TO AMC 30 At The Block
New IMAX® theatre opens at AMC 30 At The Block on August 13
. – Thursday, July 29, 2010 – AMC Theatres (AMC), a leading theatrical exhibition and entertainment company, announces today that guests visiting AMC 30 At The Block can now enjoy The IMAX Experience® from IMAX Corporation (NASDAQ: IMAX; : ).
The IMAX Experience combines crystal-clear images, powerful digital sound and customized theatre geometry to create a uniquely immersive movie experience. The IMAX® theatre at this location has been custom-designed for a multiplex. To maximize the field of view in the modified auditorium, the screen was replaced with a larger, slightly curved and specially treated IMAX screen positioned closer to the audience.
IMAX’s digital projection system combines two digital projectors with IMAX’s proprietary image enhancer and custom lenses to create an image with greater clarity, brightness and contrast. The images on screen are complemented with IMAX’s latest sound system, which features its proprietary loudspeaker technology and uncompressed digital sound. This system has ten times more dynamic range, cuts down on distortion and provides a sound quality that feels more immersive, especially with the added acoustic paneling that absorbs sound and removes echo.
The addition of IMAX at AMC 30 At The Block builds upon decades of AMC offering the best and broadest menu of entertainment choices for guests seeking an unparalleled experience. Guests at AMC 30 At The Block will take in the world’s most immersive cinematic experience when “Inception: The IMAX Experience” opens on Aug. 13. The movie has been digitally re-mastered into IMAX’s format exclusively for presentation in the IMAX auditorium. In addition to IMAX-formatted movies, AMC delivers other types of entertainment to guests, including live and pre-recorded alternative content events.
The IMAX theatre at AMC 30 At The Block will feature Hollywood’s biggest movies that have been digitally re-mastered into IMAX’s format.
Upcoming Hollywood movies to be released in IMAX’s format include: “Hubble” (Aug. 20) “Avatar” (Aug. 27), “Resident Evil (Sept. 13), “Legends of the Guardians: The Owls of Ga’Hoole” (Sept. 24), “MegaMind (Nov. 5) “Harry Potter and the Deathly Hallows Part 1” Nov. 19; and “Tron: Legacy” (Dec. 17).
The combination of IMAX’s revolutionary digital projection system, customized theatre geometry, specially designed screen and powerful digital audio system with AMC’s guest service and innovative products and amenities will make AMC 30 At The Block the No. 1 destination for entertainment. The new IMAX theatre maximizes the experience for guests so they feel as if they are IN the movie they are watching.
The opening of the IMAX theatre at AMC 30 At The Block is part of a joint-venture agreement by AMC and IMAX to install more than 100 IMAX digital projection systems at AMC locations in major U.S. markets.
