If you’ve lived in the Twin Cities for more than five minutes, you probably remember the distinct vibe of the Showplace ICON St Louis Park. It wasn't just a movie theater; it was a whole mood. You’d walk into that sleek lobby at the Shops at West End, maybe grab a cocktail at the ICONic Lounge, and feel like you were actually getting your money’s worth for a night out.
Then things got weird.
One day you’re checking showtimes for a summer blockbuster, and the next, the "ICON" name is literally being scraped off the building. People were confused. Honestly, even some of the staff seemed caught off guard when the news broke in mid-2024. If you’ve been searching for why the Showplace ICON St Louis Park vanished or what’s sitting in that massive footprint now, here is the actual story without the corporate fluff.
The Sudden End of the ICON Era
Basically, the Kerasotes family—the folks behind the Showplace ICON brand—decided to get out of the theater game. This wasn't just a St. Louis Park thing. Their locations in Chicago and New Jersey faced a similar fate. On June 30, 2024, the doors officially "closed" as an ICON property.
It felt like a gut punch to regulars.
The ICON was famous for those heated recliners and the VIP sections where you could get a real meal delivered to your seat. It was the kind of place where you didn't have to worry about a teenager kicking your chair because, frankly, the tickets were pricey enough to keep the atmosphere somewhat adult.
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But it didn't stay dark for long.
Enter Marcus Theatres
The building wasn't destined to become a giant Spirit Halloween. Within days of the closure, Marcus Theatres stepped in and took over the lease. They reopened the doors on July 8, 2024, under a new name: Marcus West End Cinema.
If you go there today, it’s mostly the same physical space, but the "soul" of the operation has shifted to the Marcus way of doing things. For some, this was a win because Marcus brought in their "Value Tuesday" deals. For the ICON purists? It was a bit of a letdown to lose that specific, high-end boutique feel.
What’s Actually Different Now?
You might be wondering if it's worth the drive to the West End now that the ICON branding is gone. Kinda depends on what you value.
1. The Loyalty Program Drama If you had a bunch of points with ICON, those are gone. However, Marcus tried to play nice by offering ICON members a way to bridge over to their "Magical Movie Rewards" program. It’s a different system, more focused on free popcorn and $6 tickets on Tuesdays rather than the old-school ICON perks.
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2. The Food and Drink Situation Marcus kept the kitchen and bar, but the menu isn't a carbon copy. The ICONic Lounge was rebranded. You can still get a drink and take it into the theater—thankfully—but the "Kitchen" aspect has been folded into the Marcus "Bistro" style of service.
3. The Screen Quality The tech didn't change overnight. The wall-to-wall screens and the Dolby Atmos sound systems that made Showplace ICON St Louis Park a tech-lover's dream are still there. Marcus inherited a very high-spec facility. They didn't need to rip out the projectors to make it work.
Is the VIP Experience Still a Thing?
Sorta. The "VIP" tiers that ICON pioneered—where you had restricted seating areas for adults—have been modified. Marcus tends to be more egalitarian with their seating, though they’ve kept the luxury recliners because, let's be real, no one is going back to standard stadium seating in 2026.
Why the ICON Model Ultimately Failed
The truth is, the "luxury cinema" market got crowded. When ICON opened in St. Louis Park back in 2009, they were the only ones doing it. Now? Every AMC has recliners. Every local theater has a bar.
Kerasotes Showplace Theatres was a smaller chain, and they simply couldn't compete with the massive loyalty footprints of Marcus or AMC. They were a boutique operation trying to survive in a world of giants. By the time 2024 rolled around, the overhead of maintaining that high-end experience at the West End was likely too much to sustain without a massive corporate backbone.
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What You Should Do Before Your Next Visit
If you haven’t been to the West End since the name change, here’s how to handle the transition like a pro:
- Check the App: Don't look for an ICON app. It’s dead. Download the Marcus Theatres app if you want to book seats in advance.
- Tuesday is Your Friend: If you’re cheap (no judgment), Tuesday is the day. The West End Cinema gets packed on Tuesdays because of the $6 deals, so book early.
- The Parking Hack: The parking ramp at the West End is still a maze. If you’re heading to the theater, try to park on the third level of the ramp—there’s a skyway that leads you right toward the entrance so you don't have to dodge traffic on West End Blvd.
- Staff Continuity: Fun fact—Marcus actually hired most of the original ICON staff during the transition. If you had a favorite bartender or server, there’s a solid chance they’re still there, just wearing a different polo shirt.
The era of Showplace ICON St Louis Park as we knew it is over, but the theater itself remains one of the best places in the metro to catch a movie. It’s just a little less "exclusive" and a little more "suburban staple" now.
Actionable Next Steps
If you're planning a trip to the West End this weekend, start by checking the current showtimes on the Marcus Theatres website rather than third-party aggregators, which sometimes still list the old ICON name. If you were a former ICON loyalty member, bring your old account info to the box office; while the points don't transfer, they often have "welcome" offers to get you started on the Marcus rewards program. Finally, make sure to validate your parking inside the lobby to avoid any surprise fees in the West End ramps.