Milwaukee-based Marcus Theatres, the nation’s No. 4 exhibitor, saw revenue gain 2.25% to $123.8 million on a favorable mix of films.
Income jumped to $7.7 million from $3.3 million, including $5.2 million of noncash charges. Adjusted ebitda rose 1.9% to$24 million. The chain said it outperformed the industry by 7.6 percentage points during the fourth quarter (as per Comscore).
The numbers and an analyst Q&A after with CEO Greg Marcus were upbeat, with shares popping over 4%.
The generally chatty Marcus was not asked directly and didn’t wade into the current fight for Warner Bros. Discovery or his preferred suitor in Paramount vs. Netflix. Trade Group Cinema United has railed against Netflix, which has been taking blood oaths to protect the theatrical window, but earlier this week AMC Entertainment CEO Adam Aron was complimentary of the giant streamer.
Admission revenues rose 6% in the quarter year on year as attendance decreased 5.7% but average ticket price increased 12.7%. The chain as others has been tinkering with strategic pricing during peak demand periods, and it said a higher percentage of sales are coming from premium large format and 3D showings. Its top five films were Wicked: For Good, Zootopia 2, Avatar: Fire and Ash, Five Nights at Freddy’s 2, and Black Phone 2.
Labor efficiency sequentially improving during the year. Average ticket price increased 3.7% and average concession revenue per person grew 4.1%. Top grossers for 2025 included A Minecraft Movie, Wicked: For Good, Lilo & Stitch, Zootopia 2 and Superman.
Marcus Theatres President Mark Gramz gave a shout out to Avatar: Fire and Ash, The Housemaid, Marty Supreme and more for “giving moviegoers of all ages and demographics a reason to enjoy.”
The current year is well stocked with franchise heavy family films that tend to play well in Marcus’ midwestern markets like Toy Story 5, Minions & Monsters, The Super Mario Galaxy Movie and the live action adaptation of Moana, along with action adventures Wars: The Mandalorian and Grogu, Spider-Man: Brand New Day, Dune: Part Three, and Avengers: Doomsday.
He gave a shoutout out Christopher Nolan’s The Odyssey, revivals Scream 7 and The Devil Wears Prada 2, and a large slate of other appealing wide release films, or “something for everyone.”
Marcus said it has the highest concentration of luxury recliner seating and PLF screens among the top theatre circuits, superior food and beverage offerings and consumer-friendly technology. It is laser focused on a new dine-in app, expanding loyalty programs, a movie club, Mystery Tuesday and more ways to engage audiences and encourage frequent moviegoing.
Theaters are half the business of the family-owned company, which also owns a chain of upscale hotels.
