Sundance in West Loop?

Thomas Corfman in Crain’s Chicago Business reports on a rumored new art house cinema in the West Loop:

bq. Sundance Cinemas LLC is close to signing a letter of intent to open a six- to eight-screen theater in a 266,000-square-foot, multistory development proposed… at 1137 W. Jackson Blvd… Called Metro Center 290, to play up the location along Interstate 290, plans for the project also include a specialty grocery store and a health club.

Not necessarily any closer to me than the Music Box or Landmark’s Century Centre, but at least on the Blue Line (a block from Racine/Congress). Yet… why not at Block 37?