Regal will open a ScreenX theatre on February 13 at its Regal Marq*E location in Houston, Texas. The new ScreenX auditorium brings the current Regal ScreenX count to 12 and is also home to the immersive, multi-sensory film format, 4DX, which opened last month. The latest ScreenX opening is part of a previously announced major expansion plan with the Cineworld Group, the parent company of Regal.
ScreenX allows moviegoers to go beyond the frame of the movie screen by utilizing a proprietary system that expands images of feature films and pre-show advertising to the left and right walls of the theatre, creating an immersive, panoramic, 270-degree viewing experience.
“This installation is very special to us as it marks a new global threshold for ScreenX,” said CJ4DPlex CEO JongRyul Kim. “This is another big step in the global expansion of our immersive theater experience and we hope to continue to reach new markets so more people can experience ScreenX.”
“We are truly excited to bring ScreenX to our Regal Marq*E location in Houston, Texas and in doing so be a part of ScreenX’s historic 200th opening,” said Regal CMO Ken Thewes. “We’re always looking for innovative technologies to engage our audiences and ScreenX offers a new level of excitement for our guests to experience movies in an incredible immersive new way.”