UPDATED: New Maple Theatre Owner Vows to Show Art Films, Renovate

Bloomfield Township's Jon Goldstein said the change was made because he's willing to invest and upgrade moviegoing experience.

Jon Goldstein has had a busy 18 hours. The new leaseholder of the beloved The Maple Art Theatre in Bloomfield Township hoped for a seamless transition without much fanfare by taking over operations of the three-screen cinema on Feb. 1.

But he said that plan abruptly ended late Wednesday when officials with Landmark Theatres confirmed to Bloomfield Patch that they lost their lease after 13 years.

"I was being respectful of their plans to keep this hush-hush, just quietly have this transition, and then announce what our plans are. But I guess that's not the plan anymore," Goldstein said this morning after calling into the "Stoney and Bill Show" on 97.1 FM to discuss his plans.

It was one example of several media interviews and emails responses he said he felt compelled to do today to dissuade fears that the beloved theater would be shut down.

Landmark officials Wednesday confirmed losing their lease at the end of the month. They did not address questions regarding the future of the theater or the employees. The California-based company operates more than 50 theaters across the country, including the Main Art Theatre in Royal Oak, where it will remain business as usual.

Goldstein said he signed a 10-year lease with Grand Sakwa Properties with two five-year options. The business deal was sealed in the fall, but he said officials at Landmark asked him to keep the change quiet so they could continue to operate through the holiday movie season and through the end of January. Messages left with Grand Sakwa officials today were not immediately returned.

Goldstein said he anticipates keeping the current employees who don't stay with the Landmark company.

The Plan

Goldstein said he will operate the theater at status quo for two months while planning for at least $1 million worth of renovations is completed. The theater will close in April for roughly six-to-eight weeks of construction and he hopes to reopen in June with a charity benefit.

The theaters will have significant upgrades, including expanded, digital screens and wider rows for leg room, he said. The seats will be new, but they will not be stadium-style, as he said the sight lines will already be improved.

The entrance and main lobby will be remodeled and will feature a tile fireplace created by Pewabic Pottery of Detroit, he said. It will be just one of many Michigan-made products Goldstein said he intends to use.

"Everything we'll do in there will be kept local," said Goldstein, a Bloomfield Township resident.

That includes the collection of microbrews he hopes to serve on tap at the revamped concessions. A formal liquor license application was submitted to Bloomfield Township government and should be up for consideration shortly, he said.

Any significant renovations must also be approved by the Bloomfield Township Planning Commission and Board of Trustees. A traffic study for the location near the southwest corner of Telegraph and Maple roads is under way.

Bloomfield Township Supervisor Leo Savoie said he and Township Planning Director Patty Voelker met with the developers a few weeks ago and that many details must still be worked out before proposals are ready for consideration. But there's genuine excitement about what's been discussed.

"It's definitely in its infancy," he said Thursday. "I do think what they're talking about doing is outstanding. They're taking a complex that has not been upgraded really since since it was built and it looks like they'll make improvements that could help make it successful for years to come."

Most importanly, Goldstein said, he plans to keep the 38-year-old Maple Theatre's character and longstanding reputation for showing quality artistic and independent films intact. But don't be surprised to see some commercial blockbusters, when appropriate.

"Yes, we'll be showing good art films, but not only art films. We'll be playing great stories. Good, upscale film," he said, describing films comparable to the critically acclaimed The Help, and Oscar-winning The King's Speech, which screened at the Maple in 2010.

Goldstein said he also wants to offer unique programming, including early weekend showtimes for children's films and movie clubs. He also wants to start a weekly "X-flicks" feature, where club members and other movie buffs will "know they're going to see a great movie of the past, but won't know which one until they get there."

Advance ticket purchases and showtimes will always be available at the theater's website www.mapletheater.com, which will launch shortly.

An Eye on the Future

Goldstein is self-professed movie fanatic who has been in the movie-property business for about a decade. The Maryland native graduated from the University of Michigan and is married to Lauren Fenton, an Andover High School alumnus who grew up in West Bloomfield. She is also a partner in the Bloomfield Hills-based Highline Investments LLC business that Goldstein operates and brought their family back to Michigan from the Chicago area in 2007.

Goldstein said he was mentored by Paul Glantz, founder and president of Emagine Entertainment, and has stakes in several Emagine theaters in Metro Detroit, and others in Pennsylvania and Maryland. He was part of the investment group that was to build a theater at the Bloomfield Park development before plans failed.

Both Goldstein and Savoie said the experience with the Bloomfield Park proposal, which also included a liquor license request, should help the planning process on all sides.

"I was a trustee on the board when that was considered, and at first, I thought it was an unusual request," Savoie said. "But I know it's happening in other places and seems to be a draw."

