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Madison, WI: Sundance Cinema Opens

Posted on Tuesday, May 15th, 2007 4:57 PM and updated on Wednesday, May 16th, 2007 5:35 PM

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Last Friday (May 11, 2007) marked the first day of operation for the new Sundance Cinemas 608 Madison, the newest location for the fledgling Sundance Cinemas chain started by Robert Redford.

The theater is located just South of University Avenue on Midvale Boulevard, and is bringing a new kind of movie-going experience to Madison. The Milwaukee Journal Sentinel featured an article on the theater last week:

At the 20-screen cineplexes, "Spider-Man 3," "Shrek the Third" and the next "Pirates of the Caribbean" will pack 'em in. Sundance Cinemas targets a smaller group of more serious film fans, said President and Chief Executive Officer Paul Richardson.

That audience appreciates not just the movies at Sundance Cinemas but also the theater's atmosphere, aesthetics and amenities, he said. Those will draw moviegoers and give them reasons to stay once the final credits have rolled, he said.

"We really want people to hang around, and have a place where they feel comfortable to talk about a movie," Richardson said.

Not only will the Sundance 608 be showing art-house fare that seldom appears in your typical megaplex, but they are offering more amenities in an effort to provide their customers with a distinctive experience. Birch trees line the hallway, the seats are upholstered with wool, and customers can enjoy the in-house bistro that offers sit-down dining and a cafe that will provide a coffee-fix for morning patrons when movies aren't playing. A gift shop featuring Sundance items rounds out the list of distinctive features.

Sundance Cinemas is planning to open its next location in San Francisco, California, and the article reports that they are considering opening a location in Milwaukee, Wisconsin as well.

Click the Read link below for the full article by the Journal Sentinel. We will be listing showtimes for the Sundance 608 very shortly.

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