Remove ads with our VIP Service
- Disney's A Christmas Carol: An IMAX 3D Experience 
- Disney's A Christmas Carol in Disney Digital 3D 
- AMC South Barrington 30
South Barrington, IL
- Marcus Majestic Cinema of Brookfield
- Marcus North Shore Cinemas
- Daniel M. Soref National Geographic Dome Theater
- AMC Mayfair Mall 18
- Neil Patrick Harris Announced as Host of 2015 Academy Awards Ceremony [10/15]
- North Bethesda, MD: Luxury iPic Movie Theater and Restaurant Coming to Pike & Rose [10/7]
- Hilo, HI: Regal Kress Cinemas 4 Closed [10/3]
- "Interstellar" to be Released on 35mm, 70mm, and 70mm IMAX Film Two Days Early - See Why and Where [10/2]
- Huber Heights, OH: Rave Cinemas Huber Heights 16 Getting Luxury Recliners, Upgraded Lobby and Concession Area [10/2]
- Londonderry, NH: Apple Tree Mall Cinema 12 Now a Carmike Cinemas Location [9/30]
- Lansing, IL: Lansing Cinema 8 Now a Carmike Cinemas Location [9/30]
- Fort Lauderdale, FL: AutoNation IMAX 3D Theater Closed for Renovation - Reopening Scheduled for October 10, 2014 [9/29]
- Sunrise, FL: Frank Theatres - Sunrise 11 Reopens as AMC Sunrise 8 [9/29]
- Springfield, OR: Discount Cinemark Movies 12 Closing [9/26]
The Milwaukee Journal Sentinel is reporting that the AMC Mayfair Mall 18 in the Mayfair Mall in Wauwatosa, Wisconsin will be adding an IMAX screen this fall. This would be the second IMAX screen in the Milwaukee metropolitan area, but since the other one is a dome theater (the Humphrey IMAX Dome Theater), the Mayfair installation would be the only IMAX screen in the area where movies can be seen without the distortion of a domed viewing surface.
The article mentions that a Mayfair AMC employee said that the new IMAX screen will debut on November 6, 2009. This would be timed for the release of Disney's A Christmas Carol: An IMAX 3D Experience, which would imply that the theater will also be able to show IMAX movies in 3D, but since there is little to no official information from AMC or IMAX, that's just speculation.
Since we're speculating, it's probably safe to also speculate that the new installation will be using the IMAX Digital setup that AMC and IMAX have been introducing with increasing volume in the past year. AMC began rolling out IMAX Digital installations last summer (see related Journal Article), and a large number of AMC theaters have either been converted from IMAX film systems or had IMAX Digital equipment installed when the IMAX auditorium was built.
Perhaps the biggest question that I will be curious to see answered is what size the new screen will be? Back in May, there was quite a dust-up about IMAX movies being shown on screens not much larger than traditional movie screens, but advertised as the "IMAX Experience." Television and movie actor Aziz Ansari (Parks & Recreation, I Love You Man) created a stir on the Internet as he ranted about seeing Star Trek: The IMAX Experience on a screen that was not the traditional mega-sized IMAX screen he was expecting. While some went overboard (as some are apt to do), the fact that a movie experience is being advertised as being impressive and attached to the IMAX brand, but being shown on a screen not much larger than a regular movie screen, is a valid concern. When theaters are charging $4-$5 more for that experience, consumers have a right to complain!
Would you like your theater super-sized? We do!
My guess is that AMC will have to compete well with Marcus and their UltraScreen installations at the Marcus Majestic Brookfield in Waukesha and the Marcus North Shore Cinemas in Mequon. Both locations are within driving distance of Mayfair Mall, and will be competing for some of the same audiences that would be attracted to the new IMAX screen.
Since both UltraScreen installations are about 70' wide, I'm going to guess that AMC will go for the traditional "big screen" IMAX experience that befits the name, and go with the 72' wide by 50' high. This would match the dimensions of the IMAX screen at the AMC South Barrington 30 and it would beat the height of the UltraScreens by about 20'. This will give AMC the edge when people are deciding if they want to see Disney's A Christmas Carol: An IMAX 3D Experience at Mayfair, or go to one of the UltraScreens to see Disney's A Christmas Carol in Disney Digital 3D instead.
If AMC does the right thing and installs the 70' wide screen, it will definitely heat up the competition for big screens in the Milwaukee area! Competition is a good thing for consumers, and hopefully we'll see pricing and quality go in the proper directions for each.
Click the Read link below to read the full article on JSOnline.com.
Add Your Comments
Please Note: These comments are submitted by the readers of The BigScreen Cinema Guide and represent their own personal opinions, and do not represent the views of The BigScreen Cinema Guide, or any of its associated entities.
Add Your Comments
|Commenting on Journal Articles is available only to our readers who have customized this site, which makes it easier for you to complete the form and for us to contact you with any questions or concerns about your comments.|
Please login or register a new account before continuing.
Log in to retrieve your saved settings.
Forget Your Passcode?Send My Passcode To Me
Not Registered? Create a New Account!
Our registered members enjoy more features, including:
- Save Your Location -- the site remembers your location, no having to re-enter it each time you visit
- Favorite Theaters List -- keep a handy list of the theaters you attend
- Favorite Movies List - movies you want to see, all in one place
- Write Movie Reviews -- share your opinions of the movies you see
- Block Ads with VIP Service -- view this site ad free (subscription req'd)
Basic accounts are free -- sign up today!
Concerned About Privacy?
Journal/Blog - The Marquee - Movie Links - News and Events - Now Showing - Reader Reviews
Customize - VIP Service
|The BigScreen Cinema Guide is a service of SVJ Designs LLC. All graphics, layout, and structure of this service (unless otherwise specified) are Copyright © 1995-2014, SVJ Designs. The BigScreen Cinema Guide is a trademark of SVJ Designs. All rights reserved.
'ACADEMY AWARDS®' and 'OSCAR®' are the registered trademarks and service marks of the Academy of Motion Picture Arts and Sciences.