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Goodrich Quality Theaters

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Goodrich Quality Theaters (GQT)
Company typePrivate
IndustryMovie theaters
FoundedGrand Rapids, Michigan (1930)
FounderWilliam Goodrich
HeadquartersGrand Rapids, Michigan
Area served
Michigan, Indiana, Illinois, Missouri, and Florida
OwnerBob Goodrich (President/Owner)
Number of employees
1001-5000
Websitehttp://www.GoodrichQualityTheaters.com

Goodrich Quality Theaters (GQT, formerly GQTI) was a chain of 31 movie theaters, headquartered in Grand Rapids, MI, representing a total of 287 screens in the United States. The majority of GQT's locations are in Michigan, but other locations can be found in Florida, Illinois, Indiana, and Missouri. The company filed for Chapter 11 Bankruptcy protection in February 2020. All employees were terminated March 19, 2020 without notice largely due to the Covid-19 pandemic.

The first IMAX screens operated by Goodrich Quality Theaters were unveiled in early 2007. After undergoing renovations, Randall 15 IMAX in Batavia, Illinois featured an IMAX screen, as does Portage 16 IMAX in Portage, Indiana.

Opening in March 2008, Hamilton 16 IMAX + GDX in Noblesville, Indiana was the third GQT location with an IMAX while adding two Giant Digital Experience (GDX) auditoriums in 2016 featuring Dolby Atmos sound. Savoy 16 near Champaign, Illinois underwent renovations and opened an IMAX auditorium on May 3, 2013, to make the fourth IMAX location for Goodrich Quality Theaters.

All of GQT's screens were converted to digital in the Fall of 2011. Every GQT location features one or more screens equipped with 3D technology, either in RealD 3D or MasterImage 3D.

At the same time, GQT has stepped into the restaurant industry with Features Gastropub in Gibsonton, Florida, a suburb of Tampa.

Bob Goodrich, the owner and president of Goodrich Quality Theaters, also owns and operates AM 1680 WPRR Public Reality Radio in Grand Rapids, MI.

On February 28, 2020, Goodrich Quality Theaters filed for Chapter 11 bankruptcy.[1]

History

The origins of Goodrich Quality Theaters can be traced back 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".[citation needed] Business at the theater prospered, largely due to Goodrich's cheap double features. For just 15 cents, patrons could watch the main feature, followed by a B-Movie. By comparison, the average price for a movie ticket nationwide hovered between 23 and 25 cents during the 1930s.[citation needed]

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. Some of the "original" multiplex theaters are still in operation today. Many have since been expanded, and all have undergone technological renovations (such as the addition of digital sound, digital projection, and recliner seating).

Bob Goodrich eventually began building his business outside Michigan, establishing theaters in nearby states. Over the last decade, the chain has focused on renovating older theaters with modern amenities, as well as continuing to build and plan brand new multiplexes beyond the Midwest.

Theaters

GQT theaters are primarily located in small towns and mid-sized cities. All locations are multiplex theaters, ranging from 4-to-16 screens and offering multiple formats and experiences across the board.

The standard GQT location features classic designs of the late 1990s, largely due to acquiring locally owned theaters from private exhibitors. However, Portage 16 IMAX (Portage, IN), Hamilton 16, Quality 10 GDX (Saginaw, MI), and Riverview 14 break with this tradition by incorporating vibrant colors with a modern design. This current style of design is being implemented in theaters currently being developed, as well as in theaters being renovated throughout the movie exhibition chain.

An increasing variety of food options are being sold at GQT concession stands, offering more concessions over traditional movie theater snacks. Typical concession items include popcorn, soda, candy, nachos, pretzels, hot dogs, and slushies. As of late, the larger multiplexes have begun offering personal pan pizzas, chicken fingers, and mozzarella sticks.

