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Chicago, IL and Houston, TX: Regal Cinemas Adds RPX Screens in Illinois and Texas

Posted on Thursday, March 17th, 2011 8:36 PM

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Regal Entertainment Group announced this week that it was adding big-screen concept RPX (Regal Premium ExperienceSM) installations in theaters in Illinois and Texas. Both will be conversions of existing auditoriums, and construction has begun, with no announced opening dates as of yet.

The locations receiving these RPX conversions 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.

"Regal Entertainment Group is committed to providing our guests the highest quality entertainment available. RPX: Regal Premium Experience delivers a top-notch presentation on screen complemented by a unique and powerful surround sound system," stated Greg Dunn, President and Chief Operating Officer for Regal Entertainment Group. "Our patrons will clearly see the difference when they choose the Regal Premium Experience for their next movie."

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.

The announcement in November for the Chicago area was for the Regal City North 14 in downtown Chicago (Warrenville is a far West suburb of Chicago), but that has not yet started advertising RPX shows.

The latest announcement was in January, which covered additions in Colorado, New Hampshire, and Washington state.

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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