Despite challenges due to its size and age, Goldstein said he eyed the Maple for two years because of its location and history as a local and statewide landmark. He bided his time until he knew the current lease was expiring and made a push with other investors based on positioning the theater for future profitability. He said that as a Maple patron he enjoyed the movies, but felt the experience was lacking.

"I'm a theater guy, and I can't go there," he said bluntly. "I was tired of seeing films there in uncomfortable seats and walls that were seeping water."

The cosmetics and atmosphere will change in the months ahead.

"The Maple is where people come from all over the state to see a movie because it's one of the few places that will show certain films," he explained. "If they make the drive, we want to make sure that when they get there, it's something special and somewhere they enjoy being."

ExTroyGal January 19, 2012 at 06:00 PM
This is great news! I like the changes the new owner has in mind. Thank you, Mr. Goldstein!
The Projectionist January 19, 2012 at 07:46 PM
My pleasure. If anyone has any ideas out there. Post them. I love hearing from you!
Randy Leff January 19, 2012 at 08:10 PM
I think a artsy display of macintosh computers and hardware past to present would be a unique and welcoming project. Rock on Jon Goldstein!!
The Projectionist January 19, 2012 at 08:21 PM
Unfortunately you are the only one.
Charles Gaba January 19, 2012 at 08:22 PM
Mr. Goldstein-- As a former employee of the Maple 3 (back when it was owned by AMC), I just wanted to say Mazel Tov and thank you for keeping it open and fixing it up!
The Projectionist January 19, 2012 at 08:30 PM
Charles, Did you work with my good friend Ruth? Jon
Cathy January 19, 2012 at 08:40 PM
Charles I probably saw you there. As a BH teacher we would often scoot to the Maple right after done for the day to see a flick. Then dinner at Beau Jacks or Hogans! Usually a least one AHS student or former student working there! So glad it is staying open and being upgraded. Just saw The Artist there on Monday.
Charles Gaba January 19, 2012 at 08:47 PM
Jon-- Ruth Daniels? Yes, indeed I did; I worked there from around '93-'94, and Ruth and I kept in touch for several years after that. I went on to manage various Showcase Cinemas throughout the '90's, and was general manager of both the State Wayne and Farmington Civic theaters for about a year as well.
Charles Gaba January 19, 2012 at 08:52 PM
Cathy--that depends on when you mean; as I just noted to Jon, I only worked there for about a year or so in the early '90's, but I have lots of great memories.
Ellen Goldstein January 19, 2012 at 10:10 PM
Every time "they" say the movie theater business is can't survive, "they" have been proven wrong. People want to go to the theater and watch movies with total strangers. Keep it exciting; they will come. If you serve wine, I will move to Detroit and work at the theater for free. Ellen G/DC
Marcia Fenton January 19, 2012 at 11:38 PM
I am so proud of my children and their commitment to Detroit, a great city to live in and raise a family in. Marcia
Susan Gertner January 20, 2012 at 01:08 PM
Excited to hear-Great news-thank you. How do I find out about my agency becoming a charity for your charity opening. Susan Gertner Executive Director National Council of Jewish Women, Greater Detroit Section
larry miller January 20, 2012 at 01:43 PM
Jon, Congratulations. Carole and I have always loved going to the Maple. Now we will enjoy it even more with you at the helm. I know it will be great.We look forward to the opening in June and wish you much success. Larry Miller
KQK January 20, 2012 at 03:12 PM
Great news! A few comments: 1)Love, love, love the idea of film for children (anything but Disney, please!). I hope you can find quality, independent movies that will inspire kids. 2)When I read "X" films, I immediately thought of porn. I think you should change the marekting for that. 3)It would be fun to see some of the more successful movies of Maple 3/Maple on the mariquis in the future. Any one remember "The Gods Must be Crazy?" 3)Would keep the talk about Bloomfield Park to a minimum - sorry! I hope for a successful and speedy grand-opening!
The Projectionist January 21, 2012 at 03:19 AM
Susan, Thanks for your comment. However, I serve on the board of Variety. We have already committed to have our opening benefit "The Children's Charity". I have been working with this organization for the past year and it really has made an impact on me and my family. However, we could do another event during the first week? You can e-mail the theater next week at info@themapletheater.com. We are just getting the site working so wait until later in the week. Jon
The Projectionist January 21, 2012 at 03:26 AM
1. I was thinking old Disney might be appropriate? Old Yeller? 2. It is not X films. It is EX-FlIX. You immediately thought of porn? Get your head out of the gutter! 3. Our Marquies may end up being one very big LCD. We should be able to do lot's of fun things with it. 4. I will never talk about Bloomfield Park ever again. I lost a very good wall and every time I go to Target, I get sad. Jon
