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Fitchburg, WI: AMC Star Fitchburg 18 & IMAX to Get Updates, Upgrades to Sound, Seating, etc.

Posted on Thursday, September 3rd, 2015 6:40 PM and updated on Thursday, September 3rd, 2015 8:15 PM

Photo of AMC Star Fitchburg 18 & IMAX. Copyright 2006 SVJ Designs, LLC.

The AMC Star Fitchburg 18 & IMAX in Fitchburg, Wisconsin is getting a facelift, inside and out, according to an article published recently on the web site for NBC15 WMTV:

Construction began Monday at AMC Fitchburg 18 on a multi-million dollar renovation project of the entire theatre according to an email from AMC Theaters.

Company officials say AMC Fitchburg 18 will feature plush, power recliner seating in all auditoriums except the premium IMAX experience, new screens, speakers and sound systems. Additionally, the building will get new paint, new carpet and renovated restrooms.

They said they are also exploring the possibility of adding their MacGuffins bar concept which allows guests 21 years or older to get a beer, glass of wine or cocktail during the movie.

Earlier this summer, the theater applied for a permit for alcoholic beverage sales, which would make the MacGuffins bar possible. They expect the renovations to be complete by the end of 2015. Click the Read link below to view the full article.

The theater originally opened in 1999 under the ownership of Star Cinema, which was a regional chain in central Wisconsin. It was later sold to Kerasotes ShowPlace Theatres in 2008, and then by AMC in 2010. Along with the Fitchburg location, two other former Star Cinema locations are now AMC locations: the AMC Star Johnson Creek 12 in Johnson Creek, and the AMC Desert Star 15 in Lake Delton (Wisconsin Dells).

The theater is likely facing competition from Marcus Theatres Corp., which operates the Marcus Point Cinema less than four miles away, and which just opened the Marcus Palace Cinema in Sun Prairie (almost fourteen miles away on the north side of Madison). The powered recliners are something that have become quite popular across the industry as theaters attempt to draw more audiences with such amenities.

Thanks to reader Janet J. for sending us this news item!

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