Boxoffice - May 2019

boxofficepro

The Official Magazine of the National Association of Theatre Owners

TRADE TALK

help drive SMG’s next stage of growth, as

the company continues to open in-theater

dining locations across the United States.

“TowerBrook is an ideal partner for

SMG not only because of its deep operational

capabilities and strong network, but

its established commitment to sustainable

and socially responsible business practices

as a Certified B Corporation,” said SMG

founder and CEO Brian Schultz.

SMG created its in-theater dining

niche by combining an immersive theater

experience, scratch food and craft

cocktails, and a culture of hospitality,

with a commitment to support and fund

expansive community-outreach programs

nationwide. The concept was established

in 1993.

“We are thrilled to partner with Brian

Schultz and SMG’s management team

as the company enters its next phase of

growth,” said Jonathan Bilzin, managing

director of TowerBrook. “Consumers are

increasingly looking for high-quality experiences,

and SMG has been at the forefront

of innovation in this evolving industry.”

The investment was made through the

TowerBrook Structured Opportunities

Fund, which was established in 2015 to

pursue not-for-control opportunities,

backing management teams and businesses

at the inflection point of growth

and change. TowerBrook has connections

within the cinema and entertainment

spaces through previous investments.

This investment follows a number of

recent similar non-control partnership

transactions that TowerBrook has

pursued with founder-led businesses,

including GBA Group, JJA, OVH, La

Maison Bleue, and Gravity.

KINEPOLIS ACQUIRES SPANISH

CIRCUIT EL PUNT

>> Following approval by the Spanish

competition authority, Kinepolis Group

completed the acquisition of the Full

cinema complex in Barcelona and El Punt

Ribera in Valencia in February. Both cinemas

are part of the El Punt cinema group,

which is owned by the Sallent family.

The Full megaplex has 28 screens

with a total of 2,687 seats and welcomes

more than 1.3 million cinemagoers every

year. The complex is rented and situated

in the commercial center Splau in Cornellá

de Llobregat, close to the airport

and 14 kilometers south of Barcelona.

The Full cinema complex is the flagship

of the El Punt group; all screens boast

4K projectors, and 19 screens have Dolby

Atmos sound.

El Punt Ribera is located in a commercial

district in Alzira, 44 kilometers

south of Valencia. The complex, which

El Punt owns, has 10 screens—each

featuring Dolby 7.1 sound—and 2,528

seats, and attracts more than 300,000

visitors annually.

Kinepolis already had six cinemas in

Spain, totaling 99 screens and more than

28,000 seats. The circuit now operates

the three biggest cinema complexes in

Spain: Kinepolis Ciudad de la Imagen in

Madrid, Full in Barcelona, and Kinepolis

Valencia.

MAJOR EXPANSION AT FOX

BERKSHIRE

>> Wyomissing, Pennsylvania–based Fox

Theatres announced that Fox Berkshire,

the eight-screen movie theater located on

Berkshire Boulevard in Wyomissing, is

finalizing plans for a 10,000-square-foot

expansion, highlighted by the addition of

four auditoriums and 400 more heated

recliners. Construction is scheduled to

begin June 2019.

Since reacquiring the theater five years

ago, ticket sales have more than tripled in

response to the continuous upgrades, according

to Donald Fox, president of Fox

Theatres. “Fox Berkshire is the premier

movie theater in the Reading market,”

said Fox, “with sold-out shows most

weekends. We have added luxury heated

recliners, a premium large-format FTX

screen (a giant wall-to-wall and floor-toceiling

curved screen), Fox Kitchen &

Bar, and the Fox Patio. Our next phase

of growth is to expand from eight to 12

luxury auditoriums to better meet demand.

We are in the process of obtaining

approvals and expect to be open by late

spring 2020.”

“There is nothing like the shared

experience of watching a movie on a big

screen in a darkened theater” said Fox.

“The expansion of Fox Berkshire, with

12 luxury recliner auditoriums, will offer

area moviegoers a complete and unrivaled

entertainment experience.”

AMC INTRODUCES MOBILE

CONCESSIONS ORDERING

>> AMC has announced the launch

of mobile concessions ordering at all

theaters in three of its markets: Boston,

Denver, and Houston. AMC’s mobile

app allows moviegoers to order food

and beverage and set a time for pickup.

The purchase can then be retrieved at

a special Express Pick-Up kiosk or, at

some locations, will be delivered to the

moviegoer’s seat.

“We are routinely seeing some 45

percent of all AMC ticket purchases processed

online, and the mobile-order option

is another way we’re making a trip to

the movies more convenient for guests,”

said Tonya Mangels, vice president, product

marketing, AMC. “Now guests who

are already breezing past the box office

with their mobile ticket purchase can go

straight to the express pickup kiosk to

grab their mobile-ordered food or have it

delivered to their reserved seat, depending

on the location.”

AMC currently offers mobile concessions

ordering at a handful of locations.

Atom Tickets, meanwhile, offers mobile

concessions ordering through its app at

select Regal Cinemas, Landmark Cinemas,

Emagine Entertainment, Southern

Theatres, and Megaplex Theatres

locations. AMC’s new, more aggressive

approach to mobile concessions will see

guests at approximately 150 locations

able to buy their concessions via app by

the end of this summer.

18 MAY 2019

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