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Marcus hopes to enhance moviegoers’ experience with new Sun Prairie theater

An artist's rendering of the Sun Prairie Palace Cinema's concession and lobby area.

An artist's rendering of the Sun Prairie Palace Cinema's concession and lobby area.

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As theater chains across the country vie for consumers’ attention amid technological advances in entertainment options, Marcus Theatre’s new Sun Prairie Palace Cinema promises to take moviegoers beyond their traditional experiences.

The Palace, which broke ground May 14 in the Prairie Lakes development, will be the Milwaukee company’s first new theater in Wisconsin since 2007 and will offer a package of amenities not before seen anywhere in the state. “We’re building 12 premium, state-of-the-art, best-in-class theaters,” said Rolando Rodriguez, president and CEO of Marcus Theatres.

Each will include red leather reclining seats, and all seats will be reserved, either online beforehand or by selecting a seat from an electronic map upon arrival. (If you’re not a member of the Marcus loyalty program, advance online reservations will cost extra.)

Four of the 12 theaters will be designated Big Screen Bistro auditoriums, where customers will be able to order and have food and drinks delivered to their seats simply by pressing a button to hail a member of the wait staff. Aisles will be widened to accommodate the activity and lessen distractions.

Two UltraScreen DLX auditoriums will offer upgraded sound systems and extra-large screens.

Entertainment will be available outside the theaters as well. Zaffiro’s Express pizza will be on-site, and a Take Five Lounge will boast a full bar, food menu, and even have a large projector TV for televised sporting events.

And if you’re worried about the cost of such extravagance, tickets will cost only five bucks on Tuesdays.

Moving on

Marcus Theatres owns Eastgate Cinemas just down the road on High Crossing Boulevard. That site was not conducive to the upgrades the company wanted to make, according to Rodriguez, adding that the company has been discussing this plan for about six years.

“Sun Prairie has been very, very embracing. Super supportive. Besides that, they’re building a phenomenal trade area there,” he said, noting the recent additions of Costco, Woodman’s, Target, and others. Eastgate will remain open through the new theater’s construction.


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May 16, 2014 08:21 am
 Posted by  Anonymous

I hope they specify which theaters have food/drink service, so I can avoid them. I can't imagine anything more annoying than waiters walking around and delivering food during a movie... takes a lot away from the experience, if you ask me...

Mar 29, 2015 08:04 pm
 Posted by  Anonymous

I agree people walking around and any noise going on while the movie is being shown would be very annoying to me too. Those theaters are not for me. Give me the biggest screen and the best sound possible. Blow my socks off with that. I am there to see the movie. Can't wait to see movies on the Ultra Screen.

Apr 28, 2015 11:54 am
 Posted by  Anonymous

Watch out for the ripe off of the price of tickets and concessions to justify such an expense.

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