Film-Tech Forum ARCHIVE: AMC Prime vs ETX

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Posted by Jason McMillan (Member # 5542) on 04-17-2014, 01:30 PM:

I did some digging around on here and I couldn't rightly find anything that seemed to address my curiosity, so if this is a repeat subject, I apologize in advance..

The closest AMC Theatre to me is AMC Willowbrook 24. Their website is advertising that they have "Prime" and "ETX". It clearly lists separate showtimes for each branding, and a price difference between the two. I happened to be at the theatre last night for another screening and poked my head into the auditorium labeled "Prime". I looked around, and saw no auditoriums labeled "ETX".

Yes, the Prime auditorium has the recliners, and the sound system (though it was dark and I didnt get a great look at the speaker configuration to tell you if it was Atmos or not), and the dual projectors for 3D Captain America... but what confused me is that this location states they have certain showtimes for "Prime" and certain showtimes for "ETX"... but I didn't see two auditoriums that had been converted..

So my question is this.. is "AMC Prime" just their "ETX" auditoriums, with recliners? Granted, it was dark when I popped my head in so I couldnt quite see all the way up and I couldn't tell if the entire auditorium labeled prime was all recliners or not..

Posted by Joe Redifer (Member # 3) on 04-17-2014, 01:48 PM:

Man this is getting just as confusing as the different versions of Windows software. For example they have "Ultimate" but it's not actually the ultimate version of that very software. They have a bunch of other names for the same software that only serve to confuse. AMC must be a big Microsoft fan.

There's no way the recliner auditoriums are the PRIME auditoriums because usually the entire complex has the recliners.

Posted by Jason McMillan (Member # 5542) on 04-17-2014, 02:17 PM:

I haven't seem them upgrade any of the other auditoriums with recliners, just house 12 (of of the two largest). They may have plans (who knows with AMC)... but all it looks like they did was add a bar near screen 24, and remodel house 12.

Even though I've worked for AMC before back in the mid and late 90s, and even though I'm friends with James Hammonds that worked here, I can't say I've ever been a big fan of (especially this) AMC... I don't go here that often (preferring the Santikos Silverado down the street) but it just seemed to be confusing marketing.

Posted by Bobby Henderson (Member # 840) on 04-17-2014, 04:14 PM:

Jason, do you know how many Dolby Atmos systems Santikos installed in the Silverado multiplex? I know they put four of them into the Palladium AVX theater West of Houston.

AMC doesn't have very many "ETX" and "Prime" screens. AMC has over 130 IMAX-branded screens, very few of which are 15/70mm capable.

The ETX screens compete with IMAX Digital. Similar concept, except all the ETX screens are equipped with Dolby Atmos instead of IMAX' basketball arena style sound.

My understanding is the "Prime" auditoriums are supposed to be like higher end screening rooms. AMC has half a dozen of these screens. They're equipped with Dolby Atmos and are THX certified. The recliner seats have Guitammer seat transducers that reverberate for the louder audio elements, like gunshots, explosions, Sofia Vergara screaming, etc.

I hadn't heard about this new thing of AMC putting recliners in all of the auditoriums of a theater.

Posted by Edward Havens (Member # 4715) on 04-17-2014, 04:43 PM:

I suspect what has happened is that someone at Willowbrook has used the wrong programming code for those shows of Captain America, since when one tries to buy a ticket for those ETX shows, Fandango doesn't know what to do.

AMC Prime will be replacing (or as in the case of this theatre, already has replaced) ETX.

Posted by Chris Slycord (Member # 4239) on 04-17-2014, 05:53 PM:

I googled it for you

https://www.amctheatres.com/movie-news/2013/11/amc-theatres-introduces-amc-prime-a-revolutionary-movie-going-experience

quote:
AMC Theatres® is proud to introduce AMC Prime, a revolutionary movie-going experience.

AMC Prime brings together a unique blend of enhanced sensory technology and premium comfort that allows our guests to feel every turn, takeoff and awe-inspiring explosion while reclining in a custom-fitted chair.

How is AMC Prime different? We’re glad you asked…

Recliner chairs that have subwoofers integrated into them so guests can “feel” the action they see on-screen
Dolby Atmos sound technology and JBL speakers surround guests on all sides for a world-class, immersive audio experience
A specialized screen that enhances the visual beauty of every film seen in an AMC Prime auditorium
We could go on and on about all the great features that come with seeing a movie in AMC Prime but that wouldn’t do it justice. It’s something you have to feel to believe.

Click here to check to learn more.

