Mike Mihalich, the CEO and Founder of MJR Digital Cinemas, based in Bloomfield Hills, Michigan has today announced an $18.0 million in upgrades and improvements to several locations in 2017.
In January of 2017, MJR will start the conversion of their Southgate and Waterford locations to all VIP electric recliners and reserved seating. Those conversions will be completed by early summer. In the spring of 2017, MJR will start the conversion to the all-electric recliners and reserved seating at their Westland and Sterling Heights locations. These conversions will be completed by early November.
The theatres will remain open during the conversion as 3 to 4 auditoriums will be done at a time.
“The Jury is in” said Mihalich, “ the movie going public has unequivocally embraced the latest renovation in movie going. For years theatre owners have tried to discourage people from putting their feet up on the seats in front of them. With the introduction of the electric recliner seating, this is no longer an issue in the theatres that have these recliners. In addition the vast majority of the public has also embraced reserved seating. In the theatres that have reserved seating, the patron doesn’t have to rush into the auditorium to get the seating they desire.”
MJR currently has 9 locations with a 10th on the way with the recent announcement of the Warren location at the Universal Shopping Center, which will open in February 2017.
Currently MJR has 2 locations that have been converted to all electric recliner seating with reserve seating in Chesterfield and Clinton Township at the Partridge Creek Mall. Thus far the business at these two locations has far exceeded our expectations.
The new Warren location, located at 12 Mile Rd. and Dequindre in the Universal Shopping Center will undergo a complete renovation which will include all electric recliners and reserved seating.
This will leave 3 MJR locations without the electric recliner seating to be converted in 2018