Goodrich Quality Theaters
|Industry||Entertainment (movie theatres)|
|Founded||Grand Rapids, Michigan (1930)|
|Headquarters||Grand Rapids, Michigan|
|Key people||William Goodrich, Founder
Bob Goodrich, President/Owner
Goodrich Quality Theaters, Inc., or GQTI, is a chain of 30 movie theaters, headquartered in Grand Rapids, MI, representing a total of approximately 279 screens in the United States. The majority of Goodrich theaters are located in Michigan, but other locations can be found in Illinois, Indiana and Missouri.
The first IMAX screens operated by Goodrich Quality Theaters were unveiled in early 2007. After undergoing renovations, the Randall 15 IMAX in Batavia, Illinois now features an IMAX screen, as does the Portage 16 IMAX in Portage, Indiana. The Hamilton 16 IMAX in Noblesville, IN, which opened in March 2008, was the third Goodrich theater with an IMAX screen. Savoy 16 (Champaign, IL) underwent renovations and opened an IMAX screen on May 3, 2013, to make the fourth IMAX location for Goodrich Quality Theaters. All of Goodrich's screens were converted to digital in the Fall of 2011. Every Goodrich theater feature at least one screen equipped to show 3D films by either the Real D or Master Image process.
The origins of Goodrich Quality Theaters can be traced to 1930, when William Goodrich left his family's rubber manufacturing business in order to purchase the Savoy Theatre in downtown Grand Rapids, Michigan. Previously, the Savoy Theatre had been a vaudeville theater; Goodrich renovated it as a single-screen movie theater and opened it in 1931 with "All Quiet on the Western Front". Business at the theater prospered, largely due to Goodrich's cheap double features. For just 15 cents, patrons could watch the high-budget main feature, followed by a less-glamorous B-movie. By comparison, the average price for a movie ticket nationwide hovered between 23 and 25 cents during the 1930s.
The Savoy was later converted into a two-screen theater and finally shut down in 1979. William Goodrich also operated the Majestic Theatre in Grand Rapids, which was later sold and currently exists as the Meijer Majestic Theatre, owned by the Grand Rapids Civic Theatre.
Control of the company was handed down to William's son, Bob Goodrich, who still heads Goodrich Quality Theaters. Bob Goodrich extensively expanded the company, founding new multiplexes and drive-ins around Michigan. Although Goodrich no longer owns any drive-in theaters, some of the "original" multiplex theaters are still in operation. Of course, many have since been expanded, and all have undergone technological renovations (such as the addition of digital sound).
Bob Goodrich eventually began expanding his business outside Michigan, establishing theaters in nearby states. Perhaps due to a high amount of competition in Michigan, in the past few years, Goodrich Quality Theaters has focused on renovating and building theaters outside of its home state.
Goodrich theaters are located in small- to mid-sized cities, often on the outskirts of these cities. All locations are multiplex theaters, ranging from 4 to 16 screens apiece.
The traditional Goodrich theater features muted colors and a simple, unremarkable design. However, the recently constructed Portage 16 IMAX theater breaks this tradition by utilizing bright colors and a sleek, modern design. Theaters currently in development have been designed to implement this new style.
Despite the recent trend of an increasing variety of foods sold in movie theater concession stands, Goodrich offers little more than traditional movie theater snacks. Typical concession items include popcorn, soda, candy, nachos, and slush drinks. Recently, some theaters began offering personal pan pizzas as a food option, as well as hot dogs and pretzels.
Goodrich offers incentives for repeat visits, such as a Frequent Movie Goer Card program that allows a customer to redeem free concession items after earning a certain number of points from ticket purchases.
Goodrich "staffers" (who perform duties such as operating cash registers and cleaning theaters between shows) are all part-time and primarily consist of high school and college students. A new employee usually begins as an usher or ticket-tearer and over time progresses to working the concession stand and box office.
Theater managers usually start out as staffers and are promoted, not directly hired as managers. Regional Managers are responsible for all theaters in their designated area. Goodrich Quality Theaters currently has three Regional offices. They are located at major theaters throughout GQTI: Quality 16, Ann Arbor, MI; Holland 7, Holland, MI; and Savoy 16, Savoy, IL. Regional Managers, in turn, report to the Goodrich corporate office in Grand Rapids, MI.
The content and deployment of the preshow playing on all screens is handled by National CineMedia, or NCM. The show, dubbed the "FirstLook," features advertisements for local establishments, nationwide ad campaigns (including movie trailers), and content created by Goodrich Quality Theaters. The show generally runs between 15 and 25 minutes and is timed to end exactly when the movie is scheduled to begin. NCM also handles the advertising content played on flat-screen TVs located in the lobbies of Goodrich theaters.
- Ada Lowell 5
- Bay City 8
- Cadillac 5
- Canton Cinema
- Grand Haven 9
- Hastings 4
- Holland 7
- Jackson 10
- Kalamazoo 10
- Krafft 8 (Port Huron)
- Lansing Mall Cinema
- Oxford 7
- Quality 16 (Ann Arbor)
- Quality 10 (Saginaw)
- Three Rivers 6
- W. Columbia 7 (Battle Creek)
- Brownsburg 8
- Eastside 9 (Lafayette)
- Hamilton 16 IMAX (Noblesville)
- Huntington 7
- Lafayette 7 (Lafayette)
- Lebanon 7
- Portage 16 IMAX
- Wabash Landing 9 (West Lafayette)
- "IMAX Signs Two-theatre Deal with North American Exhibitor" (Press release). IMAX Corporation. March 13, 2006.
- Flinn, Gary (January 5, 2006). "The Center of Michigan's Movie Business is--Grand Rapids?". Flinn's Journal. Retrieved 2007-04-28.
- "Adjusting for Ticket Price Inflation". Box Office Mojo. Retrieved 2006-08-31.