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Home > BizTimes Daily > Archives > May 6, 2008
Marcus to replace Eastgate Cinema with new theater in Madison
Published May 6, 2008 - BizTimes Daily
Marcus Theatres today announced that it plans to build a new theatre in the area known as "The Crossing" at U.S. Highway 151 and Nelson Road on the east side of Madison.
The 26-acre site will accommodate the new theatre and any future expansion, as well as a variety of synergistic mixed-uses on the balance of the land. The company also has signed an agreement to sell the nearby Eastgate Cinema property, located at 5202 High Crossing Road, to a Madison-based real estate company. The theatre will be razed and the site redeveloped for other use.
"Marcus Theatres plans to build an entirely new state-of-the-art theatre and entertainment complex on the east side of Madison to replace the Eastgate," said Bruce Olson, president of Marcus Theatres. "Expansion at the current site was possible, but after carefully evaluating all of our options, relocating and building a new theatre that includes other exciting entertainment and dining options made the most sense. We are currently in the process of due diligence and planning. The opening of our new location will coincide with the closing of the Eastgate, which could be sometime in late 2008 or early 2009. Following approvals with city planning, we expect construction could begin in 2008."
The new 2,900-seat theater will feature stadium-seating auditoriums with digital sound and plush, adjustable back memory foam seats. To enhance the moviegoing experience even further, one of the auditoriums will include our signature 72-foot-wide UltraScreen, and another auditorium will feature Digital 3D technology, allowing moviegoers to experience the vibrant quality and lifelike clarity of 3D images, Olson added.
"This new complex will truly be an entertainment destination. Not only will we show the best Hollywood films, but among other features currently under consideration are in-theatre dining, a family entertainment center, a movie-themed sports restaurant and bar and outdoor patio," Olson said.
Olson said Marcus Theatres also plans to eventually develop another theater complex in the Tradewinds Center, just off Highway 151 at Stoughton Road.
Marcus Theatres is a division of Milwaukee-based Marcus Corp.
