AMC Opens Two ETX Theatres in Los Angeles

Bookmark and Share

Thu, 04/01/2010 - 20:00 -- Nick Dager

AMC Theatres has opened two new larger theatres dubbed Enhanced Theatre Experience in Los Angeles at AMC Burbank 16 and AMC Century City 15. ETX includes a 20-percent larger screen 3D technology digital projection and an upgraded sound system. Specifically the digital projection system produces images at a higher resolution than HD and there are nearly twice as many audio channels compared to typical auditoriums. As a result of this improved experience guests will not simply watch a movie the exhibitor says: they will live it in ETX. “We are proud to offer our ETX concept at two of AMC’s premier theatres in the Los Angeles area ” says John McDonald executive vice president U.S. operations. “With the upgraded screen and sound system in addition to the premium viewing experience digital cinema offers we believe our guests at Burbank 16 and Century City 15 will walk away with a new perception of how movies should be delivered.” ETX is just one of several ways guests can experience movies and other content at AMC’s theatres. Both Burbank 16 and Century City 15 offer the traditional 2D format as well as 3D ETX and IMAX or IMAX 3D. Each option represents a different level of sight and sound technology and all options provide guests an enjoyable out-of-home entertainment experience. The new ETX auditoriums opened with Alice in Wonderland in 3D at both theatres. Movies shown in these auditoriums will cost $3 more while 3D titles will cost $5 more. AMC