By K.D. Norris
At a special announcement at Woodland Mall this week, new mall movie-theater tenant Phoenix Theaters’ management team made clear that “big company” high-tech visuals, solid sound and premium seats will be the standard when the mall’s theater building reopens as early as this fall.
But Phoenix Theatres CEO Cory Jacobson also made clear to the small crowd at the mall Tuesday, July 27, that, in his “small” movie-theater company, families come first at Phoenix and in its theaters, and COO John Scanlan, talking to WKTV, made clear that Phoenix’s nimble “small” company structure is one of the reasons they were able to take advantage of the Woodland Mall opportunity.
The company is a 21-year-old independently owned movie theatre company that plans to invest $4 million to refurbish the 14-screen theatre, according to supplied material, a project which will expand a company which operates several theaters in Southeast Michigan as well as one each in Iowa and Massachusetts.
It is also a company which prides itself on having employees who have worked their way up from taking tickets and popping popcorn, to top-level management.
“All these people have something in common. They have all worked for our company for many, many years,” Jacobson said as he introduced his management team to the crowd at Woodland Mall. “All of the senior staff started out popping popcorn, ripping tickets, selling concession items.”
After Jacobson and others of the management team talked to the Woodland Mall crowd about his company’s “family” outlook, and his theaters’ amenities including plush twin seats that can be opened up for customer “families,” Scanlan also talked to WKTV about how being a now-not-so-small family-owned company allowed it to move quickly when the Woodland Mall opportunity presented itself. (See complete discussion in video below.)
“We are still nimble enough to pivot, and move, and we all work so closely together that we are able to make these decision fairly quickly,” Scanlon said. “We have one owner (Cory Jacobson), we do not have to worry about having a group thought. … Cory can make decisions on the fly and that allows us to make decisions on the fly as well.”
Phoenix Theatres at Woodland Mall is the first major post-pandemic theatre investment in West Michigan, “signaling renewed confidence in the strength of this property and the regional economy,” according to PREIT, the mall’s parent company.
For Phoenix Theatres CEO Jacobson, the Woodland Mall expansion just felt right from the moment he first visited.
“Phoenix Theatres has always been a neighborhood theatre company, and that’s something we’re very proud of,” Jacobson said in supplied material. “After spending several weeks exploring the city, we felt very much at home in the culture of the community. Movie theatres are places where people come together to enjoy themselves. Creating an environment that celebrates community has always been our highest goal.”
After the renovations at the Woodland Mall location, the theater will be a 14-screen theatre within the 47,000-square-foot building, and will feature all-new premium reclining heated seating, 4K digital projection, Dolby Atmos, first-run movies and “family-friendly pricing.”
