This week the Texas-based regional movie theatre chain Schulman Theatres held a grand opening for its newest location in Longview, Texas. Film Alley Longview had operated as a Regal Cinemas location until last year when the theatre was closed as part of a restructuring following the bankruptcy of Regal’s parent company Cineworld.
In an interview published in Longview’s local newspaper, Schulman’s Events and Marketing Director Nona McKenna explained that her company’s strategy is to acquire theatres in “up and coming areas” outside of major metropolitan centers and renovate them to offer multi-service family entertainment centers (FEC).
Even though the November 26th re-opening was intended to be a low-key affair, the theatre was mobbed by excited moviegoers. According to McKenna, “Word got out fast here in Longview.”
The theatre under Regal was a traditional multiplex, with 14 screens. Film Alley Longview has reconfigured it to have only 8 screens, but has repurposed the remaining space to offer duck pin bowling, darts, cornhole, an extensive gaming arcade, and a restaurant and bar with 24 beers on tap.
All eight auditoriums have been refitted with new reclining seats and offer in-theatre dining. The theatre’s technology has also been upgraded to use 4D projectors and DTS surround sound, providing local audiences with a state-of-the-art theatrical experience.