The Corners developers name theater operator
Silverspot to run cinema; first of its locations in Wisconsin

By Dave Fidlin - Special to The Freeman

August 18, 2017

 The exterior of Silverspot’s location within the mixed-use Mercato development in Naples, Florida.
Submitted photo

TOWN OF BROOKFIELD - A small, but growing, theater operator noted for its range of cultural entertainment offerings was officially named a tenant at The Corners on Thursday.

Silverspot Cinema, which has five theaters open or under construction, will operate the nine-screen theater eyed for The Corners. Early this summer, the developers behind the new mixed-use development announced plans for the theater, but had kept the operator's name under wraps.

The theater, which is undergoing a series of approvals by Town of Brookfield officials, is to encompass 41,000 square feet of space on the far eastern end of The Corners, which officially opened in April.

Plans call for breaking ground on the new theater in February and opening it in spring 2019.

Silverspot, established in 2009, is primarily concentrated in Florida, where it has three locations. The company also has a location in North Carolina and another in Ohio.

 Silverspot Cinema has three locations in Florida, including this one at the Promenade at
Coconut Creek development in Coconut Creek.

Submitted photo

Randi Emerman, vice president of programming and strategic partners, said Silverspot was attracted to The Corners for various reasons.

"Brookfield is a great location. It's unique," Emerman said. "And we really respect the developers."

Before signing on the dotted line, Emerman said company representatives conducted research, including demographics in the surrounding area and determined The Corners "would make be a very special Silverspot location."

The new theater will operate near Marcus Corp.'s decade-old, 16-screen Majestic Cinema, which also is located in the town.

 A glimpse inside Silverspot's cocktail lounge at a theater in Chapel Hill, North Carolina.
Submitted photo

'A very different concept overall'

Emerman said Silverspot will offer traditional Hollywood fare that might be available at the Majestic, in addition to independent and locally produced films. But she also noted the company will have a much broader array of entertainment options, including operas, ballets and concerts.

"We'll definitely share some of the same films that will be (at the Majestic)," Emerman said. "But this is a very different concept overall."

Silverspot's marketing materials describe its locations as "sophisticated boutique theaters." Some of the company's features will include a professional housekeeping staff in lieu of traditional ushers.

Emerman said the theater will be targeted toward families and adults. A bar and restaurant will also be on site, and a range of other touches - including plush recliners and a high level of customer service - are part of the operating plan.

A theater was not initially part of the plans for The Corners, but the property's developers added the proposal not long after operations began.

"This is a more recent part of the plans," Robert Gould, vice president of U.S. operations for IM Properties, the developer of The Corners, said when asked about the sequence of events.

"Shopping is changing all the time," Gould said. "The theater experience is, too."

Gould said IM Properties solicited proposals from three theater operators. Demand was high, he said, "Because people have recognized this is a great location."

Silverspot will mark the return of a theater to the southeast side of Bluemound and Barker roads. Marcus Corp. had operated West Point Cinema in the same area before opening the Majestic in 2007.

West Point Cinema, in addition to an old Menards building and an obsolete shopping center, were razed to make way for The Corners.

<<EARLIER: Town panel OKs architectural details for new Corners theater