We’ll see you there.

https://www.amctheatres.com/amc-prime

Oh and if you click on this link, it indicates the "prime" ones are THX certified as well. I wasn't aware ATMOS locations were getting THX certification. Although that might just refer to the equipment?

But if it is "prime" then it should have atmos

Posted by Jason McMillan (Member # 5542) on 04-17-2014, 08:17 PM:

quote: Bobby Henderson
Jason, do you know how many Dolby Atmos systems Santikos installed in the Silverado multiplex

To my knowledge, the last time I was in the Silverado in Tomball they had two Atmos screens. I was there for The Book Thief at the time if that gives you a timetable.

quote: Chris Slycord
I googled it for you

I know what a Prime auditorium is, don't get me wrong. I was just asking if anyone knew how it differed compared to AMC's "ETX" branded auditoriums because this theatres website was advertising both and I only saw the "Prime" auditorium at the theatre.

Posted by Buck Wilson (Member # 5885) on 04-17-2014, 10:23 PM:

It appears AMC's "PRIME" auditoriums are REPLACING the ETX screens, and that's exactly what happened at the AMC closest to me, the Barrywoods 24.

It's news to me that they are THX certified, they should be advertising it and playing the deep note forchrissakes!

I love the Prime screen here, it's a great experience. Captain America rocked my socks right off.

Posted by Bobby Henderson (Member # 840) on 04-17-2014, 11:06 PM:

I don't really see this whole trend of "Prime" replacing "ETX."

There has perhaps been a couple ETX screens converted to Prime. Maybe?

When I visit the AMC web site the numbers of ETX screens still look pretty much the same, except for a couple of screens. There's only a dozen ETX screens. There's only 6 Prime screens. Last year there was only 3 of them. Either way it's not all that big a deal.

The Houston market has 2 of those Prime screens. I do think it's kind of cool Prime screens sport THX certification and Dolby Atmos capability. But AMC needs to install more of those damned things. Santikos has 4 Atmos equipped screens at one theater in Houston and 2 at another.

I suppose I might get a little more excited about Prime if AMC started doing Prime auditoriums in a lot more theater locations than only a measly 6 of them. They have fucking 130+ IMAX branded theaters. The ETX and Prime labeled screens seem like a footnote compared to those numbers, even though the sound systems are a hell of a lot better.

I'm not a big fan of AMC theaters in general, but if they step up their game a lot by way of putting in more THX certified theaters and Dolby Atmos sound systems that might apply more pressure to the theaters I actually like.

Like what the fuck is going on with Warren Theaters? I mean they're traditionally one of the biggest supporters of the Dolby brand name. They do Dolby 3D, Dolby 7.1, have Dolby Digital Cinema oriented servers, etc. Not to mention all their regular, non-IMAX branded theaters are THX certified. Unfortunately, to this date, NONE of their theaters are equipped with Dolby Atmos.

I wrote the Warren folks not long ago, telling them the last few movies I've watched at commercial theaters were at the rival Harkins location in Bricktown all because it had Dolby Atmos and their theater in Moore did not. I'm not going to mess with the Moore Warren Theater until they get Atmos in there.

Posted by Buck Wilson (Member # 5885) on 04-17-2014, 11:17 PM:

Well there's been two replacements in this 12 hour old thread already.

I didn't realize Prime houses were so rare, that is indeed a shame.

Maybe they're just in a demo phase, or waiting for laser projectors or...?

Who knows. I love the one here though. I will drive the 50 miles and pay for the ticket for whatever movie is in that house before I watch it for free at the theater I work at.

I think we can all agree that they should dump IMAX like a hot potato though. Why pay the licensing when you YOURSELF have a better product? They should convert them all to Prime! [Big Grin]

Posted by Joe Redifer (Member # 3) on 04-17-2014, 11:31 PM:

So do the Prime auditoriums have a Premium ticket price associated with them? Ha ha dumb question of course they probably do.

Posted by Bobby Henderson (Member # 840) on 04-17-2014, 11:37 PM:

Uh, yeah. The "Prime" and "ETX" labeled houses both sport higher than usual ticket prices. In general, get out a $20 bill per admission ticket. Depending on the location you may get a $5 bill back and a little change or a couple or so dollars bills and change.

Posted by Buck Wilson (Member # 5885) on 04-18-2014, 12:19 AM:

For here, full price Prime(3D, Atmos, Prime house): $15.75, lowest adult price: $10.50(same specs, different showtime)

WTF? On Monday, a separate ETX house/feature is listed. $8.50. 3D, Atmos. I know for a fact that the existing ETX got turned to a Prime, did they have another ETX that they didn't touch? I don't know. Worth investigating I suppose. There's no ETX listed showtimes through the weekend.

