GAINES TOWNSHIP, Mich. -- A festive crowd of invited guests attended a grand re-opening party on Monday evening in the lobby of Celebration Cinema South in Gaines Charter Township, marking the completion of a $4 million renovation project.
They enjoyed cocktails and appetizers to mark the occasion. Some brief remarks were made by Studio C President & CEO J.D. Loeks.
Studio C is the parent company to Celebration Cinema.
"Bultsma Construction did a phenomenal job getting this project done on time and on budget," he told the crowd.
Loeks thanked the staff at Celebration South for their hard work during the nearly four-month refurbishment of the facility.
"They pulled this off without closing for a single day throughout a massive renovation of the entire building," he said, to a round of applause.
Later, a special Preview Experience was held inside Celebration Cinema South's new C Premium auditorium. That included the screening of a nearly 90-minute package of movie trailers for the upcoming summer film season.
The 10-screen multiplex theater first opened in 2005 at 1506 Eastport Dr., near M-6 and Kalamazoo Avenue. It was considered state-of-the-art at the time. But with luxurious recliner seats and high-tech digital surround sound now the industry norm for premium theaters, Studio C executives knew it was time for a major upgrade.
"That's true," Emily Loeks said. She is Director of Community Affairs for Studio C. "Once people get adjusted to the heated recliners, there's almost no going back. And the community around Celebration Cinema South has definitely been telling us that this is what they like. And we're glad to be able to provide it."
The C Premium auditorium opened to the public on Feb. 29 with a showing of the new "Dune: II' film.
Although all 10 of the theaters inside Celebration South have the reclining seats, the C Premium auditorium is the only one with Dolby Atmos surround sound, as well as 4K digital laser projection.
Celebration Cinema technology expert Jessica Forker described to those who attended the "Preview Experience" event some of the state-of-the-art visual aspects in technical terms.
"We fitted the (laser projector) with a high-contrast lens, so it can do a contrast ratio of 6,000-to-1. It can produce 30,000 lumens of brightness. And it's paired with a brand new high-beam silver screen. So, the images that you'll see are crisper; they're brighter," she said.
As for the Dolby Atmos audio, Forker said there are 38 speakers in the ceiling and along the walls.
"There are six, dual 18-inch subwoofer cabinets behind the screen. There's a bunch of speakers behind the screen. There's two more 18-inch woofers in the back," Forker said. "So, we want you to feel this experience, and I think you will."
She noted that a traditional theater may have 5.1 or 7.1 (surround sound rating), but the audio is 29.3 in the C Premium auditorium.
J.D. Loeks mentioned to the crowd in the lobby some of the renovation project's highlights.
"We tried to modernize our theaters to all of the things our guests most want to see, starting with heated recliner chairs in all of our auditoriums, provided by Grand Rapids-based Irwin Seating," he said. "It's pretty cool. We've got the best chairs in the industry manufactured just a few miles down the road."
He noted that a full kitchen and bar have been added at Celebration Cinema South.
"So, it's probably going to be one of the best spots in all of western Michigan to watch the biggest releases that are going to be coming out. And, of course, we modernized our food and beverage operation," J.D. Loeks said.
Emily Loeks said that movie-goers can now have their food and drinks delivered directly to their theater seats, if they choose.
Studio C Chairman John Loeks said he created the Celebration Cinema chain in 1997, after buying the family business. And he drew the original designs for Celebration South.
"This (renovation) was needed. The team came together and did a wonderful job designing it," he said. "They chose new colors and new patterns. And, of course, new seats and all-new technology, so far as presentation and sound are concerned. So, it's now as good as you're going to get in a movie theater in Michigan today."
The movie-theater industry is still trying to fully overcome the negative impact that the COVID-19 pandemic had on it a few years ago. Like restaurants, bars and nightclubs, theaters were shut down in 2020. And when they were allowed to reopen after several months in 2021, movie theaters were not allowed to sell concessions for a while, because of the pandemic restrictions.
"We are still coming out of some of the ripple effects of the pandemic, and the writers' and actors' strikes," Emily Loeks said. "But as we look towards the end of the year and 2025, we are looking at some of the best movie slates that we've seen. So, we feel that there's a lot of reason for optimism moving forward. And our mission as a company is to bring people together around these movies, and these stories. So, we're happy to reinvest in that here. It's just been a really great community gathering spot for more than 19 years."
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Emily Loeks, Studio C's director of Community Affairs, speaks to the audience at The Preview Experience inside the C Premium auditorium before a package of movie trailers was shown.Photo: All photos by Steve Katerberg
Studio C President & CEO J.D. Loeks being interviewed during Monday evening's grand reopening party at Celebration Cinema South.Photo: All photos by Steve Katerberg
A party was held in the lobby of Celebration South for invited guests.Photo: All photos by Steve Katerberg
A full bar and kitchen are opening at Celebration Cinema South.Photo: All photos by Steve Katerberg