Remove ads with our VIP Service
Share This Page
Add Your Comments
- Laguna Beach, CA: Regency Laguna South Coast Twin Closed [9/4]
- Fitchburg, WI: AMC Star Fitchburg 18 & IMAX to Get Updates, Upgrades to Sound, Seating, etc. [9/3]
- Matthews, NC: Cinemark Movies 10 Closed [8/25]
- Groton, CT: Groton Cinema 6 Closed [8/25]
- Anaheim, CA: UltraStar GardenWalk Cinemas Closed [8/24]
- Scottsdale, AZ: UltraStar Scottsdale Pavilion 11 Closed [8/24]
- Sault Ste. Marie, MI: Carmike Varsity Cinemas Closed [8/24]
- Roanoke, TX: Cinemark Roanoke and XD Now Open [8/14]
- Revere, MA: Showcase Cinema de Lux Revere Debuts "MX4D® Theatre" [8/6]
- Tulsa, OK: Village Movies 8 Opens Today [7/31]
AMC Theatres® announced on Friday that it is now offering Los Angeles-area guests an upgraded moviegoing experience at the AMC Burbank 16 and AMC Century City 15, with new brand to identify the upgraded option: ETX™ (Enhanced Theatre Experience).
According to the press release, "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. They will live it in ETX."
Presumably, this means that they are using 4K Digital Cinema Projection systems (a move which was announced by AMC in March 2009), but the exact screen size and sound systems of these upgraded auditoriums are not detailed in the press release or any other AMC information that could be found.
Are these new systems going to be able to play 7.1 channel sound that is coming out on Toy Story 3? One would hope, but as of yet, there is no confirmation of that.
It's possible that ETX is AMC's answer to the Marcus UltraScreens, Cinemark's XD auditoriums, and the like, which are obvious alternatives to IMAX installations. AMC has a fair number of IMAX screens as well, so the mix is interesting and perhaps a little confusing. Interestingly enough, the AMC Burbank 16 was at the center of controversy last year when comedian Aziz Ansari was angry about paying extra to see a movie in the IMAX theater there only to be very disappointed with a smaller screen than he was expecting as a result of the IMAX branding.
Potentially confusing is how much customers are going to pay for the pleasure of seeing a movie in one of these ETX auditoriums. At the Burbank location, ETX is a $4 upgrade for 2D movies. If you're going to see a 3D movie, it will be $6 extra.
This is $1 more than 3D in a standard auditorium, but $1 less than IMAX 3D. It's $2 less than standard IMAX, so depending on the size of the screen and the quality of the sound system, the ETX showing may give you an equivalent bang for less buck.
In our showtimes, ETX showtimes are marked with a note that reads "ETX: Enhanced Theatre Experience" so our readers will be able to find these shows easily.
Source: AMC Press Release
Should You Have to Pay Extra to Get the Best Presentation Possible?
With all of these types of announcements, it seems to be a theme that if you want the best possible presentation, you have to pay an upcharge. $18 for a 3D movie is quite a bit of money!
On one hand, we're glad to see that theaters are offering enhanced experiences, but on the other hand, why should it cost 33% more to get an experience that some would argue should be offered in the first place?
Add your comments below!
Add Your Comments
No comments found. Be the first and let us know what you think!
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 © 1995-2015, 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.