In addition, lobby renovations at Hamilton 16 and Kendall 11 GDX (Oswego, IL) have led to the creation of Screen Taps. Screen taps is a belly-up bar or bar behind a concession stand giving adult moviegoers aged 21 or over an alternative to the traditional beverages offered at the theater concession stand. Offering select local and regional craft beers on draft, plus a variety of domestic bottle choices. In addition, Screen Taps has a house red or white wine. Select locations also serve margaritas and daiquiris. Screen Taps is available at Bay City 10 GDX (Bay City), Brownsburg 8 GDX (Brownsburg), Eastside 10 IMAX (Lafayette), Hamilton 16, Jackson 10 (Jackson), Kalamazoo 10 (Kalamazoo), Kendall 11, Krafft 8 (Port Huron), Portage 16, Quality 10 Saginaw, Riverview 14, and West Columbia 7 (Battle Creek). Patrons are required to present their ticket stub, show a valid I.D., and drink responsibly. No alcoholic beverages are served during G or PG features before 8:00 P.M. at all Screen Taps locations.

In early 2017, Goodrich Quality Theaters opened their first full-service restaurant within Riverview 14 GDX called Features Gastropub.[citation needed]

GQT offers incentives for repeat visits, such as GQT Rewards that allows a customer to redeem free concession items after earning a certain number of points from ticket and concession purchases. This program also offers 15-30% all concession items and free birthday and anniversary popcorn.

Premium formats

GQT offers a few premium formats at their locations, while all locations are equipped to show 3D films in RealD 3D in select auditoriums.

IMAX

IMAX screens and projectors are currently being installed at larger theatre complexes. Currently the only GQT IMAX theaters are located at Hamilton 16, Eastside 10, Portage 16, Randall 15, and Savoy 16.

Giant Digital Experience (GDX)

GDX is Goodrich Quality Theaters’ premium large format theater experience with crystal clear imaging and an amazing bright picture, delivering movies on a massive scale with massive sound. All GDX theaters feature Dolby Atmos for powerful and immersive sound-listening experience at a premium price, which remains consistent with other movie exhibitors.[citation needed]. Dolby Atmos adds overhead speakers for the most realistic sound effects. 4K projection gives viewers the most vivid colors with the sharpest details, brightest images and highest resolution picture available.

Employees

Goodrich staffers are all part-time and primarily consist of high school and college students. Staffers perform duties such as operating cash registers and cleaning theaters between shows.

Theater managers typically start out as staffers rather than directly hired in as managers. Regional Managers are responsible for all theaters in their designated area. GQT currently has four regional offices, based at theaters in Ann Arbor, Michigan; Holland, Michigan; Batavia, Illinois; and Noblesville, Indiana. Regional Managers report to GQT headquarters in Grand Rapids.

Dismissal of underaged employees

As of 2019 there haven been reports that the theater chain is laying off all employees under the age of 18. According to staff members, the main reason behind the layoffs is because there is a negative connotation linked to teenagers and not solely due to their performance. As of January 1, 2020, all 16 year olds employed by the company were let go, and there are still plans to lay off all 17 year olds effective July 2020.[2][3]

Noovie

A pre-show playing on all screens before performances, dubbed the Noovie, is produced by National CineMedia (NCM). The Noovie features advertisements for local establishments, nationwide ad campaigns (including movie trailers), and content created for or by GQT. 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 GQT locations.

R-Rated Film Policy

GQT adheres to national and local laws, following the guidelines of the MPAA's film ratings system. Slight differences exist per market, but nationwide, no person under age 16 is admitted into an R-rated film without a parent or guardian aged 21 or older purchasing their ticket. Those who do meet or exceed the age of 17 and look under the age of 25 must present a photo ID with name and date of birth to be admitted to such movies.

Locations

Florida

Illinois

Indiana

Michigan

Missouri

See also

References

  1. ^ "Michigan movie theater chain files for bankruptcy". mlive. 2020-02-28. Retrieved 2020-03-01.
  2. ^ "Goodrich Quality Theaters to fire minor employees in 2020". WLFI News. Retrieved 2019-12-28.
  3. ^ "Goodrich Quality Theatres to fire all minors by July 2020". indianaeconomicdigest.com. Retrieved 2019-12-28.
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