Movie Tavern, the 22-location dine-in theater chain purchased in 2013 by New Orleans theater magnate George Solomon's Southern Theaters, once more has a new owner. The Milwaukee-based Marcus Theatres has announced its purchase of the chain in a deal valued at approximately $139 million.
The sale, which according to a press release was made for $30 million cash and approximately 2.45 million shares of Marcus stock, was closed on Friday (Feb. 1). It reportedly makes Marcus the fourth-largest theater circuit in the country.
With the change in ownership, all Movie Tavern theaters -- including those in Covington and Baton Rouge -- will be rebranded "Movie Tavern by Marcus." They will still, however, be built around "chef-driven" food and beverage offerings, delivered to moviegoers' seats by the theaters' wait staff.
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Beginning Tuesday (Feb. 5), Marcus Theatres will also expand its popular weekly "$5 Tuesday" program all 22 Movie Tavern by Marcus locations, a company spokeswoman said. As that name suggests, the program offers $5 tickets to all movies, in addition to a free serving of popcorn.
Plans are also being put in place for additional amenities -- such as large-format screens and recliner seating -- at select locations, although specific plans have yet to be announced.
The Movie Tavern chain was founded in 2001 in Dallas. Since then, it has grown to include 208 screens at 22 locations in nine states.
The New Orleans-based Southern Theaters continues to operate the 13-location Grand Theatre chain as well as the six-location AmStar Cinema chain, which together include locations in seven states.
Mike Scott covers TV and movies for NOLA.com | The Times-Picayune. He can be reached at mscott@nola.com.
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