Studio 28
Studio 28 was a pioneering multiplex cinema complex in Wyoming, Michigan, known for its scale, technological features, and role in the development of American multiscreen theaters.
Last updated August 31, 2026
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Overview
Studio 28 was a large American cinema complex in Wyoming, Michigan, near Grand Rapids. It was founded by theater operator Jack Loeks and opened on Christmas Day in 1965 with a single 1,000-seat auditorium. The venue became one of the most significant early multiplexes in the United States as it expanded repeatedly, eventually reaching 20 screens, 6,145 seats, and approximately 125,000 square feet of floor space. The site had a longer entertainment history before Studio 28 opened. Loeks had acquired an abandoned gravel pit on 28th Street and converted it into the Beltline Drive-in, the Grand Rapids area's first drive-in theater, in 1948. The drive-in eventually included three screens, space for as many as 850 vehicles, children's attractions, miniature golf, and a driving range. Its car parks later also hosted a flea market. The indoor cinema was developed alongside this earlier operation and inherited its location on a major commercial road. Studio 28's first major transformation came in 1967, when a second auditorium called the Little Studio was added. The venue thereby became the first multiplex in the eastern half of the United States, according to the cited historical account. The additional screen allowed the operator to balance mainstream releases with children's films, niche titles, or films intended for different age groups. Further expansions brought the complex to six screens in 1976 and 12 screens in 1984. The 1984 project added computerized ticketing, increased capacity to roughly 4,000 seats, and supported a policy of keeping a G-rated film available at all times. A final major expansion was completed in December 1988. Studio 28 then had 20 screens, the largest number in the United States at the time, and introduced THX-certified sound. It was described as the world's largest multiscreen cinema complex by area and became the flagship property of the Loeks theater business. The site recorded 16,000 admissions in one day on November 29, 1990, during the opening period of Home Alone and Dances with Wolves. Annual attendance reached roughly 1.5 million in 1994 and peaked at about 1.7 million in 1996. The complex's distinction was eventually overtaken by larger competitors, including AMC Grand 24, which opened in 1995. Studio 28 remained substantial in both seating capacity and physical area, but the broader cinema market was changing. Home video reduced some family theater visits, while new multiplexes built by Loeks and by Cinemark divided the regional audience. Nearby retail development also shifted commercial activity away from Wyoming's older retail center. Attendance fell sharply during the 2000s. Around 550,000 people visited in 2006, and approximately 400,000 attended in 2007. Management attempted to broaden the venue's commercial appeal by securing a liquor license and planning to convert one auditorium into a banquet hall, but these measures did not reverse the decline. Studio 28 closed on November 23, 2008, showing Madagascar: Escape 2 Africa as its final film. The building remained vacant after closure. Wyoming officials condemned it in December 2013 because of an unstable roof and other hazards, and the structure was demolished in March 2014. The adjacent 28th Street Flea Market continued until 2019. Bricks from the former complex and its large Studio sign were later incorporated into Studio C, a theater in downtown Grand Rapids. The Loeks family's cinema activities continued through Celebration Cinema locations elsewhere in Michigan, but the Studio 28 brand itself is defunct.
History
Studio 28 grew from Jack Loeks's theater operations in the Grand Rapids area. In 1948, Loeks transformed an abandoned gravel pit on 28th Street in Wyoming into the Beltline Drive-in. The drive-in opened with a large screen and parking for roughly 600 cars, later expanding to three screens and capacity for about 850 vehicles. It also added family attractions, while the parking area eventually became the site of a long-running flea market. The indoor Studio 28 opened on December 25, 1965, with one 1,000-seat auditorium. In 1967, Loeks added the Little Studio, creating an early two-screen multiplex. The second auditorium enabled differentiated programming, such as children's features alongside films aimed at older or more specialized audiences. The complex expanded to six screens in 1976 and to 12 screens in 1984. The latter project increased capacity to approximately 4,000 seats, introduced computerized ticketing, and established a policy of maintaining a G-rated film in the program. The Beltline Drive-in closed in August 1987 as the property was prepared for another Studio 28 expansion. That expansion was completed in December 1988, producing a 20-screen complex with 6,145 seats and approximately 125,000 square feet of space. THX sound was added, and Studio 28 was recognized as the largest multiplex in the world by area and the leading U.S. theater by screen count. The complex became a defining property of Jack Loeks Theatres Inc. and an important example of the large regional multiplex model. Studio 28 experienced particularly strong attendance during the early 1990s. It served 16,000 guests on November 29, 1990, and drew about 1.5 million visitors in 1994. Its national screen-count record ended in 1995 when AMC Grand 24 opened. Even after losing that distinction, Studio 28 retained an unusually large number of seats and extensive floor space. Renovations in 1999 gave nearly all auditoriums stadium seating, with the exception of the original 1,000-seat Theater One. The business weakened during the 2000s. The growing convenience of home video reduced some theater visits, while Loeks-owned Celebration Cinema sites and new Cinemark multiplexes at RiverTown Crossings Mall and Woodland Mall increased competition. Retail activity also moved away from the area around Studio 28. Attendance fell from its 1990s high to about 550,000 visitors in 2006 and roughly 400,000 in 2007. Management obtained a liquor license and considered converting one auditorium into a banquet hall, but the revival effort did not prevent closure. Studio 28 ended operations on November 23, 2008. The city of Wyoming condemned the vacant structure in December 2013 because of roof instability and other hazards. Demolition followed on March 25, 2014. The flea market in the former parking area continued until July 2019 before redevelopment plans ended it. Material from the theater, including bricks and its sign, was later reused at Studio C in downtown Grand Rapids. The Loeks family's broader cinema business continued through Celebration Cinema locations, but Studio 28 was not reopened.
