Alamo Drafthouse in Valley rebranding to Majestic Theaters, will reopen Friday
PHOENIX — The three Alamo Drafthouse Cinema locations in the Valley were closed Monday and will reopen Friday rebranded as Majestic Theaters.
Chandler residents Kim and Craig Paschich, the franchisees who owned the Alamo locations, will continue to be at the helm of the theaters located in Tempe, Chandler and Gilbert.
“We’re offering the best from before, and so much more,” Craig Paschich, CEO of Majestic Theaters Arizona, said in a press release.
“Our Majestic family is readying to open the doors to a new beginning and make great memories with our guests.”
The rebranding follows the couple’s group, Paschich Alamo Holdings, LLC, reaching a settlement with Alamo Drafthouse to part ways, according to ABC 15.
Along with a new name, the theaters are set to have a refreshed food and beverage menu along with more flexible attendance policies for guests under 18.
The theaters will continue to offer a wide array of first-run films and art house favorites in addition to hosting interactive movie parties and live film events with celebrity appearances, according to the release.
Majestic is also planning to introduce a loyalty program and upgraded technology to elevate the guest experience in the coming months, according to the release.
The Valley Alamo Drafthouse Cinema locations were among many theaters that suffered financially during the COVID-19 pandemic, with the franchisee filing for Chapter 11 bankruptcy protection last May due to the impact of mandated closures.
The chain as a whole followed in March and filed for bankruptcy, also citing the pandemic for its financial trouble.
Prior to the agreement to part ways, the franchisee filed a civil lawsuit to end their agreement with the chain but Alamo Drafthouse countersued for breach of contract, according to ABC 15.
Chris Drazba, with Alamo Drafthouse, said in a statement to ABC 15 that the agreement comes after many months of trying to work through an arrangement for the Valley theaters to stay under the company’s name and they hope to return to the Phoenix area again one day.