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Kansas City, MO: ETX Comes to AMC BarryWoods 24

Posted on Tuesday, August 3rd, 2010 5:20 PM

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AMC ETX - Enhanced Theatre ExperienceLast weekend marked the first time that moviegoers in Kansas City, Missouri could enjoy AMC's new big-screen concept, AMC Enhanced Theatre Experience (ETX™), at the AMC BarryWoods 24. ETX offers a large screen, digital cinema projection with 3D capability, and an upgraded sound system.

"We are proud to offer our ETX concept at one of our theatres in our hometown," said John McDonald, executive vice president, [AMC] U.S. operations "With the upgraded screen and sound system, in addition to the premium viewing experience digital cinema offers, we believe our guests at AMC BarryWoods 24 will walk away with a new perception of how movies should be delivered."

As is typical for ETX as well as big-screen concepts from Cinemark (XD), Regal Cinemas (RPX), and Marcus Theatres (UltraScreen), there is an upcharge for seeing a movie in the ETX-equipped auditorium. The press release mentions an additional fee of between $2 - $5, depending on the title and format.

The ETX addition to the BarryWoods 24 is interesting also for the fact that this location also has an IMAX screen, which is a competitive format for ETX and the other big-screen concepts. I couldn't find any specific information on the size of the IMAX screen there, but the IMAX web site identifies it as a Multiplex design, which means that the screen is somewhere between 47'x24' and 74'x46', and it uses a digital projection system. The Multiplex design was created by IMAX so that theaters could retrofit an IMAX installation into a current auditorium, while making changes to the screen position, seating, and sound and projection system. Currently, they are playing Inception: The IMAX Experience in the IMAX screen and Salt in the ETX screen, so a direct comparison of the same movie in each screen is not possible.

The new installation is a first for Kansas City and only the eighth of its kind so far. ETX is currently available at the following additional locations:

Three more ETX auditoriums are scheduled to open soon at AMC Ontario Mills 30 (Ontario, California), AMC Aventura 24 (Ft. Lauderdale, Florida), and AMC Empire 25 (New York, New York).

Source: AMC Entertainment, Inc. Press Release

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