I'm pretty sure I still like AMC better, but this theater is growing on me. I can't stand the west side Marcus location. The popcorn is terrible and everything is so old looking. They made it a little better with the updates to the seats, but it's still all so grungy feeling. Palace's popcorn is much better, but still not as good as AMC's. I'm thankful this place made all of the local theater's step it up. If only for that they have my business.
I'm starting to hit this place up every Thursday for the $5 student movies and free popcorn. The employees humor my boyfriend's weird humor and it's never been a bad experience. $5 for a movie and small popcorn plus the ability to pre-buy my tickets on the app and pick my seats make this worth while. Still not the best place I've been to (AMC is a bit better and there are some great places in Milwaukee), but man is it close. It's nice to regularly go to the movies after so many years.
I'll still probably be hitting up midnight releases at AMC due to the IMAX option, but if you don't care about IMAX it probably won't make a difference to you.
They also have a $5 Tuesday deal for anyone, pretty sure.