The Evolving Entertainment Landscape: Peninsula Town Center's Cinematic Journey

The movie theater at Peninsula Town Center in Hampton, Virginia, has undergone a remarkable transformation over the past 14 years, reflecting the dynamic nature of the entertainment industry. From its initial incarnation as CineBistro, a high-end dining and movie experience, to its subsequent iterations as Peninsula Movie Bistro and Studio Movie Grill, the venue has continuously adapted to meet the changing preferences of moviegoers. Now, with the abrupt closure of EVO Entertainment, the latest chapter in this cinematic saga has come to a close, leaving the community to wonder what the future holds for this once-vibrant entertainment hub.

Redefining the Movie-Going Experience

The Rise and Fall of CineBistro

When CineBistro first opened its doors in June 2010, it promised to elevate the traditional movie-going experience. Developed by a Birmingham, Alabama-based theater company, the roughly 50,000-square-foot complex offered a unique blend of cinema and dining. Moviegoers were treated to eight theaters featuring 40-inch leather seats with swing-away dining tables, allowing them to indulge in an upscale menu that included salmon, steak, wine, and cocktails. The venue was initially open only to those 21 and older after 8 p.m., catering to a more sophisticated audience.

The Transition to Peninsula Movie Bistro

In July 2017, the complex underwent a significant transformation when it came under the management of Knoxville, Tennessee-based Phoenix Theatres Entertainment. The company installed electric recliner seating and call buttons, enhancing the comfort and convenience of the moviegoing experience. The bowling venue, Score Bowling, remained in operation, and the company also added theater-type food options, including soft pretzels, hot dogs, and flatbread pizzas. Under Phoenix's management, the venue lowered its age policy, making it more family-friendly.

The Arrival of Studio Movie Grill

Less than two years later, the movie theater was once again under new management. In February 2019, Studio Movie Grill, a Dallas-based company known for its in-theater dining concept, opened its first location in Virginia within the Peninsula Town Center establishment. The company maintained the existing facility, continuing to offer the in-theater dining experience that had become a hallmark of the venue.

The Pandemic's Impact and the Rise of EVO Entertainment

The COVID-19 pandemic had a significant impact on the movie theater industry, and the Peninsula Town Center location was no exception. In March 2020, Studio Movie Grill temporarily closed all of its locations, including the Hampton location, which remained shuttered for an extended period.It was not until May 2022 that the venue was revived, this time under the management of EVO Entertainment Group. The Texas-based company opened an eight-screen venue, renovating the theater and bowling alley and adding an arcade. The Hampton location marked EVO Entertainment's expansion outside of its home state.

The Abrupt Closure of EVO Entertainment

The latest chapter in the Peninsula Town Center movie theater's history came to an abrupt end on June 17, when EVO Entertainment closed its doors. Attempts to reach the Austin, Texas-based management group through its website, phone, and email were unsuccessful, leaving the community with unanswered questions about the reasons behind the sudden closure.

The Rebranding of EVO Entertainment

In the aftermath of the Hampton location's closure, the EVO Entertainment Group has undergone a rebranding, now operating under the name Elevate. The company's website now lists only 12 cinemas in its charge, with the Hampton location no longer featured, signaling a shift in the company's strategic direction.The closure of EVO Entertainment at Peninsula Town Center marks the latest chapter in the venue's evolving story, leaving the community to wonder what the future holds for this once-vibrant entertainment hub. As the entertainment industry continues to adapt to changing consumer preferences and market conditions, the Peninsula Town Center movie theater's journey serves as a testament to the resilience and adaptability required to thrive in this dynamic landscape.