Cinemark Movies 10 in Plano is closing as a dollar movie theater. It'll reopen as a first-run movie theater with recliner seats in fall 2019.

Cinemark Movies 10 in Plano is closing as a dollar movie theater. It'll reopen as a first-run movie theater with recliner seats in fall 2019.

Brian Elledge/Staff Photographer

Plano's only discount movie theater, Cinemark Movies 10, is changing.

The 10-screen moviehouse at Coit Road and W. Park Boulevard closed in late July 2019. When it reopens this fall, it'll be a renovated, first-run movie theater with luxury recliners.

It will no longer be a movie theater showing films for just a few bucks. The new movie prices are not yet finalized, says a spokesperson.

8 D-FW movie theaters where you can get food served at your seat 

The theater opened in 1994 and got the nickname the "dollar theater" because of the $1 movie tickets it sold before 6 p.m. (Tickets cost $1.50 after 6 p.m., according to a story in The Dallas Morning News from 1994.) Since its debut in the '90s, the movie theater showed older movies — ones that ended their first run at most of the other movie theaters but were still marketable to an audience willing to pay a discounted price.

The movie theater hasn't gotten a transformative renovation in its 25 years open, says James Meredith, senior vice president for marketing and communications for Cinemark.

While many still refer to the Plano movie theater as "the dollar theater," movies don't cost a buck anymore. Its latest pricing structure was more like $2 per movie ticket — still, a big discount. For perspective, seeing a new movie today at Cinépolis in Dallas can cost $15.50 for an adult. At iPic, another luxury theater, a premium seat can go for $25. Neither of those theater chains are related to Cinemark.

Meredith calls the Plano movie theater "truly a neighborhood and community-favorite theater. What we kept hearing over and over from our guests is ... [they wanted] upgrades, from a technology standpoint."

"And they wanted the newest movies as well."

Cinemark is based in Plano, and the company operates two other movie theaters in its home city. 

The company operates 540 theaters worldwide, 18 of which remain as discount theaters. Two of those are in North Texas: Cinemark Hollywood USA Movies 15 in Garland and Cinemark Movies 8 in Lewisville. At those theaters, matinee tickets cost about $1.75 to $2 each; evening movies bump up to $2.25.

Discount theaters are becoming more rare. Studio Movie Grill, which is headquartered in North Texas like Cinemark is, does not operate discount theaters. Neither does Alamo Drafthouse, based in Austin. AMC Theatres in Kansas has a handful of them, says a spokesperson, including one in Mesquite.

The made-over movie theater in Plano is expected to open in mid-October, before a rush of hot films like Frozen II, Jumanji: The Next Level and Star Wars: The Rise of Skywalker debut.

New Cinemark movie theater is getting into the pizza business

The theater will show big-budget, new films as well as new independent movies, Meredith says. Beyond the redone auditoriums with reclining, heated seats, the theater will also get new concessions items and a bar with beer, wine and frozen cocktails. It's the first time this Plano movie theater will sell alcohol.

Although it won't be a discount theater, Meredith says it will offer senior-citizen pricing on Mondays, matinee tickets, and discounts on Tuesdays (which, generally, refer to tickets that cost about $5). The company also has a membership called Cinemark Movie Club, which costs $8.99 per month and includes one free movie ticket per month, 20% off of concessions, and waived online fees. He says 800,000 people have joined the program.

Meredith says of the Plano movie theater's facelift: "Not only does it have the enhancements, the upgrades and the movies, but if you're looking for a discount, there are discounts there as well."

For more news in Plano, check out guidelive.com/the-burbs.

What's Happening on GuideLive