CONTENTS - CSA - Compliance Service of America

 TABLE OF
CONTENTS
MARKETREVIEW
DEMOGRAPHICS& PSYCHOGRAPHICS
CONCEPTSINTRODUCTION
BUCKHEAD 6PHOTOS
OLATHE 30PHOTOS
MAINSTREET 6PHOTOS
COVERAGEMEDIA
RELEASESCORPORATE
1.
2.
3.
4.
5.
6.
7.
8.
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA MARCH 2010
MARKETREVIEW
SAN DIEGO DMA AMC is a market leader in San Diego. AMC Theatres AMC Market Share Top 10 Theatres 50% 50% Top 25 Theatres 24% 37% TRADE AREA AMC La Jolla is in a highly competitive trade area. AMC La Jolla draws the majority of its guests from inside a 10‐mile radius. There are 10 theatres and over 100 screens within this 10‐mile radius. Exhibitor Distance (Miles) La Jolla 9 AMC 0.00 La Jolla Village 4 Landmark 0.27 Town Square 14 Reading 3.01 Del Mar Highlands 8 UltraStar 5.96 Mira Mesa 17 Regal 7.42 Fashion Valley 18 AMC 7.68 Mission Valley 7 UltraStar 7.90 Flower Hill 4 UltraStar 7.98 Mission Valley 20 AMC 8.44 Hillcrest 5 Landmark 9.09 Many of the theatres competitive to AMC La Jolla feature amenities not available at AMC La Jolla. AMC La Jolla is a well maintained theatre facility, clean and in good repair. However, the movie‐going experience at AMC La Jolla is not consistent with the quality of experience at the surrounding Village Square. AMC La Jolla is no longer a state‐of‐the‐art theatre facility and is at risk of becoming further irrelevant within a few years. ATTENDANCE TRENDS Gross ticket revenues within the trade area have grown 17% from 2006 to 2009. In this same period AMC La Jolla’s grosses have remained relatively flat and its market share has decreased. INTELLIGENCE AMC’s market intelligence indicates that a new theatre will open within the next 2 – 3 years ~1.5 miles from AMC La Jolla. The proposed Arclight Theater at Westfield University Town Center is rumored to offer a diverse food and beverage menu, feature a café lounge, employ state‐of‐the art technology and will implement a reserved seating platform in its 12 stadium theatres. AMC La Jolla is imminently at risk of further competitive encroachment. bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA MARKET
REVIEW
MARCH 2010
DEMOGRAPHICS & PSYCHOGRAPHICS
Historically, the most significant demographics influencing moviegoing are: • Age • Household Income Traditionally, the 30‐ to 39‐year old age range has the largest percentage of moviegoers (17%). AMC has successfully implemented “in‐theatre‐dining” at 3 locations. The average age within a 3‐ and 5‐ mile radius of AMC La Jolla compliments the ideal age range of moviegoers and parallels the average age at successful AMC “in‐theatre dining” locations. The household income at AMC La Jolla exceeds that of AMC’s 3 “in‐theatre‐dining” locations. 3‐Mile 5‐Mile “In‐Theatre‐Dining” (Sample=3) Avg. Age 36 33 Avg. Income $20,966 $57,646 La Jolla Avg. Age 36 37 Avg. Income $44,455 $43,003 CONCESSION PER HEAD (CPH) There appears to be a correlation between underperforming (relative to the AMC national or AMC market average) CPH in a traditional movie‐going environment (pre‐conversion to “in‐theatre‐dining”) and success of the “in‐theatre‐dining” concept. AMC US/C Circuit Average $3.38 AMC La Jolla $2.46 With more relevant and diverse food and beverage offerings guest spend at AMC La Jolla is anticipated to increase. On average, CPH has increases ~300% with the introduction of “in‐theatre‐dining” at other AMC theatres. FILM GENRE There appears to be a corollary between film genre and CPH. More specifically, suspenseful dramas, emotional dramas, family and specialty product correlate to higher CPH. These film genres over index at AMC La Jolla compared to the national average of ticket gross/screen and are among the highest performing genre at AMC La Jolla which supports “in‐theatre‐dining” at AMC La Jolla. bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA DEMOGRAPHICS
& PSHYCOGRAPHICS
MARCH 2010
CONCEPTINTRODUCTION
The challenge before AMC is to evaluate the viability of strategically repositioning AMC La Jolla. AMC believes repositioning the theatre with “in‐theatre‐dining” is the best strategy for AMC La Jolla in order to • Upgrade the movie‐going experience for our guest; • Maximize productivity at the theatre; and • Stem future attendance and revenue losses. Our opinion is formed by •
•
•
Conservative attendance modeling; Complimentary demographics; and Supportive psychographics. ATTENDANCE To reiterate, AMC has implemented “in‐theatre‐dining” at 3 theatres: Buckhead 6 Studio 30 Mainstreet 6 Atlanta Kansas City Kansas City Conversion Conversion New Build July 2008 October 2008 May 2009 [Ref: Enclosed USA Today article dated March 12, 2010 regarding in‐theatre dining. Article features photos from AMC’s Buckhead 6 and Mainstreet 6.] Post conversion, attendance grew at Buckhead 6 and Studio 30 by 55% and 8.8%, respectively. In the same period, market attendance declined in both markets demonstrating a compelling guest attraction to AMC’s “in‐theatre‐dining” concept. AMC is underway with plans to deploy “in‐theatre‐dining” in multiple other domestic theatres. [Ref: Enclosed press release regarding Gerry Lopez, the new CEO of AMC and former Starbucks executive with CPG background.] ADMISSION POLICY AMC’s admission policy for “in‐theatre‐dining” is typically 18 and over unless accompanied by a parent or guardian. Only 21‐years of age and over guests are admitted to Cinema Suites auditoriums – AMC’s affordable luxury movie‐going experience. bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA CONCEPT
INTRODUCTION
MARCH 2010
EXISTING LEASE Lease Expiration Square Footage Occupancy Cost ‐ Approximately Occupancy Costs PSF ‐ Approximately Occupancy Costs % of Revenue “IN‐THEATRE‐DINING” 12/31/2014 51,547 $1,700,000 $33.00 29.18% Enclosed are two preliminary conceptual plans to repurpose AMC La Jolla as an “in‐theatre dining” facility. Key features of the conceptual plans include •
Entertainment options serving quality food and beverage. MacGuffiins – The concession stand will be retrofitted to an inviting full‐service bar and lounge. Fork & Screen ‐ Auditoriums featuring seat‐side wait service at the touch of a button while viewing new‐release films and specialty events in a big‐screen viewing environment. Cinema Suites ‐ Auditoriums featuring the amenities of Fork & Screen in a premium environment of luxury recliners, swivel tables and eight‐foot row spacing. •
•
•
•
Interior queuing space converted to lobby with soft lounge seating. Interior remodel. Restroom remodel. All screens equipped with new seats and dining tables to accommodate dining. [Ref: Enclosed photos] 65% of seating capacity removed and replaced with new seating platforms that are more convenient and comfortable. New seat capacity to easily accommodate attendance. •
•
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA CONCEPT
INTRODUCTION
MARCH 2010
DIGITAL DEPLOYMENT Digital deployment in the San Diego market is scheduled for 2010. The value of digital deployment is approximately $1.0 million at AMC La Jolla. [Ref: Enclosed press release regarding digital cinema implementation partners digital conversion.] Without digital technology a theatre cannot provide a differentiated 3D experience or alternative content (operas, sporting events, concerts, etc.) to guests. [Ref: Enclosed press release regarding RealD 3D conversion.] Currently, AMC La Jolla is not included in AMC’s digital deployment schedule due to its short remaining lease life. AMC is hopeful that a new lease can be structured at AMC La Jolla providing for favorable economic terms and sufficient lease life to support the introduction of •
•
•
•
digital projection; 3D technology; alternative content technology; and conversion to “in‐theatre‐dining” which will provide for an differentiated movie‐going experience for the guest of La Jolla. bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA CONCEPT
INTRODUCTION
MARCH 2010
Up
Up
SEATING COUNTS (Fixed Seats)
SEATING COUNTS
(Fixed Seats)
AUDITORIUM
AUDITORIUM
8
7
Existing Traditional
Concept “A” with 3 Cinema Suites
Up
w/ 875 Fork & and Screen Seats
w/ 179 Cinema Suites Seats
/ 179 Ci
S it S t
123
SEATS
155
SEATS
2847
1054
Concept “B” with 5 Cinema Suites
w/ 795 Fork and Screen Seats
1034
w/ 239 Cinema Suites Seats
AUDITORIUM
6
* Seat counts are early estimates based on approximate auditorium ratios. At La Jolla additional seat loss may be experienced due to the elongated auditorium ratio dimensions. AUDITORIUM
9
253
SEATS
Up
405
SEATS
SERVICE AREA
(ABOVE)
SUPPORT
AUDITORIUM
5
AUDITORIUM
MEN’S
WOMEN’S
WOMEN
S
431
SEATS
Up
10
Up
142
SEATS
CONCESSION
AUDITORIUM
4
AUDITORIUM
1
431
SEATS
Up
MARKETING
AUDITORIUM
11
LOBBY
100
SEATS
SELF
SERV
ELE
Up
290
SEATS
AUDITORIUM
3
AUDITORIUM
2
254
SEATS
100
SEATS
AUDITORIUM
12
Up
163
SEATS
Down Stair
To Theatre
Important Note:
1 Th
1.
