Marcus Theatres is transforming an auditorium at its Gurnee Mills theater outside Chicago into a sports bar with high-def monitors and food and drink starting with March Madness as chains experiment with new ways to attract patrons.“I can’t think of a better place to watch these games,” said CEO Greg Marcus.
Plans call for 12 big screen monitors with one game broadcast over speakers but up to eight events at a time available to select and watch by downloading an app.
It’s not theatrical content and avoids the issue of sports rights. The exhibitor may pull out some theater seats to make room for a few high-tops, but will keep most of them in “because that’s what makes it special,” Marcus said on a call after the company’s latest earnings.
Food and beverages will be delivered to seats.Marcus Theatres earlier said it turned profitable for the three months ended in Dec.
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