“That basically tells me that our consumer is … more open to diverse films, to diverse product, that make this art form really fun,” Rodriguez said. But with the pandemic forcing theater chains to show a broader variety of movies, he added, Marcus is finding a broader audience, with more art films and foreign-language fare, including movies in Spanish. Milwaukee "is a very good marketplace" for families and older audiences, Rodriguez said. 22) and Steven Spielberg's remake of "West Side Story" (Dec. 19, "will resonate not just with families but older audiences,” he predicted, along with "The King's Man" (Dec. Nostalgic movies like "Ghostbusters: Afterlife," opening Nov. "There’s going to be some really strong films in November and December that cater to an older audience as well.”
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“It showed with movies like the Bond, ‘No Time to Die,’ we saw it with the movie ‘Dune’ in particular as well … ," Rodriguez said. One group those movies especially brought back was older moviegoers, who have been hesitant to return to theaters during COVID. Other major releases, including the Marvel hits "Venom: Let There Be Carnage" and "The Eternals," the James Bond movie "No Time to Die" and "Dune," continued that momentum. “If you think about it, our journey back started with ‘Shang-Chi,’ ” he said, referring to the Marvel/Disney movie "Shang-Chi and the Legend of the Ten Rings," which opened only in theaters Sept. Not coincidentally, Rodriguez said, the return of big attractions showing only in theaters started turning that around. The COVID-19 pandemic - and the decision by movie studios to pull back most of their bigger releases, or release them simultaneously online - made getting audiences back into theaters a challenge for 2020 and the first half of 2021. RELATED: 10 new movies over the holidays you can’t miss, from 'West Side Story' to new 'Spider-Man' RELATED: Here's what's playing in Milwaukee movie theaters this week … We’re seeing it in families, and young people.” “ … We’re just glad to see that people are getting back out. “We’re starting to see a buildup,” said Rodriguez, president and CEO of Marcus Theatres, Wisconsin's largest theater chain and the fourth-largest in North America. That customer confidence, combined with upcoming new movie releases, creates a great entertainment option at a time when we could all use an escape.People are coming back to theaters, Rolando Rodriguez believes, one big movie at a time - just in time for the holidays, the big season for big movies. In fact, we surveyed the very first guests back, and more than 96 percent indicated it was a comfortable and safe experience. "We implemented our updated safety protocols at a few locations in late June and have been extremely pleased with the response from theatre-goers. "The safety and well-being of our guests and associates will always be our top priorities," said Rolando Rodriguez, chairman, president and CEO of Marcus Theatres, in a release. Masks are required except when eating and drinking, tickets and concessions will be emphasized with low-contact transactions on the Marcus app, hand sanitizer will be made readily available throughout theater locations and Marcus workers will be required to pass health checks, wear gloves and masks, and perform regular intensive cleanings – particularly of high-contact areas. Social distancing will be implemented in lines and the lobby, as well as in theaters with limited capacity and seats left unoccupied between guests. Those locations reopened with the "Movie S.T.A.R." health and safety program – which stands for social distancing, thorough cleaning, app/website ordering of concessions and tickets to cut back on contact interactions, and respecting your fellow patrons – in order to fight the spread of COVID-19. Marcus Theatres previously opened four movie theaters in June – t he Marcus Ridge Cinema in New Berlin, the Marcus Renaissance Cinema in Sturtevant, the BistroPlex in Greendale and the Marcus Valley Grand Cinema in Appleton – but after two months of no new film releases, only the Ridge and the Valley Grand remained open. 3 – the expected release date of Christopher Nolan's highly anticipated new action thriller "Tenet." At least seven more locations will open the following weekend, with Marcus aiming to open more than two-thirds of its total theaters by Sept. 21 – including 10 locations in Wisconsin. New movies are coming out in theaters this weekend for the first time in months, which means more theaters are reopening up across the country – including several Marcus Theatres locations in Milwaukee and throughout Wisconsin.ģ5 Marcus locations will reopen beginning Friday, Aug.