Reimagining Entertainment in Royal Oak

Movies, gourmet food, bowling and a fresh manicure don't often mix. Bowl at Star Lanes or take in a film at the new Emagine theater in downtown Royal Oak, however, and there will be a manicurist on hand to fix bothersome nail chips and a kitchen to feed you. 

Call it "service that's being taken to a whole new level," said Paul Glantz, the CEO of Emagine Entertainment, which plans to open the Michigan-based company's sixth unique entertainment complex May 16 in downtown Royal Oak.

Emagine broke ground on the project in August at 11 Mile Road and Troy Street, just off Main Street. The finished complex now houses Star Lanes, also owned by Emagine, and 10 theater screens with stadium seating.

This will not be moviegoing and bowling as usual, Glantz emphasized.

"We really have spared no expense whatsoever," Glantz said in describing what Emagine will offer Royal Oak residents and the many other patrons he expects from around Metro Detroit because of the complex's central location.

Three nights of charity events and preview parties will precede the grand opening and ribbon-cutting at 5 p.m. May 16, at which time the complex will be open for regular business.

The goal always was to add to Royal Oak's already-vibrant downtown scene, said Ruth Daniels, Emagine's senior vice president for sales and marketing. "Royal Oak has such a great energy already," Daniels said. "Now people will have the option of commercial movies and bowling, which just adds to the Royal Oak experience."

The movie experience

Those going to see a movie at Emagine can expect state-of-the-art digital picture and sound in all 10 theaters, which vary in size from 345 seats to 90 seats. An evening adult ticket costs $9.75 while matinees before 6 p.m. run $5, and there are discounts for students and seniors. The movies scheduled to show on opening day include Thor, Priest, Something Borrowed, Bridesmaids, Fast Five, Water for Elephants, Rio and Hoodwinked Too! Hood vs. Evil.

Classic movie snacks such as popcorn and soft drinks are available, of course, but for those seeking more sophisticated fare, a 3,500-square-foot kitchen will prepare gourmet bar food such as portabella mushroom sliders and a "papparazzi burger" made with beef and short ribs.

Diners may enjoy their food before the movie at the many tables and booths within the complex, as well as in the individual theaters. Each theater is also outfitted with special leather recliners and tables that patrons may reserve in advance and where they can enjoy table-side service before the show starts. Those seats cost an additional $2.50 each, which is added to the price of the movie ticket. 

Beer and cocktails are also part of the mix and can be bought at the Skybox Lounge on the mezzanine level of the complex, which overlooks Star Lanes.

The bowling experience

The bowling experience at Emagine will include that manicurist on hand, as well as a concept called "concierge bowling," which means patrons will not have to go searching for the perfect bowling ball. Bowling ball "templates" will help guests find their perfect fit, and a staff member will then deliver the bowling ball to the patron's lane, cleaned and sanitized.

For guests who forget to wear socks, a new pair will be provided along with the shoe rental at no additional charge.

"We'll be embellishing the bowling experience with service and cleanliness like you've never experienced before," Glantz assured. 

In addition to 12 lanes of open bowling, four private lanes may be rented out for parties and special occasions. The experience will be "completely customizable," said Glantz, with large digital screens that can be uploaded with personal photos, music, etc., and the option of any type of catered cuisine. 

Preview parties and events

Here's a list of charity events leading up to the theater's opening:

• "A Star is Born," Friday: 6 p.m. VIP reception, 7 p.m. party. Proceeds benefit Variety Children's Charity of Detroit. Black tie. Tickets cost $150-$500. Las Vegas headliner Bob Anderson will perform his celebrity impersonation show. Movies, salsa band and dancing. For tickets or more information, contact Variety at 248-258-5511 or variety-detroit.com.
• "A Night to Emagine," Saturday:  7 p.m. Proceeds benefit the Judson Center and Gleaners Food Bank. Tickets cost $100 for movies, bowling and special activities such as a psychic and simulation rides. For tickets or more information, call 248-837-2027 or visit judsoncenter.org.
• "Emagine for Youth," Sunday:  From 1-4 p.m., family event with movies, popcorn and bowling. Tickets cost $15 in advance, $20 at door. At 5 p.m., movies, bowling and food served from Emagine kitchen and area restaurants. Tickets cost $35 in advance, $40 at door. Proceeds benefit the Boys & Girls Club of Oakland County and the Royal Oak Foundation for Public Education. For tickets to these events, visit 2011emagineforyouth.kintera.org.