The th
theatre
t plans
l
indicate
i di t a retail
t il and
d selflf
serve concession area. These and other
areas of the building may have changed
throughout the years.
MALL
N
ABOS & TICKETS
ON MALL LEVEL ABOVE
Bnd
PREPARED BY:
DOMESTIC
DEVELOPMENT
LA
JOLLA
VILLAGE SQUARE MALL
Existing Floor Plan
This conceptual draft study has been generated for internal discussions only.
Scale: NTS
17 March, 2009
Up
Up
AUDITORIUM 8
AUDITORIUM 7
Existing Traditional
Concept “A” with 3 Cinema Suites
Up
w/ 875 Fork & and Screen Seats
w/ 179 Cinema Suites Seats
/ 179 Ci
S it S t
49
SEATS
62
SEATS
2847
1054
Concept “B” with 5 Cinema Suites
w/ 795 Fork and Screen Seats
AUDITORIUM 6
1034
w/ 239 Cinema Suites Seats
Up
* Seat counts are early estimates based on approximate auditorium ratios. At La Jolla additional seat loss may be experienced due to the elongated auditorium ratio dimensions. AUDITORIUM 9
SERVER
101
SEATS
General Notes:
SEATING COUNTS (Fixed Seats)
SEATING COUNTS
(Fixed Seats)
NEW SERVICE ELEVATOR
152
SEATS
Up
SERVICE AREA
(ABOVE)
3D
3-D
AUDITORIUM 5
SUPPORT
MEN’S
WOMEN’S
172
SEATS
AUDITORIUM 10
Up
28
SERVER
SEATS
KITCHEN
Up
3-D
AUDITORIUM 4
AUDITORIUM 1
SOFT
SEATING
172
SEATS
Up
40
SEATS
AUDITORIUM 3
AUDITORIUM 11
BAR
ELE
AUDITORIUM 2
102
SEATS
40
SEATS
Up
87
SEATS
LOBBY
AUDITORIUM 12
Up
1 Th existing
1.The
i ti th
theatre
t is
i on the
th basement
b
t llevell off
shopping center. The theatre lobby is accessed
from the mall level via stairs & escalators that
descend down.
2 This concept plan is very preliminary.
2.
preliminary Existing
conditions and signage where not been reviewed
prior to development of this plan and may influence
the final design.
3 The existing theatre has 12 screens.
3.
screens Both
concepts anticipate maintaining all 12 auditoriums,
with the kitchen located at the current concession
area. Please note that the front section of
auditorium 10 has been recaptured for kitchen
support.
5. Concept Plan A includes 3 Cinema Suites, while
Concept Plan B includes 5 Cinema Suites.
6. The kitchen support space is located adjacent to
(and below) one of the building loading/service
zones. The plan indicate the introduction of a
service elevator to provide direct access to the
service area. Exact location of the service area
shall be coordinated with Landlord. It is assumed
that the loading area can be redesigned to
accommodate the theatre’s use.
7. The MacGuffins bar and lounge is located to be
the focal point of the guest experience in the
space.
8. The plan anticipates that the existing Box Office
with adjacent ABOs will be maintained as currently
located.
9. There are three remote server stations.
10. New and brighter colored finishes will be
selectively changed along with revised lighting in
an effort
ff t to
t make
k the
th space more welcoming
l
i while
hil
reinforcing AMC’s brand images and the upgraded
experience.
11. Restrooms are to remain, but will be refreshed.
12 All new auditorium seating
12.
seating. Actual auditorium
seat counts may vary based on final design.
13. New digital projection through DCIP along with
new sound systems in all auditoriums. Two
3 D auditoriums will be provided
3-D
provided, however the
auditoriums selected is preliminary.
49
Down Stair
To Theatre
SEATS
MALL
N
ABOS & TICKETS
ON MALL LEVEL ABOVE
Bnd
PREPARED BY:
DOMESTIC
DEVELOPMENT
LA
JOLLA
VILLAGE SQUARE MALL
Concept Plan “A”
A (W/ 3 CS)
This conceptual draft study has been generated for internal discussions only.
Scale: NTS
17 March, 2009
Up
Up
AUDITORIUM 8
AUDITORIUM 7
Existing Traditional
Concept “A” with 3 Cinema Suites
Up
w/ 875 Fork & and Screen Seats
w/ 179 Cinema Suites Seats
/ 179 Ci
S it S t
49
SEATS
62
SEATS
2847
1054
Concept “B” with 5 Cinema Suites
w/ 795 Fork and Screen Seats
AUDITORIUM 6
1034
w/ 239 Cinema Suites Seats
Up
* Seat counts are early estimates based on approximate auditorium ratios. At La Jolla additional seat loss may be experienced due to the elongated auditorium ratio dimensions. AUDITORIUM 9
SERVER
101
SEATS
General Notes:
SEATING COUNTS (Fixed Seats)
SEATING COUNTS
(Fixed Seats)
NEW SERVICE ELEVATOR
152
SEATS
Up
3D
3-D
SERVICE AREA
(ABOVE)
SUPPORT
AUDITORIUM 5
AUDITORIUM 10
MEN’S
WOMEN’S
172
SEATS
Up
28
SERVER
SEATS
KITCHEN
Up
3-D
AUDITORIUM 4
AUDITORIUM 1
SOFT
SEATING
172
SEATS
Up
30
SEATS
AUDITORIUM 3
AUDITORIUM 11
BAR
ELE
AUDITORIUM 2
102
SEATS
30
SEATS
Up
87
SEATS
LOBBY
AUDITORIUM 12
Up
1.The
1
Th existing
i ti th
theatre
t iis on th
the b
basementt llevell off
shopping center. The theatre lobby is accessed
from the mall level via stairs & escalators that
descend down.
2 This concept plan is very preliminary
2.
preliminary. Existing
conditions and signage where not been reviewed
prior to development of this plan and may influence
the final design.
3 The existing theatre has 12 screens.
3.
screens Both
concepts anticipate maintaining all 12 auditoriums,
with the kitchen located at the current concession
area. Please note that the front section of
auditorium 10 has been recaptured for kitchen
support.
5. Concept Plan A includes 3 Cinema Suites, while
Concept Plan B includes 5 Cinema Suites.
6. The kitchen support space is located adjacent to
(and below) one of the building loading/service
zones. The plan indicate the introduction of a
service elevator to provide direct access to the
service area. Exact location of the service area
shall be coordinated with Landlord. It is assumed
that the loading area can be redesigned to
accommodate the theatre’s use.
7. The MacGuffins bar and lounge is located to be
the focal point of the guest experience in the
space.
8. The plan anticipates that the existing Box Office
with adjacent ABOs will be maintained as currently
located.
9. There are three remote server stations.
10. New and brighter colored finishes will be
selectively changed along with revised lighting in
an effort
ff t to
t make
k the
th space more welcoming
l
i while
hil
reinforcing AMC’s brand images and the upgraded
experience.
11. Restrooms are to remain, but will be refreshed.
12 All new auditorium seating
12.
seating. Actual auditorium
seat counts may vary based on final design.
13. New digital projection through DCIP along with
new sound systems in all auditoriums. Two
3 D auditoriums will be provided
3-D
provided, however the
auditoriums selected is preliminary.
49
Down Stair
To Theatre
SEATS
MALL
N
ABOS & TICKETS
ON MALL LEVEL ABOVE
Bnd
PREPARED BY:
DOMESTIC
DEVELOPMENT
LA
JOLLA
VILLAGE SQUARE MALL
Concept Plan “B”
B (W/ 5 CS)
This conceptual draft study has been generated for internal discussions only.
