Boxoffice - February 2017

CONCESSIONS
STAND
AN
EXPERTISE IN
HOSPITALITY
Interview with Rob
Novak, Vice President of
Concessions and F&B, Marcus
Theatres
by Daniel Loria
n While expanded menus and stand-alone
restaurants have found success at movie
theaters in recent years, those concepts
can hardly be called a “trend” at Marcus
Theatres. The midwestern circuit has long
had an equal focus on the hospitality
industry, operating its dining and hotel
activities with the same attention to detail
and customer care as its exhibition business.
As the concessions stand continues
to evolve, Boxoffice spoke to Marcus’s
Rob Novak (left) to find out how one of
the country’s leading cinema chains approaches
its food and beverage strategy
in a period of changing consumer tastes.
As a company, I think it’s fair to say that
Marcus isn’t only in the exhibition industry—
it’s in the hospitality business. The
company has had a long history with
hotel and restaurant concepts;
how has that history and
expertise informed your
concessions strategy in
this new era of expanded
concepts?
As we look at our Marcus
Hotels & Resorts division and
our long history of restaurants, it’s
evident that the company understands
the power of having successful food and
beverage options within our facilities. Many of our
hotels operate full-service dining experiences because
hotels are destinations. Our theaters are destinations
themselves, and by offering more versatility in food and
36 BoxOffice ® FEBRUARY 2017