Boxoffice Pro - February 2020

MAY THE FORCE
BE WITH YOU
Star Wars yoga
in the lobby
at the Showcase
Cinema de Lux
X MARKS THE SPOT
The XPlus theater
at the Showcase
other forms of movie viewing,” explains Mark
Malinowski, vice president of global marketing for
Showcase Cinemas.
Showcase placed an important emphasis on
the theater’s food and beverage offerings as part
of its renovation. The concession stand features
a station for freshly made pretzels, Nathan’s hot
dogs, Famiglia pizza, Ben & Jerry’s ice cream, and
a wide array of Starbucks coffee items. It is one of
the first movie theaters to offer both Frappuccinos
and cold brews at its concession stand. Coca-Cola
Freestyle machines are positioned in the hallways
leading to the auditoriums, taking full advantage
of the theater’s foot traffic. Dynamic digital
signage helps boost the latest F&B promotions
and can be deployed as a branded takeover for a
specific concession item or film.
Next to the concessions, a full-service café bar
serving small bites and appetizers is ideally situated
for patrons as they enter or exit an auditorium. Alcohol
service includes craft cocktails on tap, beer
and wine, and premium liquor options. A second
bar, located on the theater’s second-story “Lux”
level, cuts down the walking time for patrons
looking for a refill during a movie.
“The theater’s food and beverage offerings are
designed to provide something for everyone,”
says Patrick Micalizzi, V.P. of food and beverage
at Showcase. “Our reconceived lobby café
concept now includes a wide array of Starbucks
beverages, a gourmet menu, and an assortment of
craft cocktails on tap. Additionally, our updated
concession stands offer freshly popped popcorn,
new digital menu/display boards, and a fleet of
Coca-Cola Freestyle machines with more than
200 flavor combinations. Under the direction of
our executive chef, our redesigned Lux Level bar
and lounge includes a carefully curated menu of
cocktails, appetizers, entrees, and desserts that take
in-theater dining to an entirely new level.”
The theater’s most impressive space is its exhibitor-branded
premium large-format (PLF) XPlus
auditorium. The two-level screening room features
heated recliner seating by Palliser and a two-and-ahalf-story-high
wall-to-wall screen. It boasts one of
only four Cinionic Giant Screen (CGS) dual-laser
projectors in the United States (the only one on
the East Coast) and delivers state-of-the-art image
quality to complement its Dolby Atmos immersive
audio system. There is a full-service dine-in menu
with a call button at each seat, delivering a truly
premium moviegoing experience in style.
“It’s technologically advanced, incredibly
comfortable, and larger than life, so it’s fitting
that Showcase Cinema de Lux Legacy Place is
relaunching with the Star Wars marathon and the
opening of the latest franchise film—a cultural
event that embodies the same qualities as our theater,”
says Malinowski. “With the XPlus premium
large format, laser projection, power recliners,
Lux Level, and a new café concept, this theater is
everything a modern moviegoer could want.”
PHOTOS: ADAM GLANZMAN/AP IMAGES FOR SHOWCASE CINEMAS
68 / FEBRUARY 2020