SOUTHGATE, MI, November 14, 2023 – When MJR Theatres selected its Southgate location as the company’s first-ever IMAX auditorium in 2023, the project carried weight beyond a simple upgrade. As the top-performing location in MJR’s 20-plex circuit, Southgate represented an opportunity to redefine the theater’s flagship experience while introducing the IMAX brand to the chain’s guests for the first time.
A Complete Transformation
Located just outside Detroit, the upgrades completed by ES&T paired the scale and spectacle of IMAX with laser projection and luxury recliner seating. The fully reimagined interior environment was designed to elevate the moviegoing experience from the moment guests stepped into the auditorium. The opening on November 9th debuted Metro Detroit’s first IMAX auditorium in a way that immediately set the location apart.
Premium Design Meets Premium Presentation
For ES&T, the scope extended well beyond projection installation, as evidenced by the space’s appearance beforehand.
To make ready the auditorium for IMAX, ES&T constructed a new screen frame system and modern stretch-wall fabric systems with integrated LED lighting. With updated flooring and new aisle lighting throughout the auditorium, the ambiance is as impressive as the technology. The renovation achieved a complete transformation for the outdated auditorium while also improving functionality and consistency in presentation:
The stretch-wall system and integrated lighting were designed to create a cleaner architectural finish with a modern aesthetic. By creatively designing LED lighting in the wall treatments, ES&T teams were able to give the space a contemporary ambiance. The new flooring and aisle lighting further modernized the space and improved the overall flow, visibility, and safety in the auditorium.
Supporting the Next Generation of PLF Cinema
The Southgate location also marked an important milestone in MJR’s ongoing evolution of its premium presentation strategy. Prior to the IMAX conversion, the chain had invested heavily in other premium large-format concepts across Michigan. The addition of IMAX marked another step toward expanding the range of high-end, marketable theatrical experiences across the circuit.
Since opening, the Southgate IMAX has served as the benchmark for additional IMAX expansion within the MJR circuit, including the company’s 2025 IMAX installation at its Troy location.
Projects like Southgate continue to reflect a broader trend across exhibition: premium auditoriums are no longer defined solely by projection and sound. Today’s PLF environments increasingly combine lighting effects, finishes, luxury seating, and state-of-the-art technology into an immersive, profitable guest experience.
For ES&T, that integrated approach remains central to modern cinema renovation strategy.
MEDIA CONTACT:
Christina Woodlief
Marketing Director
(813) 960-1646