Premiere Cinema Corp. announced that it has started construction on a new 16-screen movie theater in the South Plains Mall in Lubbock, Texas. The Premiere Cinema 16 Lubbock + IMAX is projected to open in November 2011.

See the full press release below.

Press Release

March 24, 2011 - Lubbock, TX

South Plains Mall to get new deluxe 16-screen Premiere with IMAX!

March 24, 2011, Lubbock, TX - Big Spring-based Premiere Cinema Corp. announced today it has been under construction since January of a new 16-screen Mega-Plex and IMAX inside Lubbock's South Plains Mall in the former Mervyns building. Lubbock's KBCD-TV Channel 11's Christie Post reports the breaking news; click screen above to view.

The theatre is a full-feature 'no-holds'barred' entertainment complex to "change the way Lubbock sees movies," stated a local dignitary in attendance at the press conference in the mall Thursday announcing the location. With 3,450 luxurious high-back rocking love seats in high-rise stadium-seated auditoriums, D-BOX motion controlled moving seats, and a 420-seat IMAX with a 6-story high screen, the facility ushers in a 21-st century futurisic complex with 100% digital projection and 7.1 and 11.1 stereo surround sound in every auditorium.

The massive oval lobby enters both from the mall and from the west parking lot. It has two bars, an intimate full-service lounge with a fireplace called the "Studio Lounge" near the IMAX, and un upper-level "Balcony Bar" accessed by escalators and a grand staircase which offers sweeping views of the lobby below through etched-glass railings. A full menu of gourmet pizzas, burgers, sandwiches, and Southwestern favorites and adult beverages will compliment the normal popular movie fare of popcorn, hot dogs and soft drinks. There are two self-serve bars for guests and also two private party rooms with kitchenettes for birthday movie parties and other gatherings.

The theatre also has a Starbucks coffee bar as well as a Gelato Bar. Tickets may be purchased on line, at a centralized ticket kiosk, at the concession stand, in either of the lounges, or at various auto-ticket kiosks conveniently located throughout the mall.

Macerich, the owner of South Plains Mall said the new cinema is targeted to open the week of November 3, 2011. The facility occupies the former 2-story Mervyns building plus an additional 22,000 square feet of mall space; five mall tenants were relocated to make way for the megaplex including Master Cuts, Payless, Bonnet Pets and Radio Shack.

Source: Premiere Cinema Corp.