Regal Entertainment Group announced last week that they will be adding their big-screen concept RPX: Regal Premium Experience^SM to six locations in the next few months.

Regal E-Walk Stadium 13 in Times Square was the first location for
RPX: Regal Premium Experience. (Graphic: Regal Entertainment Group)

Regal describes RPX as:

RPX presents movies the way filmmakers intended with powerful, uncompressed surround sound and bright eye-popping images in 2D and RealD 3D. Patrons will enjoy the custom-built premium environment featuring elegant and luxurious seats with high-back headrests, a giant immersive screen illuminated by high-quality digital projectors and completed with a state-of-the-art sound system for the best picture you’ve ever heard!

Opening in November 2010 are the RPX screens at the Regal Alderwood Stadium 7 in Lynnwood, Washington (Seattle area) and the newly-opened (in June) Regal Cinemas Tikahtnu Stadium 16 & IMAX in Anchorage, Alaska.

The other four locations are scheduled to open in the first quarter of 2011:

• Edwards Greenway Palace Stadium 24 - Houston, Texas
• Edwards West Covina Stadium 18 - West Covina, California
• Regal City North 14 - Chicago, Illinois
• Regal Warrington Crossing 22 - Warrington, Pennsylvania

Existing auditoriums are being converted into RPX auditoriums, following a popular approach that many theaters used when IMAX relaxed their specifications and created what were called at the time "MPX" installations.

Regal's first RPX locations were launched in May 2010 at the Regal E-Walk 13 in New York City (read the Journal article) and at the Regal Kendall Village Stadium 16 in Miami (read the Journal article), and those were followed by September announcements of new locations in Atlanta, Boston, and Greenville, South Carolina.

RPX is just one of several big-screen concepts (more or less in the same vein as IMAX) that have been introduced by theater chains hoping to differentiate themselves from the competition, as well as bring in some additional revenue by charging a premium for what they consider to be a premium experience. For example, the Regal Fenway 13 in Boston charges $11.50 for an adult evening ticket. That price goes up to $15.00 if you want to see the same movie in the RPX screen, which is 30% more! You can see easily why this approach is gaining momentum around the country!

What Do You Think About This?

Have you seen a movie at an RPX screen? Does it compare to watching a movie at the nearby IMAX? We'd love to hear your viewpoint, so please leave your comments below!

Sources: Regal Entertainment Group Press Release