Metropolitan Theatres

What Metropolitan Theatres does

Metropolitan Theatres Corporation is a fourth-generation, family-owned cinema exhibition company headquartered in Los Angeles, California, founded in 1923 by Joseph H. Corwin. The company operates 17 theatres with 94 screens across California, Colorado, Idaho, and Utah, anchored by the MetroLux luxury dine-in cinema brand, full-service Scripted Bar & Kitchen restaurants at flagship locations, and historic venues including the Arlington Theatre in Santa Barbara (over 2,000 seats) and The Hitchcock Cinema & Public House. Core technology consists of IMAX with Laser 4K projection, D-BOX motion-controlled seating, MXL premium large-format auditoriums (Barco 4K laser), RGF air purification, and a mobile ticketing and F&B-ordering application with in-seat delivery at dine-in locations.

The company monetizes through admissions (including premium-format surcharges for IMAX, D-BOX, MXL, and 3D), traditional concessions, dine-in restaurant revenue at MetroLux sites, bulk MVP corporate tickets, gift cards ($25-$100 denominations), theatre rentals and birthday parties, school/IMAX educational screenings, and on-screen advertising via National CineMedia. Distribution combines owned theatres, kiosks, the metrotheatres.com e-commerce site, iOS/Android apps, the Fandango third-party ticketing channel, and an MVP field sales channel targeting enterprise buyers. Customer segmentation is primarily individual consumer / family moviegoers, with secondary segments in corporate bulk ticket buyers, schools (IMAX field trips), and private event hosts.

Go-to-market is direct-to-consumer with a channel-partner layer for ticket distribution (Fandango) and advertising inventory (NCM). The company is currently led by fourth-generation President David Corwin following the November 2021 death of Chairman/CEO Bruce C. Corwin. The premium-format and dine-in strategy differentiates Metropolitan from traditional multiplexes in its markets, while partnership with Craig Realty Group at Outlets at San Clemente ties real-estate co-development to flagship expansion.

Name

Metropolitan Theatres

Legal name

Metropolitan Theatres Corporation

Website

https://metrotheatres.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Metropolitan Theatres Corporation is a fourth-generation, family-owned cinema exhibitor operating 17 theatres and 94 screens across California, Colorado, Idaho, and Utah, serving individual moviegoers, families, corporate bulk-ticket buyers, and educational groups through MetroLux dine-in cinemas, traditional multiplexes, historic theatres, on-site dining, and mobile/app ticketing.

Ownership category

akta.pro rank

Product category

Cinema Exhibition

NAICS

Motion Picture Theaters (except Drive-Ins) (512131), Motion Picture and Video Exhibition (51213), Theater Companies and Dinner Theaters (711110)

SIC

Services-Motion Picture Theaters (7830)

akta.pro primary industry

Cinema Chains & Multiplex Operators (MPADAKAA)

akta.pro secondary industries

Cinema Concessions & On-site F&B Operations (MPADAKAN), Private Screenings & Venue Rentals (Corporate, Parties) (MPADAKAJ), Cinema Advertising & On-screen Media Networks (MPADAKAO)

Keywords

• Movie exhibition services
• Luxury dine-in cinema
• IMAX theatre operations
• Theatre concessions and dining
• Private theatre rentals

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue from admission tickets across all theatre locations. Premium pricing for IMAX, D-BOX, MXL auditoriums and 3D films. Standard pricing with discounts for matinees, children under 12, seniors 60+, and Bargain Tuesdays.
2. Concessions: Traditional theatre concessions including popcorn, soda, candy, and favorite snack brands. Pepsi fountain drinks featured. Revenue from on-site concession stands at all locations.
3. Food & Beverage (Dine-In): Full-service restaurant and bar (Scripted Bar & Kitchen) at MetroLux locations. In-auditorium dining with in-seat delivery. Revenue from lunch, dinner, happy hour, and dessert service at San Clemente and Loveland dine-in theatres.
4. MVP Bulk Tickets: Metro Value Passes sold in bulk to companies and organizations for employee benefits, marketing premiums, and customer incentives. Gold passes ($8.95) and Silver passes ($7.95) with minimum 50 ticket purchase.
5. Gift Cards: Gift cards available in $25, $50, $75, and $100 denominations. Redeemable for admission, concessions, and at Scripted Bar & Kitchen locations.
6. Theatre Rentals: Private screenings, buyouts, and event rentals for corporate events, birthday parties, film festivals, and educational screenings. Minimum guest requirements vary by theatre.
7. On-Screen Advertising: Cinema advertising through National CineMedia (NCM) partnership, reaching captive audience with pre-show FirstLook and lobby digital opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Metropolitan Theatres operates a portfolio of 17 movie theatres with 94 screens across California, Colorado, Idaho, and Utah, offering first-run film exhibition, premium large-format screenings (IMAX with Laser, D-BOX motion seats, MXL auditoriums), luxury dine-in cinema experiences with in-seat food and beverage delivery, full-service restaurants and bars (Scripted Bar & Kitchen), group and corporate bulk ticket sales (MVP), gift cards, theatre rentals for private events, educational IMAX documentary screenings, and a free loyalty program (M Rewards).

