Studio Movie Grill Northwest Highway

10110 Technology Boulevard East,
Dallas, TX 75220

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AmStar Cinemas 14 Dallas (Photo by Lindsay Jones)

The Grand 24 opened May 19, 1995 with a total seating capacity for 4,900 in its 24 screens. It was the first megaplex theatre built in the United States. It holds several attendance records many that are unatainable now. In its first year of operation it drew 2.8 million people. It also holds the highest single day attendance of over 21,000 people.

Today its location and the presence of other theatres nearby have pulled its attendance down significantly, but its still a nice theatre to still see movies at without the crowds.

AMC closed the Grand 24 on October 31, 2010, after letting the 15 years lease lapse. It was reopened on October 14, 2011 by Southern Theatres, with 14 screens. It was closed again August 30, 2013.

Taken over by Studio Movie Grill, it was renovated to the plans of architectural firm NCA Partners and reopened on December 16, 2013.

Contributed by Tyler Young

Recent comments (view all 25 comments)

John Fink
John Fink on September 12, 2013 at 11:34 pm

Now closed – or at least off the AmStar’s website?

rivest266 on September 30, 2013 at 2:00 pm

Last day of performances: August 30th, 2013.

Scott Neff
Scott Neff on October 1, 2013 at 3:57 pm

Soon to be the Studio Movie Grill Dallas.

dallasmovietheaters on January 20, 2014 at 7:12 am

The $18 million AMC Grand was built by Entertainment Properties Trust (EPT) in a warehouse district of Dallas not far from what was once considered restaurant row. The 24-screen megaplex revolutionized theater business and inspired 24+ screen movie theater in urban markets around the nation. Expecting 1.5 million customers its first year, the Grand doubled its clientele. So successful was the concept that four “Gourmet Cinema” auditoriums playing independent and foreign films and one screen playing interactive Interfilm Technology releases such as “Ride For Your Life” were quickly repurposed as additional screens for blockbuster, multi-screen releases within just three weeks of the complex’s opening. AMC knew it had a blockbuster, itself, in the Grand concept.

The 85,000 square foot theater bucked the DFW trend by General Cinema to simply add a multiplex near the footprint of another successful multiplex as they had at Redbird Mall, Town East Mall, Richardson, Irving Mall, Carollton, and others in the area. The Grand’s stadium seating in all 24 houses, multichannel audio in all houses, and 13-acres of exclusive parking with valet was a destination finding people driving as much as an hour to come to that theater. With showings in the early morning and shows into the late hours, patrons likely showed up without paying close attention to the showtimes for the opening weekend of a smash hit. AMC replicated the success in DFW with the 30-screen Mesquite, 30-screen Grapevine Mills, and 24-screen Stonebriar. Meanwhile, 10-16 screen plexes opened all over the metro area by operators including AMC, United Artists, and Cinemark which along with the 24+ screen theaters would blunt the destination status of the Grand.

The uniqueness of the Grand was gone and the momentum of restaurants hopping across to the area and having success was on the downward slope as the first decade of the 2000s was closing. Restaurants and nightspots near the Grand were closing and restaurant row was in retreat, as well. The Grand’s parking lot was often virtually empty on weekdays and the writing was on the wall for the property. EPT had built 95 other megaplexes built during the ‘plex boom period but suffered its first non-renewal when AMC decided to walk away from the Grand as its 15-year lease lapsed. Almost unthinkable ten years earlier that this significant theater could have fallen so far so fast, but it was true. On Halloween 2010, AMC said “trick” and no treat closing up shop hastily. Its lease officially lapsed at the end of November as it carted its possessions away.

EPT found a new operator in Southern Cinemas who shockingly decided to spend millions of dollars to re-tool a portion of the space as the downsized 14-screen AmStar Grand Theatre 14. And almost equally shocking was that another person thought that a Toby Keith’s I Love This Bar & Grill would thrive in the other section of the complex. Southern Cinemas found Grand Opening festivities ominous as employees in tuxedos and security guards well outnumbered patrons with many of the advertised shows simply not playing on the second day of the Grand grand re-opening celebration. Things didn’t ever improve as the theater – despite high technology and dependable presentation – was a quick casualty limping badly to a two-year ending. A challenging environment for the once-king of the Dallas box office. Further, the theater housed the area’s only motion-controlled seating with its D-Box installation so Dallas/Fort Worth was motion-seat-less, to boot. Toby Keith’s Bar was also a casualty closing at the end of 2013 despite signs indicating that a re-opening was possible.

Surprisingly, Studio Movie Grill decided to take a stab at rekindling the magic quickly retrofitting the EPT Grand property as a dining-experience theater and opening just months later on December 16, 2013. The Studio Movie Grill Northwest Highway was hoping to somehow buck the trend of a faded cinema treasure location.

Zootopialover98 on August 21, 2016 at 2:22 pm

AMC theatres should not have closed the Grand 24 since to me it looks like a huge waste of screens

Zootopialover98 on May 26, 2017 at 5:17 pm

AMC Theatres should buy back this theatre and call it AMC Dine in Northwest Highway 14 maybe one day it will

Zootopialover98 on May 27, 2017 at 8:07 pm

hey @dallasmovietheatres can you upload the grand opening ad of when this was an amc

rivest266 on June 23, 2017 at 2:15 pm

I am also on a lookout for this very important ad. Somebody in Dallas, head to that microfilm reader and snap a photo!

rivest266 on May 10, 2018 at 6:18 pm

Looks like I beat the locals. Uploaded the grand opening ad from the FW telegram. Can be found in the photo section.

Zootopialover98 on May 13, 2018 at 1:10 pm

Wow thanks rivest266

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