I've always liked MetroMan's idea of moving the lobby to where Adidas is and vice versa.
I wish I had some CAD skills so that I could put out a drawing of my idea.
Essentially, the major problems with this building are a very confusing traffic flow and the complete lack of details in its interior design.
The existing lobby is very large but most of the area is unused. The major tentant, AMC's ticket windows are hidden behind the escalators and the rest of the area is dead space.
If the lobby were moved to Yonge, it would be wide, yet narrow in depth and open to 3 levels above. Space would be used more effectively. A person walking in off Yonge would see a criss cross escalators immediately in front of them on the back wall. It would be very easy to get a sense of space and where one must go to reach the level/store they want to go to.
This would leave the existing lobby to develop as a store. It's much larger than the Adidas store so moving them over would be attractive.
With regards to interior design, there basically is none right now. Not only are there no attractive details, the lighting is harsh and non conducive to permanence. People don't want to stay around in that kind of lighting. The Scotiabank Theatre's lobby lighting is soft and attractive. I'd like to see something of that sort here too.
What this building needs right now is an architect and an interior designer. Get that team together and throw some money into this and Entertainment Properties Trust would have a viable money maker in their portfolio.