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Marcus Theatres North Shore Cinema Renovations Under Way

March 25, 2009

Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), today announced that renovations are more than 80% complete at its North Shore Cinema in Mequon, Wis., a northern Milwaukee suburb. The theatre is undergoing extensive renovations to transform it into an entertainment destination featuring a 70-foot-wide UltraScreen®, expanded concession area, a free-standing Zaffiro’s Italian restaurant, a cocktail lounge and remodeled auditoriums.


“One of the first things our guests will notice will be the new striking porte cochere entry and drop-off area that will shelter them from inclement weather,” said Bruce J. Olson, president of Marcus Theatres. “Once inside, guests will be greeted with a brand-new open lobby area where they can move about freely without buying a ticket. Also different is a comfortable seating area surrounding a baby grand piano, where guests can enjoy their favorite snacks from the renovated concession stand or pizza from the restaurant.”


“The exquisitely remodeled North Shore Cinema will be far more than just a movie theatre for residents in the North Shore area,” said Olson. The renovations will include a re-designed UltraScreen concept featuring an upper-level VIP reserved seating section for adults 21 and over, along with a mezzanine level featuring a cocktail lounge. “Not only will guests be able to see their favorite films on a dramatic screen with clear sharp images, but they will also be able to enjoy cocktails and beverages in the Take Five Lounge and small outside balcony area before or after the show.”


Olson said the North Shore theatre will also include Marcus Theatres’ first free-standing Zaffiro’s Pizzeria Ristorante. “We are excited to introduce another Zaffiro’s restaurant concept into our company. Zaffiro’s freshly prepared and baked thin-crust pizzas have been a huge hit with guests at our Majestic Cinema in Brookfield, Wis. and a Milwaukee East Side tradition since 1954. Now residents in the Northern suburbs can enjoy the handmade-to-order pizzas, along with other popular menu items. Zaffiro’s Pizzeria Ristorante will be the perfect casual dining experience for area residents. Most important, guests don’t even need to buy a movie ticket to enjoy all of the fantastic menu items the restaurant will offer.”


Renovations also include expanded food and beverage concepts at the concession stand, with a “Hot Zone” concept, similar to the company’s Majestic Cinema. “Guests will be able to order tasty menu items such as sandwiches, burgers, wraps and hot appetizers, and then enjoy them in a café seating area or while watching a movie,” added Olson.


The theatre’s 11 auditoriums are being updated with wide, comfortable memory-foam cushion seats with reclining backs. The upgraded seats will allow guests to adjust the seat back to their personal preference and have better support. Nine out of 11 auditoriums will also offer limited reserved seating that can be ordered online or at the box office, a new concept for the North Shore Cinema.


“From new seats and the largest screens in southeastern Wisconsin to the availability of great pizza and cocktails, we are excited to combine all of these elements into one entertainment destination,” added Olson.


Olson said the renovations are scheduled to be completed in May, in time for the 2009 summer movie season.


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