Movie theaters bounce back to enjoy the next great era of cinema
The pandemic was the final act for some movie theaters but others found a way to bounce back.
And it’s these innovative theater owners, who not only survived the shut down and surge in streaming subscriptions implemented new ways to engage audiences and are now enjoying what the industry calls the next great era of cinema.
“I think movie theaters will always be around,” said Joel Kincaid, vice-president of operations for MJR Theatres, during last week’s grand opening of MJR’s new state-of-the-art IMAX auditorium at MJR Troy Cinema.
“As long as they continue to adapt and evolve,” Kincaid added, while greeting a wave of guests excited to see “The Fantastic Four: First Steps” on what is a really big screen.
Not to mention a really big investment for MJR.

“It’s in the millions,” Kincaid said, of the second IMAX screen to be installed at one of MJR’s 10 Michigan theaters.
Patrons of MJR Southgate were the first to experience MJR’s IMAX screen two years ago.
“We’re thrilled to bring this next level IMAX experience to our guests at MJR Troy,” said the VP prior to the opening. “Combining the cutting-edge visuals and sound of IMAX’S 4K laser technology with our signature zero-gravity recliners, VIP privacy pods and LUX Loungers this will undoubtedly be the golden standard for moviegoing in Metro Detroit.”
Among those who would agree is Paul Gantz.
“We have seen investments in the future of moviegoing payoff in a big way,” said Gantz, co-founder of Emagine Entertainment, who was featured in a special report by Cinema United, a trade organization founded in 1948, representing more than 31,000 movie screens in all 50 states, and more than 30,000 screens in 80 countries worldwide. “The enthusiasm that our customers show is undeniable.”
Big changes
Watching movies from the comforts of home is nice but it’s nothing like the experience of IMAX as many fans will tell you.
The rumble in your seat.
The sounds.
The amazing details in the big picture.
“You feel connected to the movie,” said Jordan Kitson of Eastpointe, who attended MJR’s IMAX event featuring free food, drinks, popcorn, candy and a short film highlighting why IMAX is as incredible as everyone says it is.
Among the Hollywood directors promoting the fantastic screens is writer-director Christopher Nolan, who has been shooting with IMAX cameras since “The Dark Knight,” according to an article by the Associated Press.
- Troy Mayor Ethan Baker, center left, helps Joel Kincaid, vice-president of operations for MJR Theaters cut the red ribbon during the grand opening of MJR Troy Cinema’s IMAX auditorium. JUSTIN JOSEPH – FOR THE MACOMB DAILY
“The sharpness and the clarity and the depth of the image is unparalleled,” Nolan said. “The headline, for me, is that by shooting on IMAX 70mm film you’re really letting the screen disappear. You’re getting a feeling of 3D without the glasses. You’ve got a huge screen and you’re filling the peripheral vision of the audience.”
A recent example is Nolan’s “Oppenheimer.”
The film about J. Robert Oppenheimer, the theoretical physicist who oversaw the development of the first atomic bomb during World War II, Nolan and his effects teams were faced with the immense task of recreating the blast with all of its blinding brilliance.
“We knew that this had to be the showstopper,” Nolan said, adding that high resolution cameras are enabling directors to do all of the amazing things with pictures that they’ve only been able to do with sound in terms of an oversize impact for the audience.
Paul Feig concurred.
However, the Clinton Township native and Hollywood director of such blockbuster films as “Bridesmaids,” “The Heat,” “Spy,” and “Ghostbusters” said the medium has to match the content.
“There are movies that benefit from the scale and filmic quality of the large format physical 70mm film. But digital technology has gotten so advanced that most audiences will be hard put to tell the difference between 70mm and high-end digital. For 70mm to be effective it needs to be shown in a large format venue like IMAX, of which there are fewer theaters,” Feig told The Macomb Daily. “When I made ‘Ghostbusters,’ we released an IMAX version that had been shot on digital cameras and the scope and quality were comparable to 70mm without us having to incur the higher costs of that format. So, to me, 70mm is more of a personal creative choice for a filmmaker but not necessarily something that most audiences will be aware of unless it’s advertised to them.”
When they do know their movie is on IMAX that’s where they want to see it.
“We see patrons exchanging their tickets all the time in order to see a movie on IMAX,” said Gantz, who built one of the state’s largest movie screens just before the pandemic at their Canton location as part of Emagine’s Super EMX branding.
Construction of the screen required a 15,000 square foot addition to the complex, and was completed in a breakneck pace of only 104 days.
Since then, two other screens, measuring roughly the size of a regulation NBA basketball court have been added in Novi and Batavia and according to Gantz are always the first to sell out.
“We served 5.7 million guests last year and we’re ahead of the pace in 2025,” he said, of their attendance in all theaters.
AMC, which has 9,789 screens at 871 locations in 11 countries, announced XL at AMC last year, which was an initiative that boosts existing extra large screens with stunning 4K laser projection. According to Cinema United the concept was piloted in Europe at the company’s ODEON Cinemas locations and after encouraging customer feedback decided to expand to 50-100 screens in the U.S.
Theater goers
Technology plays a big role in movies.
But it’s not everything.
