cinemas, Oakdale
Gurnee Cinemas, Gurnee		Parkwood Cinemas, Waite Park
Orland Park Cinemas, Orland Park
Iowa		Nebraska
Coral Ridge, Coralville		Lincoln Grand Cinema, Lincoln
Crossroads, Waterloo		Twin Creek Cinema, Bellevue
		Village Point Cinema, Omaha
Ohio		North Dakota
Crosswoods Cinemas, Columbus		Century Cinemas, Fargo
Pickerington Cinemas, Pickerington end