Imax full price: $14.75 lowest adult price: $9.50

Man, I'm in the business and get confused with their showtimes/price structure. I can only imagine a standard patron.

Posted by Jason McMillan (Member # 5542) on 04-18-2014, 09:46 AM:

quote: Buck Wilson
WTF? On Monday, a separate ETX house/feature is listed.

This was pretty much the source of my confusion. For example at Willowbrook 24 today, they have two ETX shows of Captain America for $13.50 (evening) and 5 "Prime" shows of Transcendence for $14.50 (evening). Yet I only saw one converted auditorium.

The other Houston theatre that got a Prime Auditorium, Deerbrook 24 (fast fact: Deerbrook 24 was originally going to be Deerbrook 18, but in 1995 because of the announcement from Cinemark that the Hollywood 16 was adding 4 screens to become the Hollywood 20, AMC redesigned some upstairs space to add 6 more screens as AMC wanted their first Houston megaplex to be the largest complex in the city) doesn't list any ETX showtimes as the way Willowbrook does. I can only agree with Mr. Havens earlier in this thread that someone at the theatre is using the wrong programming code.

Posted by Daniel Schulz (Member # 1881) on 04-19-2014, 10:52 AM:

Similar confusion at my local AMC, the Burbank 16. They have two premium auditoriums. One is IMAX (digital flavor): the other used to be an ETX, but seems to have been converted to Prime. I know that house has Atmos - I've not been inside yet to see if they changed the seating out. But, the website now sells tickets for both ETX and Prime shows, even though there seems to be no ETX auditorium in the building...

Posted by Bobby Henderson (Member # 840) on 04-19-2014, 02:06 PM:

I guess if AMC really is converting their ETX houses to Prime that would be a good thing from a perspective of branding. I've had it with those silly acronyms.

It's one thing if it is associated with some specific, like THX -which I believe is the very thing all these theater chains are still trying emulate in terms of branding. It's another, lesser thing when the auditorium is not really all that special, just a bigger theater with a bigger screen.

Considering the Prime houses feature THX certification the Prime name is less confusing. Could you imagine if all the ETX screens had THX? Jeez.

Speaking of which, I wonder what AMC is doing to those existing ETX houses to convert them to Prime. What are they doing to bring them up to THX standards?

Posted by Lyle Romer (Member # 1266) on 04-19-2014, 03:26 PM:

quote: Bobby Henderson
What are they doing to bring them up to THX standards?

Paying a fee to THX?!?

I'm not positive that all "Prime" houses are THX certified. The log is on the "AMC Prime" web page but the press release doesn't seem to mention THX. With respect to sound it mentions Atmos and JBL speakers.

Posted by Martin Brooks (Member # 1269) on 04-20-2014, 04:32 PM:

At the AMC Empire 25 in NYC, which is supposedly a flagship of sorts, it's still "ETX". No mention of "Prime" on their website. And on their online site, it only says ETX and not Atmos, even though it most certainly is an Atmos theatre. It's currently playing Transcendence, which was released in Atmos and is also playing on their IMAX screen. $17.50 for ETX and $19.50 for IMAX (Liemax).

If they would get the damned marketing right, maybe they would actually get a return on their investment of that Atmos equipment. It's really not that hard.

Some time back, I was across the street at the Regal-E Walk (which was originally a Loews, but had to be sold after AMC took over Loews). I forget which film I was seeing, but after buying the ticket, I realized it was playing on the RPX screen and probably in Atmos. So I went to the service desk to switch my ticket and the service manager told me that it wasn't playing in Atmos (and it wasn't advertised as such). But I bought the ticket for the RPX screen anyway and of course it was playing in Atmos, snipe and all.

So these theaters really don't know what they're doing. I suspect that the central offices aren't training anyone and whoever handles the newspaper ad listings doesn't give a crap either. This is what happens when one chain dominates a city. They don't care which theatre you go to because they own them all anyway.

At the AMC Fresh Meadows 7 in Fresh Meadows, Queens, ALL screens have lounge seats and reserved seating. Total seating capacity is now down to only 700 seats. When it was originally built as a single-screen, it was over 2100 seats. No special formats at that theatre though. It was closed for a week recently, so I thought they had either gone out of business or were putting in an ETX screen, but they reopened with no changes. When that theatre was renovated for lounge seating, they removed the marquee. Now it just says AMC - it doesn't advertise which movies are playing anymore.

