Celebration South renovation to include upgraded sound, 4K laser projection

GAINES TOWNSHIP, Mich. -- A new movie-going experience will be unveiled soon at Celebration Cinema South in Gaines Charter Township. It's called "C Premium."

It will be installed in an auditorium that is part of a $4 million renovation of the 19-year-old multiplex theater that began in early January. It is Celebration's first major theater project since work was completed on its Studio Park complex in downtown Grand Rapids in 2019. Celebration Cinema's director of Public Relations and Community Affairs, Emily Loeks, said the C Premium theater will include Dolby Atmos sound.

"Which is completely immersive. I think there are 30 or 40 speakers in and throughout the ceiling, and surrounding the auditorium. There's also a 4K laser projector, which is incredibly bright, crisp and clear. And then, we have the heated recliners," she said.

At the start of the new year, Celebration Cinema announced that the luxury recliners would be installed in all ten of the theaters inside the multiplex.

""These are (Irwin Seating Co.) luxury recliners. We've tested a lot of seats, and these are our favorites." 

The Dolby Atmos and 4K laser projection will be exclusive to the C Premium auditorium.

"For film lovers, this is going to be a fantastic way to just be swept away and completely immersed in a movie. It's going to be a really spectacular experience," Loeks said.

The renovation is being done in phases, so that allows Celebration Cinema South to remain open during the building. Studio C - which owns and operates the Celebration Cinemas movie theater chain - hopes that the work will be done by the end of April.

"The things that folks are most excited about are the heated recliners. Also, the installation of a full kitchen, which enables us to serve an expanded food & beverage menu. And then, an overall refresh to the whole building - with paint and wallpaper. All of the things that are just going to make it feel like a brand new space," Loeks said.

From the full kitchen, movie-goers will be able to buy food items such as sliders, pizza, wraps, nachos and quesadillas, as well as staples like soda (pop), popcorn and candy. You also can get a beer on draft.

That wasn't the case about four years ago. Gov. Gretchen Whitmer signed an executive order on March 16, 2020, closing indoor dining and entertainment venues. Celebration South was one of the last two multiplexes in the Celebration movie-theater chain to reopen. It was closed for 14 months. Recognizing the importance of giving the movie complex a boost, Gaines Township trustees adopted an amendment to the township’s liquor-control ordinance in May 2021, allowing theaters with ten or more screens to serve alcohol to movie-goers. That allowed adult customers to buy beer or wine.

"We have a liquor license for Celebration Cinema South. So, folks have been able to enjoy a cocktail or a beer the past few years. But we're expanding on that with the full kitchen and the full menu of options," Loeks said.

For nearly two decades, Celebration South has been a movie-lovers' hub for Gaines Township and surrounding communities like Caledonia Township, Byron Township, Kentwood and Wyoming.

"It has a great community of people who have gathered there for 19 years, so we're excited to invest in it," Loeks said.

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