Product overview

Metropolitan Theatres operates a portfolio of cinema and entertainment venues across California, Colorado, Idaho, and Utah. The core offering consists of movie theatres under multiple brands: MetroLux Theatres (luxury dine-in cinemas with recliner seating, in-seat food delivery, and premium large format auditoriums including IMAX with Laser), historic theatres such as Arlington Theatre and Hitchcock Cinema & Public House, and standard multiplexes. Adjacent to the theatre experience, the company offers Scripted Bar & Kitchen (full-service restaurant and bar), M Rewards loyalty program (free membership earning points redeemable for tickets and concessions), MVP bulk ticket passes for organizations, gift cards, theatre rentals for private events, birthday party packages, IMAX educational documentaries for schools, and sweepstakes promotions. The company also provides a mobile app for ticketing, digital tickets, and food ordering with in-seat delivery at participating locations. Accessibility features include TheaterEars Spanish language audio and Open Caption screenings. The business operates 17 theatres with 94 screens across four states.

Differentiator

Problem solved

Functional benefit

Brands

• MetroLux Theatres: Luxury dine-in cinema brand featuring reserved luxury recliner seating, IMAX auditoriums, and full-service dining options.
• Scripted Bar & Kitchen
• MXL Auditorium
• M Rewards

Products and services

• MetroLux Theatres @ Outlets at San Clemente A 10-screen luxury dine-in cinema at Outlets at San Clemente in Orange County, CA, featuring IMAX with Laser, D-BOX motion seats, heated luxury recliners, in-auditorium dining, and the on-site Scripted Bar & Kitchen full-service restaurant.
• MetroLux 12 Theatres + IMAX @ Centerra A 12-screen multiplex with an IMAX auditorium located at The Promenade Shops at Centerra in Loveland, CO, featuring all recliner seating, an IMAX laser auditorium, and in-seat delivery service.
• MetroLux Dine-In Theatres @ Downtown Loveland A 7-screen luxury dine-in cinema located at The Foundry in downtown Loveland, CO, offering reserved luxury recliner seating, in-seat full service dining in all auditoriums, and an MXL auditorium with curved wall-to-wall screen, 4K laser projection by Barco, and premiere immersive digital sound.
• Arlington Theatre A historic landmark theatre in Santa Barbara, CA with seating for over 2,000 guests, hosting first-run films, live performances, and major film festival events.
• The Hitchcock Cinema & Public House A cinema-pub hybrid located in Santa Barbara, CA featuring an English pub-themed bar with craft beer and wine, expanded food menu, and diverse film programming.
• Scripted Bar & Kitchen An on-site full-service restaurant and bar at MetroLux Theatres locations (San Clemente and Downtown Loveland), offering eclectic dining menus, full bar service, indoor/outdoor dining, and in-theatre dining with in-seat delivery via the Metropolitan Theatres app.
• M Rewards A free loyalty program allowing members to earn 10 points per qualifying dollar spent, receive $5 M Rewards dollars for every 1,000 points (redeemable for tickets, concessions, and bar service), free medium popcorn upon registration, free refill on large popcorn and soda purchases, and free medium popcorn on membership anniversary.
• MVP (Metro Value Passes) Bulk ticket purchasing program for companies and organizations. MVP Gold ($8.95/ticket, minimum 50) is valid any day including 'No Pass' pictures; MVP Silver ($7.95/ticket, minimum 50) is not valid after 6 pm on 'No Pass' pictures. Both include surcharges for IMAX, D-BOX, MXL, and 3D films.
• Gift Cards Available in $25, $50, $75, and $100 denominations in both digital (e-gift card) and physical formats, redeemable toward admission, concession purchases, and at Scripted Bar & Kitchen.
• Theatre Rentals Private screenings, business meetings, seminars, parties, and concerts available at Metropolitan theatre locations. Minimum guest buyout requirements vary by location (75-84 guests). Supports DCP content, external HDMI sources, and store-bought Blu-ray/DVD for film selection.
• Birthday Parties @ Scripted Bar & Kitchen Birthday party packages at Scripted Bar & Kitchen (San Clemente location) including one-hour venue rental before the movie, lunch/dinner menu options (minimum 10 guests), with optional custom party planning available for general and holiday parties.
• IMAX Educational Documentaries IMAX documentaries for school field trips and educational screenings with supplemental teacher materials. Available at MetroLux 12 Theatres + IMAX @ Centerra (Loveland, CO) and MetroLux Theatres @ San Clemente (San Clemente, CA). Minimum 75 guests required for IMAX auditoriums.
• Metro Summer Kids Movies A summer children's movie program offering $2 family tickets for weekly showings at participating theatres. Runs June 16 - August 13 with screenings at 10am on specified days at MetroLux locations and Camino Real Cinemas.
• Mobile App (Metropolitan Theatres) A mobile application available on iOS (App Store) and Android (Google Play) enabling users to view showtimes, purchase and view digital tickets, access M Rewards points and rewards, and order food, drinks, and concessions for in-seat delivery at participating MetroLux locations.

