by Mark Smiley
Leadership: Emagine Entertainment’s leadership team celebrates the opening of Emagine Parker, the company’s first Colorado theater and first location west of the Mississippi River. Pictured (left to right) are Chris Becker, Chief of Staff and Finance; Lauren Goldstein, Owner/Bookings; Jon Goldstein, Partner/Owner; and Melissa Boudreau, Chief Experience Officer. Photo courtesy of Emagine Entertainment
Emagine: Emagine Parker, located at 18625 Stage Run in Parker, is Emagine Entertainment’s first Colorado theater. The fully renovated, 32,000-square-foot entertainment destination features 10 auditoriums, including two premium large-format EMX theaters, luxury heated recliner seating, a full-service bar, expanded dining options, and state-of-the-art 4K projection with Dolby Atmos sound.
After more than 40 years of vacationing in Colorado, Jon Goldstein has finally brought a piece of his family’s business here.
The CEO of Northwoods Theater Group, an affiliate of Emagine Entertainment, recently opened Emagine Parker, the company’s first Colorado location and its first theater west of the Mississippi River. The former AMC theater at 18625 Stage Run has been transformed into a completely reimagined, 32,000-square-foot entertainment destination featuring luxury heated recliners, premium large-format EMX auditoriums, Dolby Atmos sound, 4K laser projection, a full-service bar, expanded food offerings and the company’s first self-ordering concession kiosks.
For Goldstein, opening in Colorado is more than a business decision. “I’ve been coming to Colorado since I was 16 years old,” said Goldstein. “My parents decided they were skiers, and they came out here one time. They came home and said, ‘We’re never going to Vermont again.’”
His family eventually bought a mountain getaway, his brother now lives in Edwards, and his daughter recently graduated from the University of Colorado Boulder. “We love the mountains,” Goldstein said.
The Parker theater had also been on his radar for years. Goldstein first considered purchasing the building in 2012 while AMC still operated the location. At the time, he wasn’t convinced his growing company had the infrastructure to operate another theater if necessary. After expanding through the acquisition of eight Minneapolis-area theaters in 2016, Emagine had the leadership team and operational experience to take on larger projects.
When the Parker property became available again about 18 months ago, Goldstein didn’t hesitate. “They asked me if I would do it, and I said yes, and that’s how I got here,” he said. Rather than simply reopening the theater, Emagine invested heavily in creating an experience that Goldstein believes today’s audiences are looking for.
“I don’t really compete with Netflix and HBO Max,” he said. “They’re in the home entertainment business. I compete with the Rockies or the Avalanche or going to Red Rocks or even just going to a restaurant.”
Luxury Seating: Every auditorium at Emagine Parker features luxury heated recliner seating, including spacious front-row recliners, along with immersive Dolby Atmos sound and state-of-the-art 4K projection. The theater’s redesigned interiors are intended to create a premium moviegoing experience that rivals any home theater.
Goldstein believes movie theaters must offer something people cannot get in their living rooms. “You have to upgrade the experience for people to make it great,” he said. “If you don’t make it great, they have other options, and they’re going to vote with their wallet.”
That philosophy is reflected throughout Emagine Parker. Every auditorium features heated luxury recliners, while guests can enjoy craft cocktails, beer, and wine from a full-service bar, an expanded food menu, and enhanced gathering spaces before and after the movie. The theater also serves as the launch site for Emagine’s first self-ordering kiosk system, designed to reduce concession wait times and improve the guest experience.
Although Emagine has grown into a regional chain, Goldstein said the company still thinks like a family-owned business. “We like to think of ourselves as a mom-and-pop company,” he said. “I still read every customer email for every single one of our theaters.”
His attention to detail extends even to popcorn containers. While many theaters use paper bags, Emagine serves popcorn in sturdy tubs to prevent butter from soaking through. “It’s just part of the experience,” Goldstein said.
Goldstein believes customers are willing to pay for quality if they receive value in return. “People nowadays are going to pay for whatever, as long as you deliver to them something that’s worth the price,” he said. “It’s about value more than anything.”
Despite years of predictions that streaming services would replace movie theaters, Goldstein never believed the industry was dying. “I’ve been in this business 25 years, and I’ve been told I’m going out of business for 25 years,” he said.
He believes the communal experience of watching a film together remains something streaming cannot replicate. “I always say the best effect of a movie is an audience,” Goldstein said. “You can share a laugh or a horror scene or a drama and cry. People like to do that with other people.”
Emagine officially opened to the public on July 1, after hosting a private preview benefiting HopeKids Colorado, raising support for families with children facing life-threatening medical conditions. Looking ahead, the company plans a second phase of development that will add a dedicated venue for local live music and performances, further expanding the theater’s role as a year-round entertainment destination.
Goldstein hopes movie lovers from across the Denver metro area will make the drive to Parker. “I hope they’ll come and check us out,” he said. “I think that we provide the best experience. We differentiate ourselves from the other theaters in town, and we just hope people appreciate that and will support us so that we can keep supporting the community.”
For more information, visit www.emagine-entertainment.com.