Scale: NTS
17 March, 2009
COVERAGEMEDIA
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA COVERAGE
MEDIA
MARCH 2010
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA COVERAGE
MEDIA
MARCH 2010
COVERAGEMEDIA
Fri/Sat/Sun, March 12-14 2010
Movie theaters are turning up
the luxury with food, bars, seats
By Maria Puente, USA TODAY
When Americans go to the movies, we
know what to expect: Multiplex. Popcorn
and soda. Barely comfortable seats.
Middling sound and picture quality. We can
do better staying home, and yet, despite the
recession, we keep going — and going.
Now, as the movie industry celebrates a
boffo year of box office — $10.6 billion in
ticket sales, the most ever — theaters are
going after new revenue and changing the
moviegoing experience for millions of
Americans, turning some multiplexes into
luxury outposts and quasi-community
centers while assigning new meaning to the
concept of "dinner theater."
So, at the Buckhead AMC in Atlanta, bring on the mango margaritas! While watching the 3-D blue people
in Avatar, munch on handmade blue-cheese potato chips at the Gold Class Cinema in Pasadena, Calif.
Feast on wine-poached jumbo shrimp in Kansas City, Mo., or lobster rolls with a sweet Thai chili sauce in
Redmond, Wash. Try the Wagyu beef burger with applewood-smoked bacon or the shredded duck tacos
in South Barrington, Ill. And finish with a darkiccino chocolate brownie in Olathe, Kan.
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA COVERAGE
MEDIA
MARCH 2010
"Movie theaters are doing very well," says Patrick
Corcoran, director of media and research for the
National Association of Theatre Owners, which
counts 39,380 screens in 5,853 theaters in North
America.
No kidding. For generations, Americans have
demonstrated that even when they're cutting back on
other expenses, they keep buying movie tickets.
Despite snowstorms in Washington, D.C., tickets
continued to sell out at an AMC multiplex in the
Mazza Gallerie mall, which has a fully stocked bar in
the adults-only clubroom next to its two premium
theaters.
"It makes for a great environment because there are
no kids," says Chris Briscoe, 21, as he picks up his
Belvedere-and-OJ before taking in The Wolfman.
"It's nice to just sit and have a beer and a
conversation and then see a movie," says Pam
Davis and Tez Snowdon, who come often. Debra
Vekstein, 50, sips red wine at a table while catching
up with old friend Linda Girardi, 51, before taking in
It's Complicated. "It's the wave of the future,"
Vekstein says.
Americans' moviegoing habit is so strong that boxoffice totals (shared by studios, filmmakers and
theaters) routinely surge during recessions,
Corcoran says. "It's less expensive, when adjusted for inflation, to go to a movie today than it was in
1969."
Even so, exhibitors, as theater owners are called, need more than their traditional two revenue sources
(films and concessions) because the films drive the business.
"When the films don't do well, both of those (revenues) are affected," Corcoran says. "So exhibitors look
for ways to expand audience or diversify revenue."
Thus, the rise of "dine-in" theaters, which aim to put the traditional dinner-and-a-movie date night under
one roof. Instead of rushing through a meal elsewhere before or after the movie (as 80% of moviegoers
do), more consumers are visiting the growing number of theaters that have added restaurants and bars
serving fine food, wine and alcohol, with tables and wait service, during the movie. Some theaters, such
as Gold Class, an import from Australia, serve high-end cuisine; others serve fare that's more like that
from TGI Friday's and similar eateries.
"It's a way for theater owners to capture that revenue and keep it there instead of seeing it go down the
mall" to a restaurant, Corcoran says.
Entertainment alternatives
Warning: Don't try this with every film.
"It doesn't work with horror films: People don't want to be eating while watching blood and gore," says
Mark Mulcahy with a laugh. He's vice president of marketing for Gold Class Cinemas, an Australianowned chain that has opened four high-priced ($35) dine-in theaters in the USA and plans more. The
concept has been successful in Australia since 1997 and has expanded to Greece and Singapore,
attracting 2.5 million moviegoers a year.
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA COVERAGE
MEDIA
MARCH 2010
"We provide what consumers are looking for in the middle of a recession, which is almost total escapism,"
Mulcahy says.
Other theaters have installed attractive adults-only clubs or lounges where moviegoers can sip cocktails
and order finger food before the flick. Many have done away with traditional seating and installed highbacked leather executive or rocking chairs with armrests and footrests for maximum comfort, in theaters
that are both roomier and smaller, with as few as 30 or 40 seats. They have online reserved seating, the
latest in digital projection, digital sound and super-wide screens, even valet parking.
Meanwhile, in more and more theaters, customers aren't just watching movies. Instead, they're watching
a simulcast of New York's Metropolitan Opera or A Prairie Home Companion With Garrison Keillor.
They're cheering a boxing match or singing along at a Celine Dion concert, or laughing as Glenn Beck
and Bill O'Reilly rant and banter on their current Bold & Fresh tour. Or they're watching The Wizard of
Ozremastered in hi-def for its 70th anniversary.
This alternative-content business, enhanced by advances in digital technology such as 3-D, has grown
from virtually nothing to more than 10% of a theater's profits, theater owners say.
"The growth has been significant and there's fertile ground ahead," says Kurt Hall, CEO of National
CineMedia, a partnership of the largest theater chains that operates the largest digital in-theater network
(nearly 17,000 screens) showing content other than movies.
It's such a potentially fertile business that Sony Pictures has gotten into the act with Hot Ticket, the first
effort by a major studio to invest in alternative programming for theaters. Hot Ticket has featured such
events as the final Broadway performance of Rent and Cirque du Soleil; coming soon: concerts by Celine
Dion and Kenny Chesney.
These days more theaters are as busy in the mornings as the evenings, as otherwise unused venues fill
up for business conferences, Sunday church services or college classes.
In Toronto, for example, Ryerson University partnered with a nearby AMC multiplex to renovate 12
theaters into classrooms that opened in September 2008. Now, about 8,000 students a week attend one
of dozens of classes held in the theaters in the mornings. In the evenings the theaters fill up with
moviegoers, some of them students who were there hours earlier, taking a math quiz or attending a
lecture.
"I like to say AMC is using our classroom for a theater as much as Ryerson is using their theater for a
classroom," jokes Sheldon Levy, president of the university, which invested $1 million in the project,
funded by selling air rights above a student parking garage. "We have saved well over $10 million. Also, it
provides a revenue flow to (AMC) because the students use the theater food court as a student center. It
has been a very big win-win."
Dine-in theaters are still only a fraction of the total number of theaters in the USA (fewer than 300), but
the number is expected to grow. Go to a consumer-rating website such as Yelp.com, and there are pages
of praise for some premium theaters.
"A theater for grown-ups." "My new fav theater." "Awesome!" "I like to call it movie church." These are
some of the recent comments on Yelp about the Arc-Light and Landmark theaters in the Los Angeles
area.
Dine-in while watching
In Vancouver, Wash., there's similar praise for Cinetopia (also serving nearby Portland, Ore.), which
features amenities such as living-room-style theaters, extra-wide seating, skybox-style viewing, an art
gallery and Vinotopia, a restaurant and wine bar with indoor and tropical-garden seating. Other exhibitor
companies offering premium theaters include CinéBistro, Cinemark and Sundance Cinema.
bnd!
REDEFINING MOVIEGOING
La Jolla
La Jolla,
CA COVERAGE
MEDIA
MARCH 2010
"It's a niche concept that has performed very well for us; it complements our existing theater portfolio
without competing against it," says Dick Westerling, spokesman for Regal Entertainment Group (the
largest U.S. theater chain, with 6,768 screens in 548 theaters), which recently launched its new Cinebarre
theaters (five locations since 2007, a new one opening every six weeks by 2011).
Dine-in theaters come in several varieties and charge different prices, ranging from average to up to three
times the average ticket, although the price may include a food voucher. The food offerings vary, but it's
mostly fare such as sushi and tapas that can be eaten without noisy and distracting utensils.
AMC (the second-largest American theater chain, with 4,574 screens in 304 theaters) has more than 50
theaters with some kind of enhanced amenities, including Fork & Screen (soft bucket seating, waiters
take orders from illuminated countertops, extensive munchies menu), Cinema Suites (more upscale food,
red leather reclining chairs, personal swivel tables on the armrest, 8 to 9 feet of spacing between rows),
and theaters with separate clubs or lounge/lobbies where moviegoers can get a cocktail and light food
before the movie.
Andy DiOrio, spokesman for AMC Entertainment, based in Kansas City, Mo., says these theaters are so
successful the company is planning to add more.
"Once people experience it, more often than not they don't want to go anywhere else," he says.
Dine-in theaters are a major improvement over the cinema draft houses of the 1970s, which typically
offered second-run movies, cheap beer and somewhat shabby surroundings. Now the old draft houses
have spruced up: The Alamo Drafthouse chain in Texas fixed up theaters, added tasty food and wine,
persuaded movie studios to show first-run movies and kept the ticket prices at the average.