Posted by Chris Slycord (Member # 4239) on 04-20-2014, 09:24 PM:

quote: Martin Brooks
But I bought the ticket for the RPX screen anyway and of course it was playing in Atmos, snipe and all.

Though, it may have just been the snipe. Terry was going on a little bit of a "rampage" before, pointing out a certain place always having the snipe play on movies that never were in the format.

But of course, I wouldn't put it past a regular manager to get something wrong. [Smile]

Posted by Jarod Reddig (Member # 6363) on 04-25-2014, 03:44 PM:

I agree Bobby what the hell is up with the Warrens and not installing Dolby Atmos? They have been pissing me off as of late especially when I seen a show in the grand theater on 13th in Wichita only to have the opening curtains reveal giant scuff marks on the screen where the curtain has been rubbing on it everytime it goes up and down. Try to complain about it and no one can understand what im talking about. The 21st street Warren seems to be of better standards but still WTF.

Ya I am surpised about the ETX houses getting turned into PRIME theaters. I freuqent the AMC Barrywoods 24 in KC as well and last time I was there the Atmos room was in the ETX room but like Buck said its now turned into the Prime theater. Curious that they changed from QSC speakers to JBL. Wonder why the changed? Wonder if that room is now THX certified and what/if they did anything to achieve the certification?

Posted by Bobby Henderson (Member # 840) on 04-25-2014, 04:43 PM:

I think Warren Theaters is doing what they can to promote IMAX and downplay everything else. I don't know if that's their intention or if IMAX is making them do it.

Their web site used to display the THX brand a good bit. After their site re-design the THX brand is hardly mentioned at all. There's only one blurb about it regarding the audio in the Director's Suite theaters. This even made me wonder if Warren dropped the THX certification on all their standard priced screening rooms and Grand Auditoriums. AFAIK, all their non-IMAX screens are still THX certified.

Posted by Jarod Reddig (Member # 6363) on 04-28-2014, 04:02 PM:

I bet your right about them downplaying everything to make their IMAX appear to be superior.

Ya the 21st street location use to even have on the marquee that they have THX certified rooms but since the IMAX was installed it has dissapeared.

Posted by Eric Richard (Member # 8635) on 02-24-2015, 05:34 PM:

Just some clarification on Santikos. We have 6 Dolby Atmos screens at the Palladium AVX in Richmond and 2 at the Silverado-IMAX in Tomball. To my knowledge we are the only theater left in Houston that can run 15/70 IMAX, but sadly I highly doubt we will see another print! Also, just installed the Barco DP4K-60L at the Palladium IMAX in San Antonio. I am hoping to get over there to see it in the next few weeks.

Posted by Bobby Henderson (Member # 840) on 02-24-2015, 08:30 PM:

Since this thread got bumped, I thought I would mention AMC's newest "Prime" screen in Addison, TX (AMC Village on the Parkway 9) apparently isn't equipped with Dolby Atmos -at least if you go by Dolby's own Atmos installations map. Other new Atmos installations in the Austin and San Antonio area have been added to the map well after this AMC theater's opening. I wonder if it's an oversight on Dolby's part or maybe AMC is cutting corners on Prime screens while still charging customers a super high premium price.

Posted by Jarod Reddig (Member # 6363) on 02-25-2015, 09:48 PM:

All b dam I assumed every Prime theater included Atmos. Sure it was a $$$ issue or maybe another Atmos theater near?

Posted by Bobby Henderson (Member # 840) on 02-25-2015, 09:59 PM:

I don't know for sure if that AMC Prime screen has Atmos or not. But with LOOK Cinemas located nearby and boasting Atmos on its two "Evolution" screens, I would have figured AMC would at least put Atmos into one house.

Even with that being said, I would probably still go to LOOK if the two theaters were able to play the same movies. The prices are a whole lot better at LOOK. It costs damned near $17 to see an evening show on that Prime screen.

Posted by Jarod Reddig (Member # 6363) on 02-26-2015, 02:31 AM:

That could be the center of the issue with Look so close already touting Atmos but who knows. Just a guess.

Ive never been to a Look Cinemas. Im excited to visit one sometime when I get the chance.

