New cinema sees the bigger picture

  • 2015-05-29
A high-end theater, the Riviera Cinema, opened on April 30 in Farmington Hills.

The managing partner of Cloud Nine Theater Partners, Ruth Daniels, said that luxurious movie houses are the future of the industry, and the Riviera is an example of what movie-goers can expect from the trend.

The theater has a bar, a lounge, a room for private screenings, and a music stage, in addition to its auditoriums. In the nine theaters, patrons will find comfortable seating in the form of recliners and high-backed rockers. The surroundings offer visitors a chance to do more than just watch a film.

Daniels said the only thing that sets any theater apart from other movie houses is the customer service, and the experience patrons have when they visit. She notes that the Riviera is similar to The Maple Theater, located in Bloomfield Township, which Cloud Nine also owns.

The Maple has a bar, coffee shop, quiz nights, and live music, and Daniels says walking through the lobby immerses a visitor in the theater's ambiance. She believes that if people like the Maple, they will also enjoy the Riviera, and is happy to be opening such a space in her home town.

Theater managers could work with a flyer printing company on a handout, complete with coupon, to be distributed near the theater during the first weeks of its operation.