"We started with one screen in Austin, and in a few years we had 47 screens, eight theaters, 1,000
employees, a $40-million-a-year gross," says former Alamo CEO Terrell Braly.
Braly is a partner with Regal working to expand its Cinebarre theaters, which serve items such as pizza
made from dough made that day, freshly ground burgers, hand-cut fries and onion rings and homemade
desserts, plus beer and wine. You can eat and drink before, during or after the movie. Cinebarre theaters
(in Asheville, N.C.; Denver, Charleston, Seattle and Salem, Ore.) are reporting annual growth rates of
17% up to 40%, Braly says.
"The average American goes to the movies 5.6 times a year; our average Cinebarre customer attends
slightly less than four times per month," Braly says. "We draw from beyond the traditional three-mile ring
to seven to 10 miles. We are a destination, not a neighborhood theater."
It's not cheap to make a theater such a destination, he says. They require decent kitchens, trained chefs
and waiters and renovated theaters. "This is not a ma-and-pa kind of business — it's essential to hook up
with a big chain."
Still, after a century of more or less the same kind of moviegoing experience for most Americans, why did
it take so long to try something new? Braly compares it to the invention of jelly-squeezed-from-a-tube,
which is so obviously an improvement on jelly-in-a-jar.
"You think, why didn't people start doing it before?" he says with a laugh. "People were waiting for
someone to do it. It's really not genius, it's just logical."
bnd!
REDEFINING MOVIEGOING
La Jolla
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CA COVERAGE
MEDIA
MARCH 2010
COVERAGEMEDIA
October 29, 2008
The Kansas City Star
Studio 30 in Olathe to open its renovated,
upscale wing on Friday
By Robert W. Butler
It's a movie theater offering real meals.
It's a restaurant that shows films.
It's the coolest-looking barroom in Kansas City; it just happens to be in a suburban megaplex.
The new Fork & Screen concept at AMC's Studio 30 in Olathe may be something else, too: a reason for
grown-ups to go back to the movies.
After months of planning and construction, Fork & Screen opens Friday in the east wing of the Studio 30,
offering film, food and drink to audiences willing to pay a bit more for special treatment.
If you're younger than 17 you can't even get in, unless you're with Mom or Dad.
This addition to KC's cinematic menu reflects a national trend: The number of older persons attending
movies is increasing. And they're picky about their moviegoing experience.
A survey by the Motion Picture Association of America found that between 1990 and 2000 the percentage
of movie audiences made up of persons younger than 29 decreased. Moviegoers 50 to 59, meanwhile,
increased from 5 percent to 10 percent of the total audience.
"The older audience always has been underserved, both in content and amenities," said Paul
Dergarabedian, whose L.A.-based Media by Numbers tracks America's entertainment habits. "The future
of the exhibition industry is in the more upscale experience. Despite the fact that we're in an economic
downturn, when people make the decision to spend their entertainment dollar, they want to know they'll
get a bang for their buck. It looks to me like AMC is tapping into that."
Studio 30 regulars won't recognize the place. All the auditoriums in the east wing have been torn out and
rebuilt. A full-service kitchen has been installed. A sprawling barroom called MacGuffins has become the
centerpiece.
The movie-and-meal format isn't new. It has been successful in other parts of the country and currently is
offered in the VIP Room at Cinemark's Palace on the Plaza and in the balcony of the big auditorium at the
Legends 14 near the Kansas Speedway.
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It isn't always successful. The Majestic Theatre in Zona Rosa, which offered meals with its movies, closed
late last summer.
"Actually the food and drink operation was doing fine," said operator Todd Leinenbach, who continues to
run the Improv comedy club at that location. "Our business problem was not enough theaters. We had
only three screens, and we needed more to be competitive."
Preview in Atlanta
The Studio 30 now offers a degree of luxury that local moviegoers have never seen, according to AMC
spokesman Andy Diorio, who added that because the KC-based company considers the Studio 30 to be
its flagship multiplex, it was determined to set an industry standard.
Eleven new auditoriums have been designed and built to serve audiences who want real food with their
movies. The majority are in the Fork & Screen format. Three have been designated Cinema Suites, a
"premium upscale concept" packed with extra amenities like padded reclining chairs and reserved
seating.
Everything from draft beer and bottles of wine to fancy mixed drinks and dishes such as Parmesan fries,
Romesco pizza and Caesar salads are delivered at patrons' seats by a staff that eventually will number
140 (the theater still is hiring).
Each aspect of the design was evaluated for its impact on the dining and moviegoing experience, Diorio
said.
Sight lines needed to be clear from every seat (the tiered seating areas rise steeply enough that
customers won't need to peer around the heads of the waiters serving the row in front). Lighting on the
tables had to be bright enough for customers to read menus but not so bright as to distract during the film.
Food is served in shallow lacquered wooden boxes that keep items of food from flying off plates in the
dark.
The screens are twice as big as the standard for auditoriums of this size. At first they will show 35mm film
but will switch to digital projection when AMC makes that transition.
As for the movies that will be shown in the new wing, Diorio said they will range from popular blockbusters
to others that appeal to older audiences.
The Fork & Screen and MacGuffins concepts debuted last summer at AMC's Buckhead megaplex in
Atlanta. It's a much smaller operation than the one in Olathe, but customer response had been gratifying,
Diorio said.
One regular at that facility is Eleanor Ringel Gillespie, former movie critic for the Atlanta Constitution.
"I've been to the place several times," Gillespie said in a recent phone conversation. "I tend to go during
the day to play catch-up with movies I've missed, and within my limited experience it works very well. The
staff is really nice and useful, and the surroundings are comfortable. It's really quite civilized. I think
they're onto something. If I have a choice between this and a regular theater with some of the distractions
you encounter there, I know where I'm going."
Lost orders and long waits for food seemed to be the biggest complaint of Buckhead customers who have
contributed their own reviews to several Internet sites. But most of those leaving comments were positive
overall about the Fork & Screen format.
AMC officials already are considering other megaplexes in the chain that would be appropriate for the
new concept.
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A NEW MOVIEGOING EXPERIENCE
The redo at the AMC Studio 30 in Olathe involves three new concepts:
MacGuffins
The makeover's centerpiece is this stunning saloon, which looks like something out of an old Busby
Berkeley musical from the 1930s.
MacGuffins -- named after Alfred Hitchcock's term for an item or idea that sets a movie's plot in motion -is an art deco riot of red and orange The huge saloon/restaurant can hold up to 250 guests and features a
glowing frosted-glass bar and intimate seating areas.
Anyone who buys a ticket to any movie shown in any part of the megaplex can visit MacGuffins -providing you're of age. Minors must be accompanied by a parent or guardian.
"Our hope is that customers will look at the bar as a place to have a drink or grab a bite before or after the
movie," AMC spokesman Andy Diorio said. "They won't have to go anywhere else."
Fork & Screen
The eight Fork & Screen auditoriums (customers must pass through MacGuffins to reach them) have the
feel of a comfortable sports bar. In these auditoriums (capacities range from 54 to 122) moviegoers settle
into plush chairs behind long tables on tiered levels. The press of a button brings a waiter who takes
orders and delivers food and drink (including beer, wine and cocktails).
Waiters will drop off checks about 45 minutes before the end of the movie. Payment may be by cash or
credit card.
Moviegoers younger than 17 must be accompanied by parent or guardian.
Tickets cost the same as for regular admission to the theater (basically, $5 on weekdays, $10 on
weekends).
Cinema Suites
The three Cinema Suites auditoriums are like the Fork & Screens, only on steroids.
Each suite seats only 32 customers in leather-upholstered reclining chairs. A frosted glass tray swivels
into place over your lap.
The space has been so designed that customers feel they are watching a private screening with just their
immediate neighbors.
Tickets to Cinema Suites screenings cost an additional $10. But for that customers get reserved seating,
lots of space to stretch out in and a $5 coupon good toward the purchase of food items.
No one under 21 is admitted to the Cinema Suites. It's strictly for adults.