Im sick of having to go to AMC to hear Atmos. The closest theaters to me with Atmos are AMC's. AMC just angers me thinking about their Flat masking-less screens in the Prime theaters always projecting a Scope movie. Plus the hour of previews. Also I don't like there snack bars. Coke Freestyle in most of them, Tostitos nachos just like you can buy at a gas station, microwaved pretzels with apply yourself salt, and self serve popcorn butter that always leaves the lower 2/3rds dry. This is at the handfull of AMC's ive visited so Im not sure if they all carry the same products. But my local Starplex Mall 8 has a simple snack bar that kicks the crap out of it and at half the price. Although they switched to self serve butter too. I hate the whole idea of that it just creates an extra line.

Posted by Bobby Henderson (Member # 840) on 02-26-2015, 08:56 AM:

Do you ever go to the Cinetopia theater in Overland Park? It has at least 1 or 2 "GXL" screens equipped with Dolby Atmos.

Posted by Jason McMillan (Member # 5542) on 02-26-2015, 09:44 AM:

quote: Bobby Henderson
apparently isn't equipped with Dolby Atmos

I've been told by an old manager of mine who is still with AMC that the whole difference of the Prime auditoriums is the leather recliners with the buttkickers, Atmos sound system, and dual Christie projectors. I'd hope they were not cutting corners on that one. I've seen a couple of movies in a Prime auditorium (Willowbrook 24) and I have to admit, i'm getting spoiled by those recliners. And it may just be me, but I think the Atmos at the AMC Willowbrook sounds better than the Atmos down the road at Santikos Tomball. Not sure what Santikos is using but you can clearly see the JBL branding on the speakers at the AMC. That may have something to do with it as I've always preferred the way JBL sounds. Although I think the red lighting around all the speakers at the AMC is kinda cheesy.

Posted by Lyle Romer (Member # 1266) on 02-26-2015, 11:06 AM:

Their website is very unclear on the Prime auditoriums. The page has the Atmos and THX logos which "should" mean that all Prime auditoriums are equipped with THX certified Atmos but they don't clearly state that.

Posted by Jason McMillan (Member # 5542) on 02-26-2015, 11:36 AM:

Oh, I concur it's very unclear. They don't even seem to know how to market it at the theatre level, even. For example at WB24, they have 50 Shades in Prime right now, but clearly list Project Almanac in "ETX". Except if you try to buy tickets for Project Almanac, it's clearly in a 40 seat auditorium at regular price (not to mention they have no "etx" theatre here anyway).

Posted by Bobby Henderson (Member # 840) on 02-26-2015, 01:28 PM:

Dolby's web site and its theater location map is what leads me to believe that one particular Prime screen is not Atmos equipped. Normally Dolby is pretty good at getting the map updated. That Prime screen in North Dallas has been around long enough to get listed on that map if there was indeed a CP-850 in the booth.

Posted by Buck Wilson (Member # 5885) on 02-26-2015, 04:17 PM:

quote: Bobby Henderson
Do you ever go to the Cinetopia theater in Overland Park? It has at least 1 or 2 "GXL" screens equipped with Dolby Atmos.

The Cinetopia in Overland Park, KS has 3 "GXL" Dolby Atmos equipped auditoriums.

It's a pretty nice theater, but at least for the GXL auditoriums, the stadium seating rake is nauseatingly steep and of course, no masking.

In regards to the ETX vs Prime thing, the Barrywoods 24 USED to have ETX, that was then converted to Prime, but the website coding or whatever has never been updated. So they have ETX AND Prime showings online despite no longer(for 2+ years) having ETX.

Posted by Buck Wilson (Member # 5885) on 04-15-2015, 06:42 PM:

BREAKING NEWS:

This coming Sunday or next, AMC Prime will no longer exist anywhere in the country. They are converting all of them to laser projected Dolby Theaters!! This is according to an associate at a Prime location. She said the screens will be closed for 5 weeks(!!) and their target movie is Tomorrowland but possibly Jurassic World. Which means they'll miss the Avengers boat. :/

I'm pretty excited [Big Grin]

Posted by Jarod Reddig (Member # 6363) on 04-16-2015, 05:06 AM:

Interesting! Im excited to check out the Barrywoods revamped Prime room whenever they are doing this.

Posted by Jonathan Goeldner (Member # 4854) on 04-16-2015, 08:42 AM:

quote:
Dolby's web site and its theater location map is what leads me to believe that one particular Prime screen is not Atmos equipped. Normally Dolby is pretty good at getting the map updated. That Prime screen in North Dallas has been around long enough to get listed on that map if there was indeed a CP-850 in the booth.

usually ... but not all the time. I had to shoot them an email that they were missing the two Atmos screens over at Arclight Bethesda.