Marcus Theatres switch brands for Brookfield Square theater
Movie Tavern will replace previously announced BistroPlex

Freeman Staff

April 2, 2019

Marcus Theatres now plans to construct a Movie Tavern at Brookfield Square
instead of its BistroPlex brand.

Submitted photo

BROOKFIELD — Marcus Theatres announced it will bring its newest brand Movie Tavern to Brookfield Square mall, which had been the intended site for a Marcus Theatre BistroPlex.

The decision came after Marcus Theatres, a division of Milwaukee-based The Marcus Corporation, acquired Movie Tavern in February. The acquisition added 208 screens at 22 locations in Arkansas, Colorado, Georgia, Kentucky, Louisiana, New York, Pennsylvania, Texas and Virginia for Marcus Theatres, which now owns or operates a total of 1,097 screens at 90 locations in 17 states.

The Movie Tavern at Brookfield Square is anticipated to open in October, near where Sears had been located.

“Movie Tavern by Marcus is an extension of the Marcus Theatres brand with its own personality and some unique attributes,” said Rolando Rodriguez, chairman, president and CEO of Marcus Theatres, in a statement. “This market area is already enjoying the Majestic Cinema of Brookfield (4.5 miles away) and the Ridge Cinema (6 miles away). Plus the BistroPlex concept at Southridge Mall is a short drive away (11 miles). It is the right time and place to introduce our new theatre to our hometown, ultimately giving the community three choices of Marcus Theatres brands.”

According to Monday’s announcement, plans for the exterior signage and design package to now reflect the Movie Tavern brand have been submitted to the Brookfield Plan Commission.

The new Movie Tavern by Marcus at Brookfield Square will have eight auditoriums and will feature popular amenities from Marcus Theatres, including comfortable DreamLounger recliners throughout the building and one Super-Screen DLX auditorium with an oversized screen, immersive Dolby Atmos sound and optional heated recliner seating. Although Movie Tavern by Marcus will feature local favorite, Zaffiro pizza on its menu, the food and beverage offerings overall will be different than other Marcus Theatres locations.

The bar area will be called The Tavern and will have an open concept with lounge and traditional bar seating. Guests will be able to order food and beverages that can be enjoyed in the bar/lounge or delivered to their auditorium by food runners. Orders also can be placed at the concession stand and will be delivered to guests’ seats.

“When considering the development of a new theater, our goal is to design it for the needs and spirit of the community,” Rodriguez said. “The Brookfield area continues to grow, including the planned addition of the Brookfield Conference Center in 2020, several hotels, new restaurants and numerous residential developments. More and more it is becoming a stronger regional destination for shopping, dining and leisure. Movie Tavern by Marcus at Brookfield Square will complement this growth, offering entertainment and dining for the entire community to enjoy.”