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MORE THAN MILK DUDS
The menu at MacGuffins, Fork & Screen and Cinema Suites covers lots of territory. Here are some of the
items and their prices:
Food:
Wood-roasted chicken quesadillas: $8.99
Thai coconut chicken tenders: $9.59
Parmesan fries: $6.95
Hail Caesar! Salad: $8.79
Flabread pizzettas (Margherita, Tuscan, Romesco roasted chicken): $9.29-$9.79
Roasted chicken and mozzarella rigatoni: $9.99
Bacon cheeseburger: $9.99
Grillers (BBQ pulled pork, verite veggie, Velveeta cheese, lime chicken, prime rib: $8.79-$9.99
Dessert:
Darkiccino chocolate brownie, peach cobbler: $6.29
I Love NY Cheesecake: $5.99
Drink:
Pitcher of Boulevard Wheat, Boulevard Pale Ale, Fat Tire or Guinness: $21.49 ($4.89 a pint)
Bottle of Kendall Jackson Chardonnay (most expensive wine): $42 ($10.50 a glass)
Bottle of Ravenswood Zinfandel (least expensive wine): $28 ($7 a glass)
Fruit smoothies, milkshakes: $4.99
Coffee: $2.49
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October 31, 2008
The Associated Press
(Picked up by outlets such as CNN, CNN Money, CNBC, MSN Money & The Washington Times)
Lights, camera, lobster rolls:
Theatres in the U.S. go gourmet
AP
Oct. 28: A waiter delivers a meal before a movie in an auditorium within the Fork & Screen wing of the AMC Studio 30 complex in Olathe,
Kan.
OLATHE, Kan. - When the AMC Studio 30 Fork & Screen opens Friday in suburban Kansas City,
moviegoers will get to sample a lush life not normally associated with a megaplex.
Most of the 30-screen complex still features popcorn, to be washed down with soda in theatres with
masses of stadium seats. But 11 renovated and redesigned auditoriums offer - for a premium - padded
recliners, alcoholic drinks and a full kitchen making Parmesan fries, Thai coconut chicken and Darkiccino
chocolate brownies.
'This will be a great draw for customers who want an upscale experience,' said Andy DiOrio, a
spokesman for Kansas City-based AMC Entertainment Inc., which plans eventually to include elements
of Fork & Screen in many of its more than 350 theatres.
So-called cinema eateries have been around for decades, but they've gained ground in recent years as
theatre operators look for new ways to attract customers, especially older moviegoers who have more
money but less tolerance for the junk food, uncomfortable seating and rowdy teenage crowds that
typically populate multiplexes.
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In an industry that already makes around a quarter of its revenue and about 40 per cent of its profits from
food, giving customers an excuse to splurge more on treats and drinks is a hefty incentive to rip out the
seats and go upscale.
The entrance of major chains, such as Regal Entertainment and AMC, the top two U.S. operators, will
only broaden the appeal of such theatres, said Patrick Corcoran, a spokesman for the National
Association of Theatre Owners. He estimates about seven per cent of theatres now offer an expanded
menu.
Also Friday, Village Roadshow Gold Class Theaters will open a theatre in Redmond, Wash., its second
U.S. location, where the Australian company will command up to $35 per ticket for luxury leather seats
and the chance to exchange the Jujubes for duck tacos, lobster rolls and expensive wine.
'One of the reasons I think you're seeing this is there's been an increase not just in the number of older
adults but in the number of older adults going to movies,' Corcoran said. 'You want to get hold of that
market. The older demographic tends to have more disposable income, (and) looks for maybe a different
experience than what teenagers and people in their 20s are looking for.'
Corcoran said while he was optimistic of the big chains' chances, they have to watch out for the pitfalls of
the restaurant industry, where profit margins can be much smaller than the nearly 70 per cent margins
theatres see selling popcorn and soda.
'The only obstacle to it is now you have to do two businesses well,' he said. 'You not only have to do well
with the presentation of the film, you have to do your food service well, and that's why they're doing it
slowly.'
AMC experimented with the Fork & Screen concept this summer at a theatre in Atlanta but considers
the opening at Studio 30, the company's flagship theatre, as the best test of how consumers will embrace
the idea.
'We feel we're on the right track with this step,' DiOrio said.
The Fork & Screen is built around a central bar and lounge called MacGuffins. While ticket prices in eight
of the 11 auditoriums are the same as in regular theatres, three are so-called 'CineSuites' offering more
intimate and comfortable seating and costing $10 extra.
All 11 auditoriums offer menu items ranging from $5.29 to $11.59 a plate plus beer and wine.
'It gives customers options,' DiOrio said. 'Dinner and a movie is one option. If you want to have a drink
after the movie, we have that too.'
Knoxville, Tenn.-based Regal, the largest chain in the U.S., has three Cinebarre cinema eateries that it
operates jointly with a North Carolina-based entrepreneur who helped found the nine-theatre Alamo Draft
House chain in Texas.
CineBarre, like Alamo, offers menus heavy on sandwiches, appetizers and pasta, which are served on
long tables that line each row of seats.
'These locations establish their own niche,' said Regal spokesman Dick Westerling. 'The one in Asheville
(N.C.) has performed much better than the location that previously showed traditional movies in a
traditional manner. We feel we're growing our customer base.'
Village Roadshow's first location, in South Barrington, Ill., opened three weeks ago and offers movies in
eight theatres built around a cosy foyer and bar.
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Customers reserve seats online for one of the 40-person theatres staffed by servers in black suits. The
menu leans toward the gourmet - Wagyu beef sliders, for example - with some dishes approaching $20
and a wine list including bottles costing hundreds of dollars. Tickets cost $22 to $32.
Kirk Senior, chief executive officer, said the price is high but not much more than seeing a movie and
going to a restaurant afterward.
'We're finding it's not for everybody all of the time, but it's for everybody some of the time,' Senior said.
'We strongly believe we're not competing with the multiplexes.'
Of course, all bets are off as the economy tanks, crimping Americans' leisure spending. But David Brain,
whose Entertainment Properties Trust owns hundreds of theatres operated by chains like Regal and
AMC, said cinema eateries can weather a tough economy if customers perceive they're getting a deal.
'If they pay even a dollar more but they get value for the time because they get to do what they want to
do, which is have a meal and see a movie,' Brain said, 'I think people are going to be very satisfied with
it.'
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October 28, 2008
Scene-Stealers (blog)
AMC’s Fork & Screen - Rock Fist Up!
Last night was the big press event for locally-based theater chain AMC to show off their newest theater
experience, which they’ve titled Fork & Screen. It’s pretty self-explanatory, but there’s a lot more to
getting it right than you might think. All I can say is that, considering the high price of concession stand
food anyway, why would you not want to eat real food for basically the same price and never have to
leave your seat? The grand opening is this weekend. Here is a link to all the events, including a free live
rock show by The Dead Girls and Pompous Jack on Saturday night.
The Alamo Drafthouse is a great Texas theater chain that’s already doing this restaurant/movie concept
(and a boatload of special events and cult movies), but AMC has tweaked it a little bit for the Kansas City
market, and I like the changes. Maybe the programming will get more niche as the concept grows to
include midnight movies, live send-ups, sing-alongs, etc. It would be cool for KC to support something like
that, but you never know…
Here’s the deal: Fork & Screen is one whole wing of the AMC Olathe Studio 30. Eight screens are for
Fork & Screen theaters, which offer seat-side service from a waiter/waitress, who delivers you a full
dinner menu and beer or mixed drinks. You order before the movie, it arrives soon thereafter, you eat on
a table in front of you, and get your bill before its over. The ticket price is exactly the same as a regular
theater. You must be 18 or over, or accompanied by a parent or guardian.
Cinema Suites comprise the other three theaters, and they cost a little more. The screens are still huge,
but the theater only seats 32, and you can reserve a specific seat (unlike Southwest Airlines) by paying
beforehand. You get reclining chairs, a swivel table in your lap, and eight feet to stretch out in.
I saw “RocknRolla” in a Fork & Screen theater and all I can say is I wish the movie would have been as
good as the experience. There is a bar inside the wing called MacGuffins (named after the infamous
object that everyone desires in a movie, usually something that has no value other than what’s placed on
it by all the film’s characters) that any ticketholder 18 and over (or accompanied by a parent or guardian)
can visit before and after the movie. Besides having a full menu of food and drinks, the space itself is
pretty swank. The prices aren’t really any pricier than any normal bar either. I particularly liked the
displays of macguffins on the corrider in from famous movies like “Pulp Fiction” (the glowing briefcase)
and “The Maltese Falcon.” Ironically, “RocknRolla” had a b-i-i-i-g macguffin: a painting that drives the
entire plot (and we never get to see), and it still sucked.
The big tweak, the biggest difference in the service that I noticed from the Alamo Drafthouse to Fork &
Screen was how quickly your food came out. Since each server has a digital touchscreen, the moment
your order comes out of your mouth, the kitchen gets it and starts making it. My mushroom & swiss
burger was out in 10 minutes; no kidding. Now if F&S could just start booking live event/movie combos
and really thinking of creative ways to use the space, that’d be amazing. People should be able to rent an
F&S theater out for a night (like we are tonight at the Screenland) to show whatever they want. That
would be really cool.
