Marcus Theatres plans to open a multiscreen cinema at Greendale's Southridge Mall, making it the company's first newly built cinema in the Milwaukee area in nearly a decade.
Katie Falvey, Marcus Corp. vice president of real estate, appeared before the Village Board at its Tuesday night meeting to discuss a special use and building permit application for a theater at the mall, 5300 S. 76th St., according to the meeting agenda.
Mari Randa, Marcus Theatres director of communication, declined to provide details about the proposal, which she called "a new food and entertainment concept."
"We are currently in the development stages," Randa said, in a statement, "and as such are not in a position to share a greater level of detail on the project.
"However, we will be more than willing to provide additional information at a later date, once details have been solidified," she said Thursday.
Village officials couldn't be immediately reached for comment.
A theater at Southridge would amount to a new anchor for the mall.
Southridge has undergone a revival in recent years, drawing new stores and restaurants in the wake of the 2012 opening of a Macy's department store. Southridge is operated by Indianapolis-based Simon Property Group Inc.
Mary Mokwa, the mall's general manager, couldn't be immediately reached for comment.
The Southridge cinema would be the first new Marcus theater built in the Milwaukee area in recent years.
Most of the Milwaukee-based theater operator's capital investments in southeastern Wisconsin have involved installing upgrades, such as auditoriums with wide screens, enhanced sound systems, reclining seats and attached restaurants and taverns, such as Zaffiro's Express and Take Five Lounge.
The last newly built Marcus cinema in the Milwaukee area is the 16-screen Majestic Cinema of Brookfield, which opened in 2007 in the Town of Brookfield. That was a $12 million investment, and replaced two nearby Marcus cinemas in Brookfield and Waukesha.
The closest Marcus location to Southridge is the 10-screen Marcus Southgate Cinema, on Milwaukee's south side at 3330 S. 30th St.
Marcus Theatres owns or manages 668 screens at 53 locations in Wisconsin, Illinois, Iowa, Minnesota, Nebraska, North Dakota and Ohio.http://www.jsonline.com/blogs/business/362803051.html