Violet Crown Cinema in Austin. The art house microchain is being acquired by another Austin-based firm, Evo Entertainment Group (Photo by John Anderson)

Two Austin-based cinema chains are merging into one with the announcement that Evo Entertainment Group is taking over the Violet Crown Cinemas art house microchain.

Evo Entertainment, which is being rebranded as Elevate Entertainment Group, currently operates 15 cinemas: seven under the Evo brand; another seven as Showbiz Cinemas, with locations in Texas, Florida, and Oklahoma; and the Times Square Grand Slam entertainment complex in Tyler. The firm also plans to open another four locations, separate to the Violet Crown deal.

Under the proposed deal, expected to be completed by December, they will acquire all four Violet Crown locations (Austin; Dallas; Charlottesville, Va.; and Santa Fe, New Mexico). All locations will retain their old name and continue their arthouse programming.

Mitch Roberts, founder and CEO of EEG, wrote in a statement, “Today’s news marks a significant milestone in the pursuit of our long term vision for the future of cinema and entertainment. As an Austin local, Violet Crown is a brand close to my heart and I am honored to be trusted with the task of preserving and expanding their legacy.”

Violet Crown was founded in Austin in 2011 by Bill Banowsky, founder of Magnolia Pictures and former CEO of Landmark Theatres. It’s not the first time that one of his cinemas has become part of the Evo portfolio: in 2020, his 14-screen Sky Cinemas theatre in Dripping Springs lost its lease (one of the earliest businesses to close due to the Covid pandemic) and the location opened as Evo Cinemas Belterra that June as the growing chain’s seventh location.

Banowsky announced in a statement that he will remain an equity shareholder of EEG, adding, “Our journey with Violet Crown has been extraordinary. We’ve cultivated a unique moviegoing experience that caters to film lovers, and that remains unchanged. I am confident that this acquisition will continue to bring the best film experience to the community, and am grateful that we found a team with the resources, passion, and vision to take Violet Crown to the next level.”