WATERFORD (WWJ) – There will soon be more big, comfy theater seating in metro Detroit.
Now spoiled by those larger, fancier electric leather recliners offered at cinemas across the tri-county area — movie-goers have begun to expect, or at least to prefer them.
With that in mind, MJR Digital Cinemas is making some upgrades.
The Bloomfield Hills-based company has announced a massive investment of $18 million to covert four MJR locations in four metro Detroit communities.
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, according to the company.
Mike Mihalich, the CEO and Founder of MJR Digital Cinemas, says the theaters will remain open during the conversion with three to four auditoriums worked on at a time.
“The jury is in” said Mihalich, in a media release. “The movie going public has unequivocally embraced the latest renovation in movie going. For years theater 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 theaters that have these recliners. In addition the vast majority of the public has also embraced reserved seating. In the theaters that have reserved seating, the patron doesn’t have to rush into the auditorium to get the seating they desire.”
MJR currently has nine locations with a tenth Warren location on the way, at 12 Mile Rd. and Dequindre the Universal Shopping Center, which will open in February 2017 with all electric recliners and reserved seating.
Two MJR locations have already been converted to all electric recliner seating with reserve seating in Chesterfield and Clinton Township at the Partridge Creek Mall.
Mihalich said, thus far, business at these two locations has since exceeded expectations.
These upcoming four renovation projects will leave only three MJR locations without the electric recliner seating to be converted in 2018, according to the company.