After 17 months of renovation, Mall of America's movie theater reopens next week under a new owner who built a food hall and, after considering higher ticket prices, kept them in line with the local market.
Called CMX Market Cinema at Mall of America, the remake is so focused on food that the theater's general manager has a background in restaurants, not theater management.
"An investment in culinary is the key to this theater's success," said Frank Stryjewski, chief operating officer for CMX Cinemas, the Mexico-based theater operator that took over control after the mall closed the theater in December 2016.
"CMX Market Cinema at Mall of America represents a new threshold for us," he said. "It's a lot of new innovations, particularly in food and beverage."
It's the first time CMX has built a theater in the U.S. around a food-market concept, with stations similar in form to the former Macy's Skyroom in downtown Minneapolis. As in most food halls or eateries, guests pick up a tray and head to handcrafted pizza, burgers and shakes, cheese and charcuterie platters, salads or gourmet sandwiches. Traditionalists can still load up on Red Vines, Skittles and popcorn.
"The new amenities will attract a movie customer looking for a heightened experience," said Jill Renslow, head of business development at the mall.
Originally, the remodeled theater was going to have 14 screens and 1,100 seats. With extra space taken for the food and beverage area in the lobby, the theater now has 13 theaters and 872 seats. Before the remodeling, there were 14 screens and more than 2,000 seats.
"We have an extensive kitchen installation that cannibalized one auditorium," Stryjewski said. He declined to disclose the cost of the remodel but said it went beyond the company's original budget. "This is a new experiment, so food and beverage created new costs," he said.