Susan Gertner January 25, 2012 at 02:05 PM
Thanks Jon, Will connect next week- all the best with this venture. Susan
Jody February 05, 2012 at 05:51 PM
This all sounds very exciting... I am very glad to see that interested, creative, and energetic individuals with local ties are moving ahead to take this theater into the 21st century. I have been a patron of the Maple through all its past "incarnations" and will be there for this one with a smile on my face. Thanks!
The Projectionist February 06, 2012 at 03:17 AM
Thank you. Feel free to send along suggestions!
KQK February 06, 2012 at 01:16 PM
Italian: Cinema Paridiso, Ciao Proffesor. Sound of Music, Apple Dumpling Gang, Bad News Bears, (First) Star Wars, (Early) Richard Scarry BusyTown episodes....
David February 10, 2012 at 03:57 PM
As long as we still can see good quality art films at the maple I'll be happy. My biggest fear is that they'll be losing out on real estate to films like "The Vow" which features dull teen hearthrob Channing Tatum in what is described as a sub standard mediocre date film. This is currently playing at the new Maple Theater. I'm curious what kind of stuff the theater will have to swallow from the studios in order to keep the bigger films coming in? The Maple always took risks on more exotic foreign and indie films that weren't quite hip enough for the Main Art theater. I liked the Maple Theater having this distinct character. I just hope it doesn't have to sell it's soul in order to get the hollywood blockbusters in!
ExTroyGal February 10, 2012 at 04:22 PM
I agree with David. The Maple Theater is already successful in its niche market (foreign, indies, non-mainstream films). Moviegoers who appreciate these kinds of films come to the Maple for that very reason. I don't think that trying to "expand" your audience by adding mediocre mainstream movies at the expense of your main (and loyal!) audience is worth the risk. Keep doing what you do best and you will always have happy customers!
KQK February 10, 2012 at 05:31 PM
I agree w/David and ExTroyGal. The only thing I'd like to see more of is foreign films and films for children (and I don't mean the current day stuff! :) I'd love to have a movie day at the Maple with my kids who are 6 and 4. I'd even help with a children's festival down the road.
The Projectionist February 10, 2012 at 07:33 PM
There it is. I was waiting for my first smackdown for "The Vow". I picked that movie because we couldn't get our hands on anything else and it is Valentine's Day. I am a sap and I think our audience appreciated films like Nights in Rodanthe and The Notebook. Don't worry, we already have been confirmed for the foreign film "In Darkness" and the indy release "Friends With Kids". We will not be playing much commercial fare ( Maybe 3-5 films a year). This is the "new" Maple theater and I do not expect to make everyone 100% happy. I have thick skin so feel free to pour it on! As far as kids movies. After the renovation, I hope to play classic kids movies every Saturday and Sunday between 10:00 am-1:00 pm before the main shows start. Many of our customers are grandparents and want a place they can watch movies with their grandkids. We even plan on adding extra staff to have some extra eyeballs around to keep everybody happy. David- We still have 3 other movies so I hope you will judge us on the majority of the film we play, and not the few exceptions.
David February 10, 2012 at 09:50 PM
Thanks for your reply Jon. At least saying your were waiting for someone to bring up "The Vow" shows that you have a conscience about such fare. It just honestly scared me that after hearing about a change in ownership that this was the first new film I see playing at the theater. I promise I won't judge you on this film alone, but I hope you can understand the scare it put into me after seeing this film on the lineup, reading Channing Tatum's name, and reading the reviews of the film on Rotten Tomatoes. Hugo and TInker Tailor, Soldier, Spy are good examples of the types of mainstream movies that might be acceptable to the old Maple Theater audience. "The Vow", let's just say how bout you vow no more Channing Tatum films?! :P
The Projectionist February 11, 2012 at 02:40 AM
After the gross tonight I promise...no more Chatum Tatum's. Do I need to add Robert Pattinson to that list? That is no a problem. I will do that, but I get to keep Josh Hutchenson. The Hunger Games are coming you know and I may throw it into the Maple mix. Probably not, but the thought has crossed my mind.
Charles Gaba February 11, 2012 at 03:11 AM
For my part, I'd *love* to see some classic '70s & '80s movies on the big screen--how about an '80's Action series, with Die Hard, some cheesy Arnie/Stallone flicks (Commando and Rocky IV come to mind), etc. Or even some solid political dramas--Absent of Malice, All the Presidents' Men, etc? Oh, not sure if you saw my earlier response to you a week or so ago; yes, I did used to work with Ruth Daniels (I assume that's the Ruth you meant?).


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