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SCT

Brookfield and others are opening parking lot drive-in movie concept

June 25, 2020

Ten Cinema Pop-Ups drive-in movie theaters, operated by Kilburn Live, are opening this week and next in shopping center parking lots. Five are in Brookfield centers in Denver, Dallas, Houston, Minneapolis and Woodbridge, New Jersey. The five others are in Texas, including The Star in Frisco retail center at the Dallas Cowboys headquarters complex in Frisco, as well as a location in Katy.

SCT reported on the concept last month, and now the shopping center parking lot activations are coming to life. “We are thoroughly convinced people want to head back out and start reestablishing some return to normalcy while still adhering to safety protocols,” said Kilburn CEO Mark Manuel. “The idea behind Cinema Pop-Ups is to provide people with an innovative, out-of-home entertainment solution that offers our customers some peace of mind while the world adjusts to this interim normal.”

“Our primary focus, now more than ever, is to create an exciting experience in an environment where people feel safe and comfortable,” said Brookfield senior vice president of business development Melinda Holland. “Our centers are gathering places for their communities, and we look forward to welcoming guests back to the malls in this new and innovative way.” The first titles screened at Brookfield’s centers will include Garth Brooks: The Drive-In Concert, Pokemon: Detective Pikachu, Crazy Rich Asians, Ready Player One and Shazam.

Twenty-two more Cinema Pop-Ups are in the works. “I have had some cities pause or downright not approve these, so that list could go down,” Manuel said. “It [also] could also go, up as our partners have a collective list of malls and commercial complexes of well over 200. But we will always abide by what we are allowed to do and never force the issue.

By Brannon Boswell

Executive Editor/SCT

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