Quantifiable outcome

• IMAX documentaries require minimum 75 guests for school screenings
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• IMAX CorporationcoreTechnology or Integration · 18 February 2022Metropolitan Theatres partners with IMAX Corporation to provide premium large format auditoriums featuring IMAX with Laser 4K projection, next generation precision sound, and wall-to-wall screens at MetroLux locations in San Clemente and Loveland. IMAX auditoriums offer the world's most immersive movie experience with crystal clear laser projection.
• Craig Realty GroupflagshipStrategic or Co-development Partner · 18 February 2022Real estate development partnership for MetroLux Theatres at Outlets at San Clemente. Craig Realty Group developed the 50,000+ square foot flagship location within the shopping center. Steven L. Craig serves as Managing Partner. The partnership brings luxury movie viewing to Craig's outlet shopping destinations across multiple states.
• BarcocoreTechnology or Integration · 20 August 20194K laser projection technology provider powering premium large format (PLF) presentations at MetroLux locations. Barco projection systems deliver brighter, sharper, and more vivid pictures with digital laser technology.
• Vision MediacoreTechnology or Integration · 23 June 2017Circuit-wide digital signage and media deployment partner. Vision Media handles installation and ongoing management of digital signage across approximately 113 displays at 15 Metropolitan locations. Includes digital menu boards, box office displays, bar displays, auditorium signage, and directional signage to enhance guest experience.
• National CineMedia (NCM)coreGTM or Marketing PartnerCinema advertising partner for on-screen and lobby advertising. NCM provides unmatched large screen advertising environment with HD image and surround sound. Includes exclusive pre-show FirstLook program and lobby digital opportunities reaching captive theatre audience.

Scale indicators4 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Alamo Drafthouse Cinema: Specialty dine-in cinema chain with reserved seating, full-service food and beverage, and premium formats. Closest direct competitor to Metropolitan's MetroLux dine-in concept, serving similar premium-moviegoer segments in overlapping markets.
• Studio Movie Grill: Dine-in cinema concept with reserved seating and full-service in-theatre food and beverage. Closest direct competitor to Metropolitan's MetroLux dine-in theatres in terms of operational model, target demographic, and F&B integration.
• Marcus Theatres: Mid-sized regional cinema operator with a strong focus on luxury recliner seating, dine-in options, and premium experiences (UltraScreen, Movie Tavern). Highly comparable in scale and premium-format strategy to Metropolitan's MetroLux brand, providing a regional benchmark for dine-in economics.
• iPic Entertainment: Luxury dine-in cinema with premium seating, full-service dining, and a hospitality-led operating model. Comparable to MetroLux Scripted Bar & Kitchen in targeting affluent moviegoers with combined fine-dining and theatrical experience.

Regional players

• B&B Theatres: Privately held regional cinema chain with locations across the central US and growing presence in the West/Mountain states. Geographic overlap with Metropolitan's territory and similar family-owned/regional positioning, making it a comparable scale and expansion peer.

Emerging players

• Angelika Film Center: Art-house and independent cinema operator focused on curated, premium film experiences in major metropolitan markets. Overlaps with Metropolitan's premium event programming (Arlington, Hitchcock) on positioning around specialized film and live content rather than head-to-head mainstream exhibition.
• Sundance Cinemas: Boutique cinema circuit operated under the Sundance brand, focused on curated/independent film programming and premium experience. While not a direct dine-in competitor, it overlaps with Metropolitan on the broader premium-positioning end of movie exhibition and competes for premium-segments of moviegoers.

Broad incumbents

• Regal Cinemas (Cineworld): Second-largest US cinema chain and major global exhibitor under Cineworld, competing directly with Metropolitan in California and Colorado with multi-plex, IMAX, and recliner formats. Benchmarks scale, programming, and loyalty program competition.
• Cinemark Holdings: Major national movie theatre chain with hundreds of locations, including premium large-format (XD) and recliner auditoriums. Comparable to Metropolitan on premium format offerings and concession-driven revenue mix, though at much larger scale and broader geographic footprint.
• AMC Theatres: The largest US motion picture exhibitor with nationwide footprint, including its own premium-format and dine-in concepts. Overlaps with Metropolitan on IMAX, loyalty programs, and theatrical ticketing, but operates at vastly greater scale across all film exhibition segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/metrotheatres
• Facebookfacebook.com/metropolitantheatres
• Instagraminstagram.com/metrotheatres
• LinkedInlinkedin.com/company/metropolitan-theatres

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metropolitan Theatres