Tuesday, May 26, 2020

[LIGHTS, CAMERA, ACTION!] NCG To Debut New Movie Theater in Brookhaven

It has been nearly seventeen months since ToNeTo Atlanta was first to report that movie theater operator NCG planned to open a new theater in Brookhaven.  We are now pleased to share that despite the global pandemic, and most theaters still closed, they plan to open in Brookhaven next week.  The new ten screen NCG Cinema Brookhaven will celebrate its "grand" opening Thursday June 4 at Northeast Plaza along Buford Highway near Briarwood Road.  
Featuring reserved. heated, powered reclining seats, with free refills on all sizes of soft drinks and popcorn, the theater marks the return of movie going to the space that years ago had a 12 screen theater.  The new theater will feature first run films and will also offer beer and wine options.  A flyer promoting the opening proudly proclaims that [NCG] offers the "Best ticket prices in ATL" and also features $5 tickets all day on Tuesdays.   

The new Brookhaven location marks the seventh in Georgia for the Owosso, Michigan-based theater chain, joining existing area locations in Acworth, Marietta, Peachtree Corners, Peachtree City, Snellville and Stone Mountain.  

All other NCG locations nationwide, including those in Georgia, have been closed since March 16, with the company having made no announcement as to when they will reopen.  Competing theater chains including AMC Theatres and Regal Cinemas, who each operate several Atlanta area locations, also remain closed with no reopening plans having been made public.  

The NCG Brookhaven will have a near monopoly for indoor movie going with only a few theaters currently operating in metro Atlanta, including the Plaza Theatre in Poncey Highland (as a drive-in), Starlight Drive-In, (showing only second run films) in southeast Atlanta and The Springs Cinema & Taphouse in Sandy Springs (also showing only second run films.)  

All other theaters surrounding the new Brookhaven NCG including Regal Cinemas Hollywood 24 near Chamblee, AMC Phipps Plaza 14 in Buckhead and CMX CinĂ©Bistro in TOWN Brookhaven stand to lose would-be customers to the new theater, especially with it opening sooner than all others.  

NCG has yet to update its website to indicate exactly what films it will show opening week or how much it will charge for movie tickets.  
In preparation for their upcoming opening, the Brookhaven theater took part in NCG's "Popcorn to Go" promotion where it sold "movie theater" popcorn to go for at home enjoyment.    

One thing that may have enabled the Brookhaven location to open is that it hired a completely new staff and did not have to deal with the challenges of recalling an existing staff that may have been happy collecting unemployment.  

NCG's opening marks a bit of good news for the center where earlier this month longtime tenant Panahar, a Bangladeshi restaurant, announced it was permanently closed after twenty years in business. 

Have you even been to an NCG Cinema location?  What is your favorite theater chain in metro Atlanta?  What upcoming movie are you most looking forward to watching?  

Please share your thoughts below.  

1 comment:

Anonymous said...

Now if they had devised a way to do greenhouse type enclosures for seats that would be a huge leg up. Otherwise going to the movies is not on the top of my list yet. The Atlanta Peach that had that space previously used to get some big latin artists that actually attracted folks from neighboring states.

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