If I’m paying 12 bucks for a combo popcorn meal anyway, I might as well have a real dinner, y’know? This
is especially perfect for me because I often go to screenings straight from work and rarely have time for
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dinner. Popcorn does not a dinner make, unless you happen to like that sick feeling you get after
devouring a medium corn all by yourself.
Kudos to AMC for trying something different and taking a big gamble on people like me who enjoy an
entire night out at the movies. It was also really cool for them to have so many free screenings this week
so all the locals could see what they are all so proud of. What did you all think? I know we gave away lots
of passes for last night on the site …
7 Responses to “AMC’s Fork & Screen - Rock Fist Up!”
#1 POSTED BY Stacie, Oct 29th, 2008 8:29 am
“This is like the theater at Zona Rosa called the Majestic Theater. It has been there since Zona Rosa
opened. So this type of theater is not new to Kansas City. I like the Majestic better as you have your own
private table with chairs around it and you don’t have to pay extra. The food and drinks are excellent.
#2 POSTED BY akila, Oct 29th, 2008 8:39 am
“as an avid moviegoer, and AMC lover, fork & screen will be my new movie/drinking spot! i tend to see
movies on saturday or sunday mornings, since i have the theater to myself and a few others, but with fork
and screen, i’ll be driving my ass all the way to olathe in the afternoon for lunch, a movie, and a few
drinks. i had the parmesan fries just b/c they were calling my name from the menu, and talk about
delicious! i’ll definitely partake in one of everything from the menu on my future visits.
as far as rocknrolla goes, i definitely enjoyed it. i’m a sucker for Brit humor, and it was chocked FULL.
granted, the accents were so thick, i was forced to brush up my lip-reading skills, but i’m a fan. the russian
hitmen were HILARIOUS!
thanks scene-stealers!
#3 POSTED BY Randall, Oct 29th, 2008 9:55 am
“Cinemark on the Plaza has a somewhat similar concept with their VIP room–but I’ve never checked it
out. It looks like they have drinks and appetizers rather than a full dinner menu.
#4 POSTED BY Eric Melin, Oct 29th, 2008 10:13 am
“Just to be clear–you don’t have to pay extra at the Fork & Screen theaters, just the Cinema Suites.
Where’s the Majestic’s website? I can’t find it. Someone told me last night that they might have closed…
#5 POSTED BY akila, Oct 29th, 2008 10:54 am
“eric, i think you may be right. the web site is http://www.zonarosa.com, and all they have now is comedy
shows…
#6 POSTED BY Stacie, Oct 29th, 2008 2:35 pm
“The Majestic is the theater part and The Improv is the comedy club that is up at Zona Rosa. The theater
part they serve a full menu food and drinks. The comedy club is the same. They are still open. I was just
there about 2 weeks ago.
#7 POSTED BY Stacie, Oct 29th, 2008 2:38 pm
“Sorry they have closed theater part. I just called and asked.
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November 1, 2008
The Kansas City Star
AMC 30 in Olathe unveils new
dining and entertainment options
Instead of going out to eat before seeing a movie, movie-goers now can eat while viewing a movie at the
AMC Studio 30 in Olathe. And after the movie they can enjoy drinks and dessert just steps away.
AMC Entertainment Inc. on Halloween unveiled three new dining and entertainment options in the
renovated wing of the Olathe theater. Company executives said that AMC Studio 30, 12075 S. Strang
Line Road, is the first AMC location in the country to feature all three concepts under one roof.
Andy DiOrio, AMC’s manager of corporate communications, said one new option is called Fork & Screen.
It involves eight auditoriums reserved for guests ages 18 and over and minors accompanied by a parent
of guardian. Table-top dining will be offered from seat-side service. Movie-goers can order from a menu
comprised of appetizers, sandwiches, entrees, desserts, beer, wine and cocktails, as well as traditional
theater concessions.
DiOrio said that servers dressed in black will serve food from aisles below seated guests so that visibility
will not be obstructed during the movie. “This concept was offered at a theater in Atlanta in July and the
guests are really enjoying it,” he said. The cost of seeing a movie in Fork & Screen theaters is the same
as the regular ticket price. Food will be served before the movie. In addition, movie-goers can call for the
server during the movie to have their dishes removed or to order additional food items.
Option two is Cinema Suites: three suites with reserved seating for ages 21 and older. For $10 more than
the regular ticket price, movie-goers can dine on swivel tables, order from an extensive menu and receive
a coupon good for $5 off their Cinema Suites meal while relaxing in plush, reclining seats with eight-foot
row spacing.
“Cinema Suites will be geared more toward adults, offering diverse and specialty films,” DiOrio said. “Fork
& Screen will offer more traditional fare when it comes to movie selections.”
Option three is MacGuffins, a bar where visitors can relax before or after their in-theatre experience.
Named after a term coined by famed filmmaker Alfred Hitchcock, adult patrons will be able to order beer,
wine, cocktails and a selection of appetizers and desserts. MacGuffins will be open daily, including the
lunch hour, and guests 18-years-old and over and minors accompanied by a parent or guardian, will be
able to enter with a ticket to any auditorium at AMC Studio 30.
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“Anyone with a ticket can enjoy MacGuffins,” DiOrio said. “It will be a great place to go before or after the
movie for a drink or dessert.” Menu items will include grilled gourmet burgers, hand-pulled flatbread
pizzettas, roasted chicken quesadillas, fresh salads and a selection of desserts.
DiOrio said the north wing of the movie theater was closed in July for renovations. “When you come
through the door and turn to your left, you’ll immediately see all of the work that’s taken place,” he said.
“The bar has two levels of seating, an eye-catching, illuminated bar and a spacious lounge with soft,
comfortable seating with 25-foot-tall ceilings. A lot of changes have taken place.”
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November 7, 2008
The Olathe News
Theatre Combines Dinner and a Movie
By Kristin Babcock
Date night just got a bit easier.
AMC Studio 30, 12075 S. Strang Line Road, on Halloween debuted Fork & Screen, a wing for
moviegoers who want to combine the experience with dinner and drinks.
It's the first AMC theater -- of the company's 235 locations nationwide -- to try the concept that offers
three in-theater dining options. They include casual in-theater dining, upscale in-theater dining and a bar
and lounge area, said Andy DiOrio, an AMC spokesman.
"This is the first time all three are under one roof -- one of its kind," said Andy DiOrio, AMC spokesperson.
"We encourage guests to come see. It's like nothing you've ever seen before."
Patrons to Fork & Screen's grand opening lined up early Halloween morning dressed as their favorite
villains. The Joker, the ghost-faced serial killer from "Scream," and "Jigsaw" from "Saw," were among
those waiting in line for a chance to win free weekly movie passes for a year. The first 100 were given 52
AMC passes.
Sheryl Sabo, dressed as a cat, was one of the lucky 100 who won free passes to try Fork & Screen.
Sabo, in town from Ohio visiting family in Overland Park, said she's been excited about the new wing for a
long time.
"I've been wanting to try it out since I heard about it," Sabo said. "I think the restaurant with the theater is
a great concept." Fork and Screen's casual dining space features seat-side service and a menu that
includes appetizers, entrees, desserts and theater concessions.
The upscale dining section, called Cinema Suites, adds reclining seats, swivel tables and eight-foot row
spacing for moviegoers who are at least 21-years-old. It costs $10 more than a typical ticket, but includes
a $5 coupon for food,
At MacGuffins, the bar and lounge, adults can order cocktails and food before or after a movie. Fork &
Screen menu items like lobster rolls and Thai coconut chicken. Prices range from $5.29 to $11.59.
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Tammy Head, another AMC patron, said she looked forward to going to the movies, avoiding lines and
not having to plan another dining-out excursion.
"It's great to hear it's no more expensive than other restaurants," she said. "It all sounds great. Definitely
the convenience of it is appealing. It's one-stop shopping."
AMC has a similar dinner and theater in Atlanta, but it's not as upscale and doesn't offer the variety of
menu options as Fork & Screen, DiOrio said.
"Basically since our headquarters are here," DiOrio said of AMC's Kansas City, Mo. location. "The theater
is in our own backyard. We hope we can evaluate it and roll out more locations."
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December, 2008
435 South Magazine
Let’s All Go to the Movies
By Maggie VanBuskirk
AMC Studio 30 offers a new type of movie-going experience with its recently opened Fork & Screen wing,
mixing big screen entertainment and first class dining.
