1944 - Foto Newsreel Theatre Opens 
Jack Loeks opened the Foto Newsreel Theatre in downtown Grand Rapids, bringing wartime newsreels to a community when moving images felt more like magic than media.   
 
1948 — Hollywood Comes to Midtown 
Locked out of studio-controlled film distribution, Jack challenged the system in court—and won. The newly named Midtown Theatre began showing Hollywood films, proving independent theaters could compete with national circuits. 
 
1965 — Studio 28 Debuts 
The man had a gift. On Christmas Day 1965, Jack Loeks made his boldest move yet by opening a single screen, thousand-seat movie house adjacent to the Beltline Drive In, named Studio 28.  
 
1968 — Auto-Cine Is Introduced 
Auto-Cine reimagined theater operations through automation, reducing costs while maintaining quality. The concept spread across Michigan and later merged into Jack Loeks Theatres. 
 
1984–1988 — Thinking Bigger 
Studio 28 expanded steadily, becoming the largest theater in the world at 12 screens. In 1988, it evolved again, reopening as the world’s first 20-screen megaplex. 
 
1997 — Celebration Cinema Launches 
Sound familiar? Under John Loeks’ leadership, the Celebration Cinema brand was introduced and opened a first location in Benton Harbor. Stadium-tiered seating was added mid-construction, making it the first of its kind east of the Mississippi. 
 
1998–2008 — Growth Across Michigan 
Celebration Cinema expanded across West and Central Michigan, introducing stadium seating, IMAX, and thoughtfully designed sites with easy access and parking. Celebration Cinema North became a hub for education, partnerships, and philanthropy. 

 2007 — Film Gives Way to Pixels 
Celebration Cinema joined the first 10% of U.S. theaters to adopt digital projection. The final 35mm film, The Secret Life of Walter Mitty, was presented in 2014, though 70mm IMAX remains ready for filmmaking purists.  

2008–2012 — Refining the Experience 
During the recession, the company focused inward—strengthening service, transparency, and operational excellence through Celebrated Service training. 

2012 — Reimagining the Theatre 
The Studio C theatre in Okemos became a testing ground for food, beverage, reserved seating, and service innovations. The most successful ideas were rolled out across the company.  
 
2012 — Luxury Recliners Arrive 
Sit (further) back and enjoy the show. Best-in-class heated recliners became standard across new builds and renovations, redefining comfort in moviegoing. 

2012 – More Than Popcorn 
Full kitchens and liquor licenses expand the food & beverage offerings with new theatres and renovations.  Now you can sit back in your comfy recliner, pull out a tray table, and enjoy a full meal with your movie. 

2017 – Reserve Your Favorite Seat 
No more standing in hours-long lines!  You can now reserve your favorite seat when you purchase a movie ticket.  Reserved seating also paves the way for direct-to-seat delivery of your favorite movie snacks. 

 2019 — Studio Park Opens 
Studio Park brought Celebration Cinema back to downtown Grand Rapids with a fully integrated entertainment destination—cinema, concert venue, dining, housing, hotel, and parking. 
 
2023 — C Premium Launches 
C Premium delivers a top-tier experience with giant screens, Dolby Atmos sound, 4K laser projection, and luxury recliners.