Renovated Kendall 10 to offer large format screen

Visitors to the Kendall 10 movie theater can already experience some of the improvements being made as it makes its transition to Kendall 11 GDX.

Kendall 11 GDX’s owner, Goodrich Quality Theaters, is expanding and renovating its theater at 95 Fifth Street in the Townes Crossing shopping center, just south of U.S. Route 30 in Oswego.

According to project plans, a 9,089-square-foot addition will be constructed onto the west side of the 26,019-square-foot building to accommodate a large format screen theater.

Regional manager Heath Thomas said that seven of the original 10 auditoriums have been updated, while the final three are set to be finished by Friday, Aug. 5. Each of the original rooms features new sound systems, new chairs, finishes, sightlines and more leg room.

In addition to the existing auditorium upgrades, the theater now features a new concession stand and lobby area.

But the big addition: a Giant Digital Experience — or GDX — large-format theater, won’t be open until September, according to Thomas.

“We’re looking to have it available around Labor Day, but that’s depending on a couple factors. It could be mid-September. We want to give a nice finale to the summer season, and get people in the room,” he said.

According to its website, the GDX is Goodrich Quality Theaters’ premium large-format theater experience. All GDX theaters feature Dolby Atmos, which features immersive sound.

“[Dolby Atmos] is a fully panoramic system. For instance, if you have a helicopter [on screen], ... you’ll also hear it over your head from the speakers on the ceiling,” Thomas said. “Many of the new soundtracks are all being mixed with a Dolby Atmos mix.”

The GDX theater will be No. 9, while two of the original theaters will be numbered 10 and 11.

Also nearing completion is the theater’s bar area.

“We’ve yet to open the bar area. Construction-related items are holding it up,” Thomas said. “We hope to have that space open before Labor Day.”

The bar will offer four draft beers in addition to 15 to 20 bottled varieties. A margarita machine is still to be delivered, and four types of wine will also be available. Thomas admitted that the theater’s plan to sell alcohol has been met with a small amount of push-back, but Goodrich is taking many steps to control who can receive an alcoholic beverage.

“We are a movie theater, and we want to be able to control both the consumption and age restriction,” he said.

Alcoholic beverages will be served in a different cup than what is served at the concession stand. In addition, the theater will only sell one beverage per person.

“To the dismay of some couples, we do want to see each customer,” he said regarding the theater’s planned policy.

In December 2015, Thomas also indicated the theaters would be patrolled more often.

Also in December, Thomas said that Kendall 11 GDX had experienced a loss of business, and about a 40 percent drop in attendance in recent years since the opening of a theater in Yorkville. Neighborhood Cinema Group opened the NCG Theater in Yorkville in November 2013. Thomas said recently that the improvements and additions to the Kendall 11 GDX theater will position the theater to better compete. He also hopes it increases business around the theater. "I don't think Kendall 11 is going to be run-of-the-mill with all the improvements we're putting in place," he said. "Hopefully we'll be able to grow our business back to what it was, and hopefully it brings foot traffic to the business around it."

Oswego village administrator Dan Di Santo also expects business in the area to benefit from the Kendall 11 GDX expansion.

“The Village of Oswego is thrilled about the renovations and reinvestment into the new Kendall 11 movie theater. Not only is the interior of the theater being updated, but the theater is increasing their food and beverage offerings and opening a new 11th screen. The 11th screen will be a huge GDX theater, which will be a regional draw to Oswego. We anticipate this new theater to bring more customers to Oswego and the Route 30 and Douglas Road Corridor,” he said via email.

Entertainment-related businesses are an important part of economic development in an area, according to Di Santo.

“At a recent shopping center convention, I spoke with a shopping center developer that explained how traditional malls are dying due to the online marketplace, but that brick and mortar retailers are attracted to entertainment uses like movie theaters. The rejuvenated Kendall 11 should attract not only new customers to Oswego, but new businesses as well,” he said.

Kendall 11 GDX has remained open during construction, and Thomas was appreciative of its visitors’ patience.

“Our customers have been very gracious,” he said.