You’ve probably seen the glowing red sign while driving down Veterans Parkway. It’s hard to miss. The Cinemark Century East at Dawley Farm—or just the "Dawley Farms theater" if you’re a local—is basically the anchor of the east side's entertainment scene.
Honestly, it’s a bit of a survivor. When it opened back in 2009, people weren’t sure if the east side could handle a massive multiplex. Lloyd Companies actually finished the build three weeks early just to make sure they could catch the opening night of the latest Twilight movie. Since then, it’s become the go-to spot for everyone living in the rapidly growing 57110 zip code.
But here’s the thing. Most people just show up, grab a bucket of popcorn, and head to their seat without realizing how different this place is compared to the older theaters across town. If you’re used to the cramped aisles of the 90s-era cinemas, this place is a total vibe shift.
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Why the Dawley Farms Theater Actually Matters for Sioux Falls
For a long time, if you wanted to see a blockbuster in Sioux Falls, you were heading west. You were fighting traffic on 41st Street or Louise Avenue. When the dawley farms theater landed at 1101 South Highline Place, it fundamentally changed how the city moved.
It wasn't just about movies. It was about the east side finally getting its own "downtown" feel. Today, the theater is surrounded by spots like Buffalo Wild Wings and Crumbl Cookies, making it the literal center of a night out.
But it’s not just about convenience.
The tech inside those walls is a major step up. We’re talking about 12 screens of digital projection. It’s the kind of place where you don't just "watch" a movie; you sort of get absorbed by it. Especially if you’re in one of the 3D-capable auditoriums.
The Recliner Revolution and What to Expect
If you haven't been in a few years, the biggest change is the seating.
The "Luxury Loungers" are basically oversized electric recliners. They have extendable footrests and enough space that you aren't knocking elbows with the stranger next to you.
- Heated Seats: Some of the loungers are actually heated. This is a game-changer during a South Dakota January.
- Reserved Seating: Gone are the days of sending one friend early to throw jackets over five seats. You pick your spot when you buy the ticket.
- The "Gap" Factor: Because the seats are so big, there’s a lot of space between rows. You can actually walk past someone without them having to stand up.
Dealing with the Crowds
Since this is the only major theater on the east side, it gets packed. Like, really packed.
If you're planning to see a Marvel flick or the latest Disney release on a Friday night, don't just wing it. Use the Cinemark app. People get pretty protective over their reserved seats here. I've seen more than one awkward confrontation because someone sat in "their" Row F, Seat 7.
The Concession Stand Strategy
Let's talk about the food. It's expensive. We all know that. That’s just the "movie tax" we pay for the experience.
However, the Cinemark Century East at Dawley Farm has a fairly efficient setup. They’ve got the Coca-Cola Freestyle machines, which means you can make that weird mix of Cherry Vanilla Coke and Mello Yello that you’d never drink anywhere else.
They also do mobile ordering for snacks. You can literally order your popcorn from your phone while you're sitting in traffic on Highway 42 and pick it up when you walk in. It's a lifesaver if you're running five minutes late.
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Accessibility and Special Features
One thing most people overlook is how well this theater handles accessibility.
They use specialized tech for guests who are hard of hearing or have visual impairments. You can request Closed Captioning devices or Assisted Listening headsets at the guest services desk.
They also host "Private Watch Parties." Basically, you can rent out an entire auditorium. It’s surprisingly popular for birthdays or even just groups of friends who want to yell at a scary movie without getting kicked out.
What Most People Get Wrong About Dawley Farms Theater
There’s a common misconception that all the "good" tech is at the Cinemark 14 and XD on the west side.
While the west side has the XD (Extreme Digital) large-format screen, the Dawley Farms location is often cleaner and has a more modern lobby layout. The staff here is generally pretty chill, though they do get overwhelmed during the "Barbenheimer" level events.
Another weird myth? That the showtimes are always the same.
Actually, the Dawley Farms theater often leans more into family-friendly matinees and specific "event" screenings like Fathom Events (think old movie anniversaries or Metropolitan Opera broadcasts) because of the demographics of the surrounding neighborhoods.
Actionable Tips for Your Next Visit
If you want the best experience at the dawley farms theater, do these three things:
- Join the Movie Rewards Program: It’s free. Even if you only go twice a year, the points for those $8 tubs of popcorn add up fast.
- Check the Tuesday Prices: Cinemark does "Discount Tuesdays." It’s significantly cheaper than any other day of the week, though the lobby usually looks like a zoo.
- Arrive 20 Minutes Early: Not for the seats—those are reserved—but for the parking. The lot at Dawley Farm Village is shared with other major retailers, and finding a spot near the front door on a weekend is basically an Olympic sport.
When you’re done with the movie, you’re right there. You can walk over to any of the nearby restaurants or do a quick Target run. That’s the real appeal. It’s not just a theater; it’s a piece of a much larger afternoon out on the edge of Sioux Falls.