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Major Renovations to Marcus Sheboygan Cinema Set to Revolutionize Moviegoing in East Central Wisconsin

DreamLoungers in All Auditoriums, Zaffiro’s Express in New Lobby

MILWAUKEE--(BUSINESS WIRE)--Feb. 18, 2014-- Going to the movies is about to become a whole new experience for film lovers in east central Wisconsin. Marcus Theatres®, a division of The Marcus Corporation (NYSE:MCS), announced today the complete renovation of its Marcus Sheboygan Cinema in Sheboygan, Wis. The extensive undertaking includes a refreshed and updated exterior as well as a remodeled lobby with new concession stand, box office and interior finishes. A Zaffiro’s Express, which offers guests exciting new food and beverage options to enjoy during the show, will be located in the new lobby.

The most significant change at the theatre will be the replacement of the seats in every auditorium with DreamLoungers℠, Marcus Theatres’ signature seating concept. The Marcus Sheboygan Cinema will be the first all-DreamLounger location in the state of Wisconsin.

DreamLounger electric leather recliners offer the ultimate in comfort, allowing the moviegoer to go from upright to a full recline position at the touch of a button. To accommodate the plush, oversized recliners, auditoriums will be remodeled to allow for more space between rows and to double the legroom from 42 inches to a spacious 84 inches.

“These incredible DreamLoungers will fundamentally change the movie-going experience for our customers,” said Rolando B. Rodriguez, Marcus Theatres president and CEO. “Each guest will be able to adjust their seat for individually optimized viewing comfort.”

The new Zaffiro’s Express will offer a full menu of sandwiches, salads, appetizers, desserts and, of course, Zaffiro’s THINCREDIBLE® handmade-to-order pizza. The pizza is made from the original Zaffiro family recipe developed almost 60 years ago, using only the freshest and most premium ingredients. Beer and wine coolers will also be available from Zaffiro’s Express and can be taken into any of the auditoriums.

“The Marcus Sheboygan Cinema will be the jewel of east central Wisconsin; there is simply nothing comparable in this market,” continued Rodriguez. “The DreamLoungers in every auditorium, along with the extensive exterior and interior renovations, will create a premium entertainment environment for our customers, and Zaffiro’s Express will offer delicious refreshment options to further enhance their experience. And all of this is provided with no change in our current admission prices.”

Construction is scheduled to begin the week of February 17 and will be completed by the end of spring.

The Marcus Sheboygan Cinema is located at 3226 Kohler Memorial Drive in Sheboygan, Wisconsin.

About Marcus Theatres

Marcus Theatres®, a division of The Marcus Corporation(NYSE:MCS), is the fifth largest theatre circuit in the United States and currently owns or operates 685 screens at 55 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio. For more information, please visit and follow the company on Facebook and Twitter (@Marcus_Theatres).

About The Marcus Corporation

Headquartered in Milwaukee, Wisconsin, The Marcus Corporation is a leader in the lodging and entertainment industries, with significant company-owned real estate assets. In addition to its Marcus Theatres division, the company’s lodging division, Marcus® Hotels & Resorts, owns and/or manages 18 hotels, resorts and other properties in 11 states. For more information, visit the company’s web site at

Source: Marcus Theatres Corporation

Marcus Theatres Corporation
Bob Menefee, (414) 905-1159

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