Goodrich Quality Theaters

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Goodrich Quality Theaters (GQT)
Industry Movie theaters
Founded Grand Rapids, Michigan (1930)
Founder William Goodrich
Headquarters Grand Rapids, Michigan
Area served
Michigan, Indiana, Illinois, Missouri, and Florida
Owner Bob Goodrich (President/Owner)
Number of employees

Goodrich Quality Theaters (GQT) is a chain of 31 movie theaters, headquartered in Grand Rapids, MI, representing a total of 288 screens in the United States. The majority of GQT's locations are located in Michigan, but other locations can be found in Illinois, Indiana, Missouri, and Florida.

The first IMAX screens operated by Goodrich Quality Theaters were unveiled in early 2007. After undergoing renovations, Randall 15 IMAX in Batavia, Illinois features an IMAX screen, as does Portage 16 IMAX in Portage, Indiana. Opening in March 2008, Hamilton 16 IMAX + GDX (Noblesville, IN) was the third GQT location with an IMAX, while adding two Giant Digital Experience (GDX) auditoriums in 2016 featuring Dolby Atmos. Savoy 16 IMAX (Champaign, IL) 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.

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


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 Quality Theaters (GQT) are primarily located in small towns and mid-sized cities. All locations are multiplex theaters, ranging from 4 to 16 screens apiece, 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 exhibitionists. However, Portage 16 IMAX (Portage, IN), Hamilton 16 IMAX + GDX (Noblesville, IN), Quality 10 GDX (Saginaw, MI), and Riverview 14 GDX (Gibsonton, FL) break with this tradition by incorporating vibrant colors with sleek, modern design. This current style of design is being implemented in theaters currently being developed, as well as in theater renovations throughout the movie exhibition chain.

An increasing variety of food options are being sold at GQT concession stands offering enhanced concessions over traditional movie theater snacks. Typical concession items include popcorn with Kernel Season's Popcorn Seasoning, 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 IMAX + GDX (Noblesville, IN) and Kendall 11 GDX (Oswego, IL) have led to the creation of Screen Taps where moviegoers (21+) can purchase beer and wine. This belly up bar gives an alternative to the classic beverages offered at the theater concession stand. Offering select local and regional craft beers on draft, plus a variety of domestic bottle choices, GQT is able to satisfy hopheads and cerevisaphiles hoping to kick back, relax, and watch the latest blockbuster with a cold brew. In addition, Screen Taps has a house red or white wine. All patrons are required to present their ticket stub or show a valid I.D.

In 2017, Goodrich Quality Theaters will open their first full service restaurant within Riverview 14 GDX (Gibsonton, FL) called Features Gastropub. Gastropubs are well-known for inviting, comfortable vibes where friends and family can gather to enjoy a cool drink paired with innovative cuisine. The menu is being built by Chef Brian Duffy known for his television appearances on the wildly popular Spike TV series Bar Rescue, where he tours the country (sometimes on his Harley Davidson) reforming failing bars and restaurants with his “tell it like it is” style.

GQT offers incentives for repeat visits, such as a Frequent Moviegoer (FMG) Club that allows a customer to redeem free concession items after earning a certain number of points from ticket and concession 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 typically begins as an usher and over time progresses to working the concession stand and box office.

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. Goodrich Quality Theaters currently has four regional offices. They are located at major theaters throughout the Midwest: Quality 16 (Ann Arbor, MI), Holland 7 (Holland, MI), Randall 15 IMAX (Batavia, IL), and Hamilton 16 IMAX + GDX (Noblesville, IN). Regional Managers, in turn, report to the Goodrich Quality Theaters, Inc. Corporate Office in Grand Rapids, MI.


The content and deployment of the pre-show playing on all screens is handled by National CineMedia (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 Quality Theaters locations.







  • Riverview 14 GDXGibsonton (Coming in March 2017)

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