WATCHING IN STYLE

Moviegoers encouraged to relax, have a drink, enjoy the film

Northwest Arkansas moviegoers may have noticed several theaters recently finished renovation while Bentonville got a new place to catch a flick.

Malco Theatres renovated the Razorback Cinema Grill and IMAX in Fayetteville, Rogers Towne Cinema Grill and Springdale Cinema Grill. Updates at all included reclining seats, additional meal offerings and a full bar. The IMAX is the first in Northwest Arkansas and opened Dec. 15.

Morgan Smith of Rogers said she really enjoys the reclining seats in her favorite theater, the Rogers Towne Cinema.

“It’s comfortable, and it’s also not as crowded with the larger seats,” Smith said. “It’s less of a hassle getting in or out.”

Karen Melton, Malco vice president and director of marketing, said more changes are on the way with reserved seating and bar options rolling out soon.

IBISWorld, industry market research firm, reports competition from online streaming services caused lower movie attendance over the past five years and pushed theater owners to enhance amenities and services. The research firm forecasts theaters will see gradual economic growth.

Malco has received positive feedback about the changes, Melton said.

“We like to stay on the cutting-edge of the movie-going experience,” she said.

The addition of the Skylight Cinema in Bentonville may be the biggest change to the movie scene. All six theaters at the cinema have digital projection and sound, reserved seating and rocker or recliner seats.

Moviegoers can get popcorn and soft drinks at Skylight, but they also can have food and beverages in the lounge or order from their seats.

Other Northwest Arkansas movie theaters are owned by AMC: Fiesta Square 16 in Fayetteville and Sugar Creek 10 in Bella Vista. Sugar Creek 10 was owned by Carmike Cinemas, but was bought by AMC last year.

Fiesta Square underwent renovation and has recliners and MacGuffins Bar. Sugar Creek offers $5 Tuesdays and Coca-Cola Freestyle where customers select from more than 100 drink choices.

Representatives for AMC and Skylight did not return several messages left over two weeks.

Smith believes some of the changes are positive, but she doesn’t see the need to sell alcohol at theaters.

Sonia Brooks, of Springdale, said she goes to the movies about once a month and probably more in the summer.

Brooks’ favorite theater is the Malco in Springdale. She said the individual recliners makes the experience more comfortable.

Josh Langham of Centerton said the changes are improvements in the movie going experience.

“I think the changes are great,” he said. “I think it’s a great direction for our area theaters.”

NWA Democrat-Gazette/FLIP PUTTHOFF Dominique Johnson grills cheeseburgers and chicken at Malco Razorback Cinema in Fayetteville. A grill is a new addition to the kitchen at the theater.