For decades, moviegoers could count on Mike Muller to bring the latest cinematic trends to the Twin Cities — Dolby sound, cup holders in seats, stadium seating, monster-sized screens.
Now Muller, at age 76, has decided to roll the credits on Muller Family Theatres, the company whose roster includes the region's biggest theater complex, a 21-screen giant in Lakeville.
Nearly 40 years after he purchased his first theater in 1978, a single screen in Monticello, Muller and his brother Bob sold their eight theaters, with 104 screens, to a Detroit firm for an undisclosed amount.
"La-Z-Boy-style chairs and premium bars are the trend now," Muller said. "That's too large of an investment for someone at 76. But if I were 30 years younger, I'd love the challenge."
Jon Goldstein, who is 30 years younger and a principal at Highline Investments LLC, the new owner, says the firm will drop the Muller name, though not for a few months.
"I bought Muller's Family Theatres because I saw people with the same values and a solid foundation," Goldstein said. "Mike and Bob built a great platform. We can add a lot."
Goldstein, who owns nine theaters in Michigan, Pennsylvania, New York and Indiana, isn't 100 percent sure what changes will occur at each Twin Cities location. The firm may add alcohol sales and larger, more comfortable seats. He said staffing may grow.
"This business has seen serious paradigm shifts from sloped floors to stadium seating, analog to digital, and medium- to large-format screens to create a supersized experience," Goldstein said. "Mike's already done that. He didn't want to take on the next challenge, so he handed the baton to me and I hope to run with it."
Remodeling a theater to furnish it with lounge-type seating can easily run several million dollars. The seats alone are $500 each, plus new concrete to replace stadium seating and electrical wiring for the seat electronics.
Originally, the luxury loungers were a way for a tired theater to bring back customers, but they've been so successful at driving traffic that owners of strong-performing theaters are jumping on the trend to keep audiences coming back.
The high-back seats include an easy recline and leg rest at the touch of an electronic button. Each seat has its own arm rest and cup holder. Even with the leg rest extended, there's still plenty of room to walk between rows. In the Twin Cities, the loungers can be found at Marcus theaters in Oakdale and Rosemount, AMC Theatres in Coon Rapids and Inver Grove Heights, Mann in Plymouth, and Paragon in Burnsville.
Muller never was one to back away from challenges.
"He's the classic story of a David thriving among Goliaths," said Jeff Logan, president of the North Central National Theater Owners Association. "People thought he was crazy building an 18-theater multiplex in Lakeville in 1998 [expanded to 21 in 2005] in the middle of a field, but he's crazy like a fox. He was ahead of Wal-Mart and now they're his neighbor in Lakeville."
Muller doesn't mind that the roomy, luxurious leather loungers equipped with a footrest are overtaking many theaters. "Attendance is up in the theaters that have them," he said. "When everyone is showing the same movie, you've got to have the theater people want to go to."
Muller, who plans to hunt and fish and spend more time with his grandkids in retirement, won't be leaving the theater for long. He's a movie fan at heart.
"I'm looking forward to the fall and the remake of 'The Magnificent Seven,' " he said.
John Ewoldt • 612-673-7633
