exterior of Silverspot’s location within the mixed-use
Mercato development in Naples, Florida.
BROOKFIELD - A small, but growing, theater operator
noted for its range of cultural entertainment offerings
was officially named a tenant at The Corners on
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
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.
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.
Cinema has three locations in Florida, including this
one at the Promenade at
Coconut Creek development in Coconut Creek.
vice president of programming and strategic partners,
said Silverspot was attracted to The Corners for various
"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.
glimpse inside Silverspot's cocktail lounge at a theater
in Chapel Hill, North Carolina.
'A very different concept
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
share some of the same films that will be (at the
Majestic)," Emerman said. "But this is a very different
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
A theater was not
initially part of the plans for The Corners, but the
property's developers added the proposal not long after
"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
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."
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.
Cinema, in addition to an old Menards building and an
obsolete shopping center, were razed to make way for The
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