Former ‘dollar theater’ in Plano transformed into first-run moviehouse — in time for ‘Frozen 2’ and ‘Star Wars’

After 25 years as a discount theater with movie tickets priced as low as $1, the theater closed for a makeover. The renovated building debuts Thursday, Nov. 14 as a more mature of its former self: as a first-run movie theater showing films like Frozen 2 and Star Wars later this year. The company wouldn’t disclose the cost of the renovation.

The theater will no longer sell discounted movie tickets, though price cuts will be available for senior citizens and during matinees. The end of the dollar theater drew some comments from sad moviegoers on Facebook. But a Cinemark representative says the theaters needed to be upgraded and that neighbors said they preferred new movies.

“There was absolutely a movie-going audience right there,” Nick Vedda, marketing and promotions manager at Cinemark, says of the central Plano movie theater. “Rather than having to get on a highway and drive to a theater that’s further away … we realized that we could provide all those options without making people leave their neighborhood. This is a great theater that can support and sustain these modern amenities.”

Notably, the new theater will serve beer, wine and frozen margaritas in a new bar in the renovated lobby. (Previously, the dollar theater did not serve alcohol.) It will also have new power recliners with seat warmers in all 10 movie theaters.

Concessions will still be sold in the lobby. Vedda explains the food as “upgraded,” with Pizza Hut pizza for sale. The theater is one of 14 Cinemark theaters in North Texas that sells Pizza Hut pizza; the two D-FW-based companies made a partnership in 2017.

Moviegoers will be able to reserve their seats in advance — a perk that’s become useful for movies that sell out quickly. Tickets are already on sale online for Frozen 2, which debuts Nov. 21, and Star Wars: The Rise of Skywalker, which will be released Dec. 20.

“You come and see Star Wars on opening night, and you don’t have to worry about getting in line hours in advance or having to sit in a seat you might not want,” Vedda says. He also points out that some Star Wars tickets became available online weeks ago, but this new theater just released its tickets on Tuesday, Nov. 12.

“It’s almost like when they add extra dates to a concert, and all of a sudden tickets are available again,” Vedda says.

The theater, formerly called Cinemark Movies 10, is taking on a new name: Cinemark Central Plano.

“We really realized we could do everyone a favor and name it what people call it,” Vedda says.

It’ll also hopefully remove some confusion: Cinemark Movies 10 was the discount theater. Cinemark Central Plano is the grown-up movie theater with a bar.