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Regal Cinemas Adds RPX Screens in Colorado, New Hampshire, and Washington

Posted on Tuesday, January 11, 2011 5:11 PM

Regal Entertainment Group announced this week that it was adding big-screen concept RPX (Regal Premium ExperienceSM) installations in theaters in Colorado, New Hampshire, and Washington. All will be conversions of existing auditoriums, and construction will begin this month and they are planned to be ready for the public before the end of March 2011.

The locations receiving these RPX installations are:

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

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

RPX installations boast larger screens, upgraded sound systems, luxurious seating, and digital cinema projection equipment capable of 2D and 3D presentations.

"The Regal Premium Experience is a world-class entertainment environment," stated Greg Dunn, President and Chief Operating Officer for Regal Entertainment Group. "RPX delivers the very best presentation with crystal clear pictures on a giant screen and a custom-built sound system. Our patrons will clearly see the difference when they choose the Regal Premium Experience. Regal is eager to continually expand the number of locations offering premium experiences like RPX."

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, and another in November which announced six more locations in Seattle, Anchorage, Houston, Los Angeles, Chicago, and Philadelphia.

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!

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

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