Shopping Center Business

MAY 2015

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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146 • SHOPPING CENTER BUSINESS • MAY 2015 C inépolis was started in Mexico in 1971 and the company launched U.S. operations in 2011 with the opening of its first luxury cinema in Del Mar, California. Now, the company operates 54 screens in Southern California and 23 screens Florida. The company's expansion plans take off this sum- mer with the openings of Cinépolis IMAX in Polk County, Florida, and its first hybrid luxury cinema in Jupiter, Florida. The company is focusing its expan- sion efforts on six major areas of the country: South- ern California, Northern California, Florida, Texas, Chicago and the Northeastern corridor from Boston to Washington, D.C.. The family-friendly theater is looking to open at least five movie theaters per year for the next five years in markets with above-average demographics. "Our main focus is on providing our guests with the ultimate guest experience," says Adrian Mijares, CEO of Los Angeles-based Cinépolis USA. "We want our theaters to be a destination where moviegoers may indulge and escape in a well-rounded cinematic experience." Part of the ultimate experience is providing the best-value movie option for guests. The company accomplishes this goal by embracing innovative IT and designs and offering gourmet and expanded food and beverage offerings that follow the continued trend of high-quality theater dining experiences. The theaters of- fer advanced ticket sales with reserved seating; lounge, restaurant and bar areas; in-theater dining with at-your-seat waiter service; reclining powered leather seats; state-of-the-art digital projection and sound technology; and specialty food, hand-crafted cock- tails, coffee bar and traditional movie snacks. While Cinépolis offers various movie theater concepts in 12 countries of operation, Cinépolis USA is focusing on its Cinépo- lis Luxury Cinema concept and upscale traditional concept in the United States, both of which offer guests enhanced movie- going experiences. "We started the luxury dine-in concept 16 years ago and are always looking to improve it," notes Mijares. "We always want to make visiting our movie theaters a 'grand' event — whether it's date night, girls night out or a family outing." Cinépolis USA's theaters are 100 percent reserved seating and offer a complete experience for guests from grabbing a drink and dinner before a movie in the same building or even the same seat during a film. To stay ahead of the curve, Cinépolis USA maintains a culture of continuous improvement across the company, notes Mijares. The company's new hybrid theater in Jupiter, slated to open this summer, is an example of its commitment to quality and meeting the demands of the ever-evolving moviegoer. Located in The Shoppes at Jupiter, the 14-screen Cinépolis Luxury Cinemas Jupiter will feature six luxury dine-in theaters and eight upscale theaters offering at-your-seat waiter service, reclining seats, gourmet appetizers and entrées, a full bar with wine, beer and specialty cocktail selections, 3D viewing experi- ences and AV compatibility for events and business meetings. Cinépolis USA strives to tap into the local markets to re- ally stand out from the competition. The company works with San Diego-based Stone Brewery to curate craft beer menus for many theaters, offers movie-themed cocktails and a variety of gourmet food. Food selections range from traditional movie fare, including popcorn, soda and candy, to ap- petizers, including edamame, vegetable pot stickers and chicken quesadillas, and full entrees like burgers, roasted short rib, avocado BLT Panini and quinoa salad. The theaters also offer a variety of desserts and specialty drinks, including coffee and movie-inspired cocktails. This spring the bar is serving up The Grifter – Never Drop the Con, inspired by "Focus;" Identity – The Truth is Coming, inspired by "Insurgent;" and Lucky Number 7 – One Last Ride!, inspired by "Fast & Furious 7." With the highest grossing eight-screen theater in North America, Cinépolis USA knows what it takes to be the best and stay ahead of the curve whether it's the newest technology or innovative guest experiences. "The movie theater industry is constantly overcoming challenges and that is what keeps us motivated to keep innovating and evolving," says Mijares. n Cinépolis USA

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