- 2014
Building demolished
[1]The condemned former cinema structure was demolished.
- 2008
Studio 28 closes
[1]The cinema ceased operations on November 23 after years of declining attendance.
- 1999
Stadium-seating renovation
[1]Most auditoriums were renovated with stadium seating, excluding the original Theater One.
- 1990
Single-day attendance record
[1]The cinema welcomed 16,000 guests in one day.
- 1988
Twenty-screen complex completed
[1]The final expansion established Studio 28 as a 20-screen, 6,145-seat cinema with THX sound.
- 1987
Beltline Drive-in closes
[1]The original drive-in ceased operations as the property was prepared for Studio 28's next expansion.
- 1984
Twelve-screen expansion
[1]Studio 28 expanded to 12 screens, added computerized ticketing, and reached approximately 4,000 seats.
- 1976
Complex expands to six screens
[1]The expansion allowed extended runs of blockbusters while retaining screens for new releases.
- 1967
Second auditorium creates an early multiplex
[1]The Little Studio was added, allowing separate programming on two screens.
- 1965
Studio 28 opens
[1]The indoor cinema opened on Christmas Day with one 1,000-seat auditorium.
Products and positioning
A large-scale, family-oriented regional multiplex positioned around selection, capacity, technical presentation, and entertainment amenities. At its peak, Studio 28 was marketed and remembered as a landmark cinema complex and a symbol of multiplex expansion.
Cinema services · 1965
Multiplex film exhibition
Studio 28's principal offering was theatrical exhibition across a growing collection of auditoriums. Its programming combined major commercial releases with children's films and titles for niche audiences. At its largest, the complex provided 20 screens and 6,145 seats, enabling multiple films and showtimes to operate simultaneously.
Cinema technology · 1988
THX-equipped cinema presentation
The 1988 expansion introduced THX sound to the complex. This positioned Studio 28 as a technically ambitious destination as well as a high-capacity theater, emphasizing improved audio presentation during the period when large multiplexes were competing through scale and amenities.
Leisure entertainment
Arcade and Showscan attractions
Beyond film screenings, Studio 28 included an arcade area and a simulator attraction using Showscan technology. The ride lineup included Street Luge, Devil's Mine Ride, Cosmic Pinball, and Street Fighter II Ride, adding an amusement component to the cinema visit.
Brand decisions
2008
Close the Studio 28 complexStrategyBackground
The venue's visitor base had contracted sharply from its 1990s peak amid intensified local competition and changing moviegoing habits.
Action taken
Operations ended on November 23, 2008.
Aftermath
The building remained vacant, was condemned in 2013, and was demolished in 2014.
2007
Attempt to broaden the venue's revenue baseStrategyBackground
Attendance had fallen substantially because of home viewing, nearby competing multiplexes, and changes in the regional retail center.
Action taken
Studio 28 obtained a liquor license and announced plans to convert one auditorium into a banquet hall.
Aftermath
Attendance continued to decline, reaching approximately 400,000 visitors in 2007, and the complex closed the following year.
1988
Expand the complex to 20 screensGeneration changeBackground
Studio 28 was being developed as a high-capacity regional destination capable of running blockbusters and a broad supporting program at the same time.
Action taken
The operator completed an expansion to 20 auditoriums, 6,145 seats, and approximately 125,000 square feet, adding THX sound.
Aftermath
The complex became the largest U.S. theater by screen count and was described as the world's largest multiplex by area.
Recent events
- 2014
Former Studio 28 building is demolished[1]
Other
After being condemned for structural and safety concerns, the former theater building was demolished.
- 2008
Studio 28 closes after a prolonged attendance decline[1]
Bankruptcy
The cinema closed on November 23 after regional competition, changing viewing habits, and falling attendance weakened the business. Madagascar: Escape 2 Africa was its final presentation.
- 1996
Studio 28 attendance peaks[1]
Other
Annual attendance reached approximately 1.7 million visitors, the complex's reported peak.
- 1995
AMC Grand 24 surpasses Studio 28 in screen count[1]
Other
AMC Grand 24 became the largest movie theater in the United States by screen count, ending Studio 28's national distinction, although Studio 28 remained larger in seating capacity and floor area.
- 1990
Studio 28 records a 16,000-visitor day[1]
Other
The cinema set a single-day attendance record during the opening period of Home Alone and Dances with Wolves.
- 1988
Studio 28 reaches 20 screens and becomes a leading American multiplex[1]
Product generation
The completed expansion gave Studio 28 20 screens and made it the largest U.S. cinema by screen count at the time. The project also introduced THX sound and reinforced the complex's status as the Loeks company's flagship property.
Sources1 sources
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