The Olathe-based theatre is the flagship Fork & Screen location offering the three test concepts Fork &
Screen and Cinema Suites auditoriums and MacGuffins bar and lounge under one roof. Each concept
presents guests in-theatre dining options above and beyond Milk Duds and popcorn. Andy DiOrio,
manager of corporate communications, says AMC is known for its history of industry innovation and
believes guests will enjoy the new wing.
“AMC strives to offer the best possible out-of-home entertainment experience, as we continue to do so by
giving guests additional entertainment options all under one roof in the Fork & Screen wing of AMC
Studio 30,” says DiOrio.
MacGuffins bar and lounge borrows its name from a plot-propelling device coined by Alfred Hitchcock.
Walking down the opening corridor of the wing toward the bar, famed movie “MacGuffins” such as the
briefcase from “Pulp Fiction,” are showcased on the way and light up as you walk past. Holding up to 250
guests, MacGuffins is a place for any ticket holder to enjoy dinner and drinks before or after the movie.
Guests can also wine and dine at Fork & Screen and Cinema Suites, casual and upscale auditoriums with
in-theatre dining options. AMC associates, keeping tabs on newcomers from screens in theatre entrances
and above the kitchen door, proactively greet seated guests and take food and drink orders before their
movie starts. Services continue during the movie with the touch of a button.
“If at any time during the show you need additional service or would like to order additional items, there
are call buttons at your seat that guests may press which alert our servers for additional service,” DiOrio
says.
AMC partnered with McDonnell Kinder and Associates to create a menu with everything from woodroasted chicken quesadillas to Boulevard chicken tenders, salads, pastas and desserts such as the
Darkiccino Chocolate Brownie. The drink menu also extends to domestic and local beer and an
assortment of wine and alcohol. Traditional concessions are still offered – including popcorn in a familysized, refillable bowl. Enjoy these items in theatre at Fork & Screen and Cinema Suites auditoriums or
MacGuffins.
“All items are made-to-order and range in price from $5.29 to $11.59 so guests can splurge or scale back
as they desire and still have an enjoyable AMC experience,” says DiOrio.
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The price for Fork & Screen, open to moviegoers 18 and older and minors accompanied by an adult, is
the same as the traditional AMC Studio 30 auditoriums. Tickets for the Cinema Suites, reserved for
guests at least 21 years old, are an additional $10 per ticket and include plush, reclining seats and a $5
coupon toward your in-theatre dining experience.
In July, AMC introduced Fork & Screen and MacGuffins at AMC Fork & Screen in Buckhead, Ala. DiOrio
says these concepts are a test and may open in future locations. For more information, visit
www.amctheatres.com/studio.
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April 17, 2009
The KansasCity Star
Movies are returning to Main Street
The AMC Mainstreet theater, shedding past roles as the RKO Missouri and Empire Theater, is returning
to downtowns center stage. Inside a historic shell where vaudeville once reigned, AMC Entertainment has
inserted an ultra-modern digital movie complex as part of a $25 million overhaul.
“When you take in every aspect of the theater, its one of the most if not the most state-of-the-art theaters
in the country,” said AMCs Andy Diorio.
What was once a poster child for downtowns decline three trees sprouted from its roof during its 20 years
of neglect is now the final entertainment anchor in the South Loop, joining the rejuvenated Midland
theater and new Sprint Center. Yet another addition in the continued revitalization of downtown, said Jon
Stephens, president of the Power & Light District. He called Cordish Co. pleased with the result.
AMC worked with Cordish, the developer of the Kansas City Power & Light District, to remake the old
domed pleasure palace into a six-screen complex, along with a restaurant/lounge called the Marquee.
Grand reopening is May 1, but the theater will host the Kansas City FilmFest April 22-26.
The theater at the corner of 14th Street opened in 1921, offering Charlie Chaplin and others on the silent
screen for 50 cents and live entertainers, such as George Burns, onstage. The Mainstreet became the
RKO Missouri in 1949 and finally the Empire Theater in 1960 until its closing in 1985.
Its a historic renovation project at least to the passer-by. The AMC Mainstreets exterior was restored
meticulously down to the green terra cotta tiles of its distinctive dome.
But dont go inside expecting the original baroque interior. The only significant survivors are the
restaurants terrazzo floor and the grand staircase at the back of the dining area.
Water damage over the years was so extensive that ornate moldings were reduced to 200 truckloads of
moldy debris a $4 million job in itself.
“All that was left was the bones,” said Jay Tomlinson of Helix Architecture & Design, the design architect.
“There were 92 different kinds of mold. It was unbelievable.”
Many walls and columns are now exposed brick and concrete. “We decided to not cover all the old bones
that were there,” Tomlinson said. “They wanted us to keep them and we did, and integrated as much of
the old as new.”
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Basically asked to design a new building within the 827,000 cubic feet of the old shell, Helix reoriented
the interior. The old lobby along 14th Street is now the restaurant. The space flanking Main Street that
once housed small retailers is a two-level lobby.
And the rotunda is open, as intended by its original Chicago architects, Rapp and Rapp. Now, patrons
looking up will see a large suspended light fixture resembling a stylized piece of popcorn
That fixture is part of a contemporary interior by Christina Sternberg, a senior designer at AMC.
The floor is inlaid with familiar quotes from great films, directional signs list Oscar-winning directors, and
restrooms have oversize photos of actors and actresses.
Sternberg, who worked with William Slusher, said the design is to offer patrons a playful opportunity to
learn more about the films as part of their theater experience. Part of what makes an entertainment venue
exciting is discovery, she said. Going to movies is about remembering your favorite movies and looking
forward to the next one.
“Part of what makes an entertainment venue exciting is discovery,” she said. “Going to movies is about
remembering your favorite movies and looking forward to the next one.”
The architect fitted the four smaller theaters in the complex into the towering backstage area of the old
vaudeville hall where the scenery and lights were hung. The largest theater has its 283 seats banked at a
45-degree angle that descends to the original basement level.
The renovation also includes back corridors for waiters delivering food and drinks to patrons. The AMC
operation will employ about 140 people with 90 assigned to the restaurant and bar, and the remainder
operating the theater itself.
“Successful downtowns offer a diversity of destinations and entertainment options,” Stephens said.
“Lighting another corner with activity seven days a week brings us much closer to having a 24/7
downtown.”
-----What's inside
The AMC Mainstreet, the city's first all-digital multiplex, features amenities never before seen here -- or at
any other AMC facility.
--Six auditoriums: Three downstairs (with seating capacities of 283, 74 and 74) are conventional
auditoriums. Three auditoriums upstairs (capacities of 68, 23 and 23) are in the Cinema Suites format
where customers sit in recliners.
--Parking: Patrons can get up to four hours free (with validation) at Power & Light District garages. AMC
recommends the Cosentino's parking lot one block north.
--When it opens: The grand reopening is May 1, but the Kansas City FilmFest runs April 22-26.
--For more: Go to KansasCity.com for a photo gallery and video tour of the new AMC Mainstreet.
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-----INNOVATIONS ALSO EXTEND TO THE LOBBY
Not all the innovations at the AMC Mainstreet are in the auditoriums. Patrons also will find:
--The flavor wall: Adjacent to the concession stand is a bank of spigots dispensing soft drinks, syrup
flavorings and popcorn toppings. This is the first of its kind in any AMC facility. On the floor is a quote
from 'When Harry Met Sally': 'I'll have what she's having.'
--Digital posters: As befits an all-digital theater, even the lobby posters of upcoming movies are electronic,
showing scenes from the films.
--Restrooms: A life-size portrait of Humphrey Bogart watches over the entrance to the men's room, while
Lauren Bacall does the same for the women. Inside, the stall doors bear the visages of famous Hollywood
stars, with men in the men's room, women in the women's room. The stalls in the women's restroom have
their own vanities and electric hand dryers.
To reach Kevin Collison, call 816-234-4289 or send e-mail to [email protected]. -- Robert W. Butler,
[email protected] -- Robert W. Butler, http://www.kansascity.com
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April 27, 2009
CEPro.com
AMC Theater Features ButtKicker Seat-Moving
Technology
The renovated 1921 vaudeville theater that once hosted Charlie Chaplin now offers a "ButtKicking" movie
experience.
Opened in 1921, the building that was once a vaudeville hotbed is now a "technology test bed" for AMC
Entertainment.
Why limit yourself to installing gear in home theaters when there are opportunities in AMC Entertainment
Theaters?
The Guitammer Company recently outfitted an AMC Entertainment movie theater with its audio
transducers, which add a sense of "feel" to the movie experience by moving and shaking seats or floors.
"It's probably the state-of-the-art movie theater in the world right now," Ken McCaw, director of product
development for Guitammer, says about AMC Mainstreet, which is located in AMC's hometown of Kansas
City, Mo.
