New Day Dawns for Reopening Maple Theater
Bloomfield Township's one-and-only landmark theater is about to embark on a new business model that is more focused on customer experience.
After months of extensive renovations, Bloomfield Township's Maple Theater reopens its doors to patrons tonight as part of a special celebration to benefit a local children's charity.
From now through the weekend, the theater's new ownership will donate proceeds to Variety, The Children’s Charity, with the exclusive run of “The Sessions” starring Helen Hunt and John Hawkes.
Patrons will have the familiar feeling of leaving the Maple knowing they've seen a quality film, but their overall experience should be totally different.
The 37-year-old landmark underwent more than $1 million in extensive renovations that will now allow movie theaters with larger screens, a total of 700 seats, and more legroom and wider aisles, said principal owner Jon Goldstein, of Cloud Nine Theater Partners.
Each movie theater will also feature Club seats in the back two rows, with tables and access to wait service for food and drinks.
And that's just the theaters. New amenities include a larger enclosed lobby, a Great Lakes Coffee Roasting Company café with Wi-Fi, a large fireplace, and a bar that features wine and Michigan-made brews.
“We’ve designed the new Maple Theater to offer an upscale movie-going experience for the local neighborhood and cinephiles all across metro Detroit,” said Goldstein, a Bloomfield Township resident.
Getting More at the Maple
Like the Secret Cinema series that drew people across Metro Detroit before the theater's closure over the summer, frequent moviegoers can expect unique programming and opportunities to sign up for film packages, clubs and loyalty rewards cards that collect points toward prize giveaways, said Communications Director Jeremy Mills.
Specialty screenings, sneak previews, and a monthly return of 'Secret Cinema' are planned, as are nights for operas, Broadway musicals and popular television shows.
But Goldstein insists the new Maple will continue to feature artsy and independent films. In addition new digital equipment found in most updated modern theaters, The Maple will remain one of a few local venues to maintain 35mm film equipment for special classics.
He said he's also prepared staff to manage people's expectations following an outpouring of support from Maple fans after he announced he took over the lease earlier this year.
"We've had a training session to teach our employees how to address people's expectations and opinions," he explained. "Our attitude is that as long as they tell us what they like and don't like we are doing our jobs. Complaints are opportunities you don't get from customer silence."
Need To Know
- The café opens daily at 6 a.m., with a separate entrance facing Maple Road to service customers during the day.
- The Maple Bar will be open daily from 3–10 p.m., offering beer, wine and liquor to movie patrons.
- Sign up for The Maple Theater newsletter and purchase tickets online at the new website.