On Thursday, Mayor Craig Ford announced a new luxury cinema experience to open at the Gadsden Mall later this year. The Premiere LUX Ciné will replace the 21-year-old Premiere Cinema with the assistance of tax incentives considered by the Gadsden City Council.
The theatre’s 16 auditoriums will be transformed to accommodate spacious leather electric recliners, each with a USB port and individual swivel tables for an all-new in-theatre dining experience. The luxury theatre's expanded menu will feature new options like gourmet burgers and pizza, "bottomless" self-serve beverage stations for unlimited refills, adult drinks and more.
The $3.4 million development is being funded privately by the Gadsden Mall and Premiere Cinemas, and the Gadsden City Council will vote next week on a sales tax abatement of up to $600,000 over ten years.
“The City of Gadsden is proud to land this luxury cinematic experience at the Gadsden Mall,” said Gadsden Mayor Craig Ford. “As we prepare to transform that entire corridor, this development will fit perfectly into what lies ahead. I look forward to seeing residents and visitors enjoy another new high-quality entertainment option in Gadsden."
"Once we finish with it, Gadsden will have the nicest cinema around," said Gary Moore, Premiere's chief executive officer. "It's really a new chapter in Gadsden's entertainment future."
Premiere's local director, Ada Woodard, recently helped the company open new LUX cinemas in Pell City and Birmingham. The company expects Gadsden's new luxury theatre experience to open before the end of 2024.
“We are extremely fortunate to offer our visitors a diverse selection of stores and the latest experiential concepts, and things are only improving with each passing year,” said Kaylie Johnson, General Manager of the Gadsden Mall. “This commitment for the long haul reinforces the mall’s status as the ultimate destination for daytime and evening shopping and entertainment. We are delighted with the support and enthusiasm we are receiving from the community.”
Premiere Cinema will continue operating without interruption during the upgrades, so audiences shouldn’t experience disruptions to scheduled showtimes. Half the auditoriums will be upgraded at one time while the other half stays open, then the renovations will switch sides.