Guitammer had to design a lot of ButtKickers. The three upstairs theaters at AMC Mainstreet have small
capacities of 68, 23 and 23 and feature home theater-style recliners by
instead of typical movie theater seats. The three downstairs theaters are more conventional with
capacities of 283, 74 and 74.
McCaw designed and crafted much of the installation himself, although the wiring was handled by local
electricians. He says the installation was pretty simply. "It comes down to bolting [the transducers] down
and running a conduit down to each row and fanning it out in the case of bigger theaters."
Despite the simple installation, Guitammer plans to have audio/video professionals, not electricians, do
future ButtKicker installations in theaters. "The more people understand about audio the better it is for us,
even though it's a pretty basic installation," McCaw says.
The plan is to add ButtKicker technology to AMC theaters throughout the United States, according to
McCaw. He says AMC has "set a new standard with movie theaters [with this installation]. If they don't roll
it out [throughout the country], somebody else will because it's pretty impressive."
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AMC, however, hasn't committed to rolling out Guitammer products in additional theaters. "We'll gauge
audience reaction and make decisions on a go-forward basis," says Dan Huerta, AMC's VP of projection,
sound and new technologies.
Movies that Move You
Although the grand opening of AMC Mainstreet is May 1, it's already open for business. McCaw has
watched films there, saying the experience is incredible. McCaw says AMC wants to "really pick their
spots" and use the seat-shaking as a special effect, perhaps during a climactic car crash scene.
"It's adding a third sense to the movie experience, not just adding a tactile subwoofer, he says. "When
they go off, it's very intense."
"It's not overdone. It's done just right," adds Huerta. "I think people are really just going to love it."
Having ButtKicker technology installed in public movie theaters is the ultimate sales tool for CE pros,
according to McCaw. He says getting clients to sit in a chair with ButtKicker technology is the company's
No. 1 sales-driver.
ButtKicker technology is also installed in:
IMAX Theaters in Massachusetts
The Lincoln Library and Presidential Museum in Springfield, Ill.
The Kennedy Space Center in Cape Canaveral, Fla.
Chaplin, Burns and ButtKicker
The clients who visit AMC Mainstreet will experience a mix of new technology and entertainment
nostalgia. The theaters are in a historic building that once hosted vaudeville acts, including those of
Charlie Chaplin and George Burns.
AMC Mainstreet reflects a $25 million renovation of the 14th Street theater, which opened in 1921. It cost
50 cents to watch live performances of the era's vaudeville stars, including Chaplin and Burns, according
to the
The theater was renamed the RKO Missouri in 1949, then the Empire Theater in 1960 before closing in
1985. Neglect led to deterioration and necessitated a gut-renovation that was pretty much like new
construction, according to McCaw.
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April 29, 2009
The Kansas City Star
All digital, plus drinks: State-of-the art Mainstreet
theater opens Friday
Finally, regular moviegoers get to see what all the hubbub is about.
On Friday, AMC's new Mainstreet theater at 14th and Main opens to the general public. After two
decades of neglect (remember the trees growing from the roof?), almost three years of renovation and a
trial run at last week's Kansas City FilmFest, regular audiences can finally visit the city's first all-digital
movie theater and soak up the posh atmosphere and shiny doodads.
Well, you can if you're 18. Persons younger than that are not allowed into the Mainstreet (formerly the
Empire) unless accompanied by parent or adult guardian.
And if you want to plop down in one of the recliner chairs in the theater's three Cinema Suites
auditoriums, you have to be at least 21. That's because they're serving alcohol there.
Here are some of innovations at the new megaplex:
** All seats are reserved. If you buy tickets online you will be given the best available seats. But you can
always exchange them for other seats in person at the box office.
** Six all-digital auditoriums, three downstairs and three upstairs (the upstairs houses are Cinema Suites
and feature full food service). And one can show 3-D films.
** Oversized screens twice as big as the industry standard for auditoriums of this size; digital projection
offering four times the resolution of HDTV.
** Expanded digital sound with speakers overhead and at the rear of the auditoriums.
** Red leather seats throughout. Plus, each seat is wired with subwoofers that vibrate to low-frequency
noises on the soundtrack.
** Improved leg room. Even a 7-footer can stretch out.
** Foot railings. Each row has a raised railing on which patrons can rest their feet, sort of like an oldfashioned saloon, except you're sitting.
** A "flavor wall" where you can spike your soda with specialty flavorings or sprinkle toppings on your
popcorn.
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** The Marquee, a full-service restaurant in the lobby.
** Digital posters. Yep, even the movie posters move here.
** Movie-themed restrooms. A life-size Bogie and Bacall greet you at the doors.
** Quotes in the floor. Inlaid in the terrazzo lobby floor are quotes from famous films: "There's no place
like home."
AMC spokesmen said the Mainstreet mostly will feature mainstream fare with an emphasis on the sorts of
films that show up on the AMC Select list. These tend to be independent and art films along the lines of
"Juno," "The Reader" and "No Country for Old Men."
amc mainstreet
Ticket prices: $10 for the three conventional theaters. $20 for Cinema Suites, but that includes a $10
coupon toward the food served there. Parking: Four hours of free parking at any Power & Light District
garage with validation at the theater. AMC recommends using the Cosentino's lot 1 1/2 blocks north of
the theater on Main Street.
special events
** The theater opens with a midnight screening tonight of "X-Men Origins: Wolverine." The first 100
guests get a Wolverine foam claw. Everybody who attends is registered to win prize packs.
** The first 100 customers to show up Friday after 8 a.m. dressed as a Hollywood celebrity will receive 52
free passes for the Mainstreet.
** On Friday, Saturday and Sunday the first 100 guests to present their ticket stubs to Guest Services will
receive a gift.
Copyright © 2009 The Kansas City Star
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May 14, 2009
KansasCity.com
Mainstreet the best theater around
By Robert W. Butler
No point in hiding our light under a bushel.
With the new Mainstreet theater, Kansas City now has one of the best movie theaters in the country.
Maybe in the world.
In every category in which you might measure the experience sound, projection, comfort, ambience
AMCs six-screen Mainstreet is as good as it gets.
In its first two weeks, the all-digital venue at 14th and Main has been busy with crowds of curious
moviegoers.
As an AMC spokesman puts it, the theater has seen a continuous flow of guests since opening day &
guests have reacted very favorably to not only the historical buildings transformation, but also the hightech, out-of-home entertainment experience at this incredible theater.
But enough corporate-speak. Friends and co-workers who saw the new Star Trek movie there last
weekend report that the big auditorium was packed for every screening. They raved about the
presentation, even the chairs that vibrate to low-frequency sounds. (I’m dubious & not sure I want my
posterior tingling while watching, say, Doubt.) Fred Andrews, whose Kansas City FilmFest in late April put
the new theater through its maiden voyage, had nothing but good things to say.
It was an easygoing, comfortable environment, Andrews said. People were wowed and not just festival
goers. Some of the filmmakers said it was the best projection theyd ever seen of their work. And I had
several people from L.A. tell me there’s nothing in that city even close to this. Of course, there will be
naysayers.
Folks who are city-phobic or hate walking will object that the Mainstreet is smack dab in the middle of the
downtown loop. Theyll gripe that customers have to park a block and a half away (how is that any
different from parking in the last row of the Studio 30 lot in Olathe on a busy Friday night?).
Some people just hate to pay for parking, and this has been the source of some contention.
Mainstreet patrons are supposed to get three hours of free parking with validation of their parking stub at
the theater. Participating lots are the Main Street garage (east side of Main, just north of 13th Street near
the new Cosentinos market), and the KC Live garage (south side of 13th just east of Walnut).
Problem is, some of the parking lot employees havent been honoring that deal. AMC and Cordish officials
say they’ve straightened it out.
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And, of course, there are the pricing and admissions policies. A ticket to one of the three downstairs
auditoriums costs $10 no discounts for weekdays or matinees. And if you want to see a movie in one of
the three upstairs meal-and-a-movie Cinema Suites auditoriums, itll cost you $20, although you get a $10
food coupon.
The other potential complaint will be the age limitations. Nobody under 18 can get in unless accompanied
by a parent or adult guardian. And nobody under 21 can watch movies in the Cinema Suites where
alcohol is served. (And this is a drawback how?) AMC which manages the Mainstreet on behalf of the
Cordish Co., operators of the surrounding Power & Light District probably wouldn’t put it this way, but I
think the theater is aimed at movie snobs.
It has been designed to attract an audience that wants to see movies in luxury (red leather chairs,
incredible legroom, footrails running along the base of every row) and with a minimum of distractions (no
crying kids, no arcade games buzzing and blipping in the lobby).
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