Brian Kitson of Eastpointe is a reader and when Warner Bros. Pictures started releasing the film adaptations of J.K. Rowling’s world of wizards in movie theaters across the country he was there.
“I’ll never forget those midnight releases,” he said, recalling the thrill of waiting in line late at night in order to be the first among his friends to see the latest installment in the “Harry Potter” franchise.
“I read all of the books so getting to see them come to life on the big screen was magical,” said Kitson, who attended MJR’s big screen debut.
Joining him was Nicholas Miller of Hamlin Park, whose fondest memory was going to the movies with his grandfather, who died not long after they enjoyed a night out together.
“We love going to the movies,” said Micah Moss of Detroit, who attended MJR’s big screen debut along with her husband Caleb Moss. “The popcorn. The VIP seats. “We probably go once a week.”
VIP seats are cozy vignettes that theaters are providing for audiences who want a little more comfort and privacy, for a little more money, that feature leather recliners and a side table like you might have at home.
“It’s a lot different from watching a movie at home,” said Caleb, who was particularly excited to see “Black Panther” among other Marvel movies on the big screen.
Micah said she’s always been a fan of movie theaters.
“I will never forget seeing ‘Aladdin,’ for the first time,” said Micah, recalling one of her earliest memories of going to the movies with her family. “I went with my parents. It was such a good experience.”
Caleb said he had a similar experience with “Indiana Jones.”
Troy Mayor Ethan Baker said it is all about the experience that theaters are providing now.
“Just think about it. Back in the 80’s and 90’s we were all sitting on uncomfortable seats (very close together) because it was our only option,” said Baker, who was very pleased to see MJR investing in their business and replacing the old seats with new recliners. “Now the theaters are competing with streaming movies at home so they have to be able to provide that family room atmosphere here.”
Even still, Baker said theaters have always provided audiences with a fun escape.
As a young man working his way through law school, Baker said the theater was a break from his usual studies. It also gave him a fun place to take his girl, Bethany, now his wife and the mother of their three children.
“The movie theater brings families together and it’s a good way for them to bond,” added Baker, remembering how excited his daughter was after seeing Disney’s “Up.” “For years after she would always say, ‘Remember when we went to see ‘Up’ dad?’”
“Movies mean a lot to people,” Baker said.
They also mean a lot to actors, many of whom have gone out of their way to promote movie theaters.
“If it weren’t for folks like Tom Cruise and Christopher Nolan I think it’s entirely conceivable that the studios could have cut their ties with us and left us in the dust pile,” Gantz said, referring to the golden era of streaming television mined during the pandemic. “They believe in the value of the communal experience and services that come with seeing a movie on the big screen.”
“It’s just a different experience,” Gantz said, adding that he believes that there’s room for everyone to be successful but that movie theaters have to get better in order to compete.”
Industry report
“Every single day, exhibitors (theaters) around the world strive to find creative ways to elevate the moviegoing experience,” said the report by Cinema United highlighting what movie theaters are doing to achieve that goal.
These goals include:
• Reinvesting in their communities,• Technological innovation• And more than a movie: this includes everything from new food offerings, special screenings for autism and dementia viewers to heated seats and special merchandising such as collectible popcorn tins.
Emagine has two major partners who provide the collectible tins, which right now are as hot as Johnny Storm, on a regular basis including Goldenlink and Snap Company. The recent release of “The Fantastic Four” featured a Galactus Tub popcorn vessel that had a price tag of $70. Gantz said they only ordered 108 tubs for the entire chain thinking because of the price they wouldn’t move.
“We sold 105 on the first day,” Gantz said. “This is an emerging avenue for our industry and we will continue to look to provide items and merchandise that our guests clearly want.
Many theaters across the country are also partnering with groups and organizations in their community.
One example in the report was The State Theatre in Iowa.
Since 1897, movie goers have shared a communal experience at the State Theatre, and it remains an irreplaceable part of the community.
The team that runs the day-to-day operations, Fridley Theatres has 97 screens and 17 locations throughout the state, and while it has a storied past it doesn’t rely solely on its history as the main draw.
The theatre regularly partners with the chamber of commerce for events like last fall’s Halloween movie and theatre ghost tour. Every April, the State Theatre participates in Washington’s annual Farm to Film Fest, hosting opening ceremonies for the festival and screenings of local films.
“In an age of megaplexes, the State Theatre is an anomaly in the movie industry,” said Adam Nihart, director of Theatre Operations for Fridley Theatres. “It isn’t lost on us that the perfect combination of historical significance, community support, and caring management makes it a success.”
According to Cinema United, watching a movie on the big screen is here to stay.
“Theatres are the cornerstones of small towns, rural communities, and major cities all around the world,” Cinema United said in their March report. “Going to the movies is ingrained in our social fabric, and movie fans of all ages continue to flock to theatres of all sizes to see movies on the big screen.”
As a filmmaker Feig said he makes movies for large groups of people to see and enjoy.
“We engineer our films to have maximum impact for a live audience to interact with and react to,” Feig said. “While the advent of streamers making movies has thankfully allowed us to get some of our films made, nothing can ever replace the effectiveness of having our movies play to full theaters of people versus individuals watching in their homes. Simply put, I believe movies just mean more to people when they first experience them on the big screen.”