Film fanatics in the suburbs can now enjoy an IMAX experience that will rock their world.
AMC Entertainment and IMAX Corp. have entered a partnership to retrofit 100 auditoriums over 33 markets containing AMC theaters. The work has been completed on three theaters – the AMC Neshaminy 24, the AMC Cherry Hill 24 and the AMC Hamilton 24 – in our area.
Executives at both companies believe going to the movies will never be the same.
“The point of our IMAX partnership is that the format is so immersive that you cannot replicate the experience at home or with any other form of entertainment,” said the Kansas City-based Justin Scott, director of corporate communications for AMC. “When people are choosing how to spend their entertainment dollars, they want the best experiences, and IMAX provides one that’s second to none.
“You feel like you are in the movie.”
For Jackson Myers, a company spokesperson for the Toronto-based IMAX (Image MAXimum), witnessing people discover the sights and sounds of the large-screen format is rewarding.
“It’s always fun watching someone watch an IMAX movie for the first time,” Myers said. “A lot of times, people are in disbelief at how great the experience is and their jaws drop.”
Through the joint venture, IMAX transforms one of the theaters in an AMC multiplex into a newly designed digital auditorium with 25-percent larger screen and laser-aligned sound capable of rattling a viewer’s rib cage.
“One thing we do when tuning the sound is to make sure every seat offers a good listening experience,” Myers said. “The most important element is the theater geometry, which is the position of the screen in the auditorium.
“When you combine the digital sound and image, you get IMAX.”
“The Day the Earth Stood Still,” a PG-13 sci-fi remake, recently received an IMAX makeover. The digitally rendered result is a picture that’s a joy to behold and hear.
AMC charges a $3 premium above the per-ticket cost for the IMAX experience.
According to AMC and IMAX, other titles coming soon to IMAX theaters include:
“The Dark Knight” re-release (January 2009) with Christian Bale, “Monsters vs. Aliens 3-D” (March 2009) with the voice of Reese Witherspoon, “Watchmen” (2009) with Patrick Wilson, “Star Trek” (May 2009) with Chris Pine and Zachary Quinto (as Kirk and Spock, respectively), “Night at the Museum 2: Battle of the Smithsonian” (May 2009) with Ben Stiller, “Transformers: Revenge of the Fallen” (June 2009) with Shia LaBeouf, “Harry Potter and the Half-Blood Prince 3-D” (July 2009) with Daniel Radcliffe, “A Christmas Carol 3-D” (November 2009) with Jim Carrey, “Avatar 3-D” with Sigourney Weaver (December 2009), “How to Train Your Dragon” (March 2010) with the voice of America Ferrera and “Shrek Goes Fourth 3-D” (May 2010) with the voices of Mike Myers, Cameron Diaz and Eddie Murphy.
The three Philadelphia-region AMC theaters offer IMAX Digital, a new system that can show either normal or 3-D content. The less-bulky system does not require heavy film reels and relies on digitized images and sounds supplied via computer.
According to Myers, IMAX has more than 320 theaters in 42 countries and with “more and more locations opening up the IMAX experience is going mainstream.”
“From an AMC standpoint, it (IMAX) is about delivering options to our guests,” Scott said. “People are blown away by the auditoriums.”
December 16, 2008 8:05 AM