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Posted by Jonathan Goeldner (Member # 4854) on 04-19-2010, 09:13 PM:
 
I've read that Regal will be outfitting certain theatres and their auditoriums to feature the "Regal Premium Experience":

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Regal Entertainment Group Launches New Giant Screen Format RPX: Regal Premium Experience(SM)
Theatres to offer an enhanced experience in sight and sound

KNOXVILLE, Tenn., Apr 08, 2010 (BUSINESS WIRE) -- Regal Entertainment Group a leading motion picture exhibitor owning and operating the largest theatre circuit in the United States, announced the launch of a new giant screen all-digital format called the Regal Premium Experience(SM) ("RPX"). The RPX is a custom-built premium environment featuring elegant and luxurious seats with high-back headrests, a giant immersive screen illuminated by high-quality digital projectors and completed with a state-of-the-art sound system for the best picture you've ever heard!

"Regal patrons have shown a strong preference for viewing films in premium environments," stated Greg Dunn, President and Chief Operating Officer for Regal Entertainment Group. "Each RPX location will be individually designed and tailored by our technicians and will feature high-quality digital projectors and screens complemented by a custom surround sound system. The addition of the RPX locations to Regal's already successful IMAX(R) strategy will complement and extend the number of Regal theatres featuring premium movie-going experiences."

Regal Entertainment Group currently operates 43 IMAX(R) Theatres. The company expects to add The IMAX Experience(R) to additional locations while also launching additional RPX locations in 2010.

The first RPX location will open on May 7 at Regal Cinemas E-Walk Stadium 13 on 42nd Street in New York. The Regal Premium Experience at E-Walk will include a massive screen stretching more than 60 feet wide to present bright, eye-popping movies in RealD 3D and 2D. The brightest, clearest images possible are delivered to the screen by dual 30,000 lumen digital projectors. The 100,000 watt digital audio system will surround moviegoers in a specially designed 9.1 speaker array providing pinpoint sound. This powerful sound system incorporates 273 loudspeaker components including eight 21" subwoofers for deep resonating bass.

Tickets for Iron Man 2 in RPX at Regal Cinemas E-Walk Stadium 13 will be on-sale this Friday, April 9th, 2010.

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has anyone heard what other theatres in the chain will get the upgrade? although I'm not jumping and down over the $18.50 ticket price that seems to be pushing it in my opinion. $14.50 for Cinemark's XD screen at the Egyptian is the highest I've paid so far for the big screen experience. I'd pick these alternative screens over the IMAX-lite screens any day.
 

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Posted by Monte L Fullmer (Member # 2797) on 04-19-2010, 10:11 PM:
 
I bet that REG is moving forward to do anything to stay ahead of the home entertainment invasion.

And, I bet that other "big box" circuits will follow suit.
 

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Posted by Jonathan Goeldner (Member # 4854) on 04-19-2010, 10:51 PM:
 
well... other theatre chains have:

Cinemark has 'Extreme Digital' screens

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Marcus Theatres®, a division of The Marcus Corporation (NYSE: MCS), today announced it will install digital 3D systems in eight of its signature 70-foot-wide UltraScreens® in select theatre locations and will be branded as UltraScreen XL3D.

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AMC is rolling out its ETX Format in theaters with a combination of packaged amenities.

AMC Theaters has announced a new way for movie goers to experience films on the big screen with the AMC Enhanced Theatre Experience (ETX).

This new movie-going experience will have:
- 20% larger screens
- An upgraded sound system
- 3D technology
- Digital projection
- 12 audio channels with 50,000 watts of power

ETX will debut in the United States on March 5th at the AMC Theatre at Downtown Disney in the Walt Disney World Resort.
 

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Posted by James Westbrook (Member # 3690) on 04-19-2010, 10:59 PM:
 
The letter "X" is the key to the ultimate digital big-screen experience, I gather...
 

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Posted by Jonathan Goeldner (Member # 4854) on 04-19-2010, 11:17 PM:
 
I know that for Cinemark's XD systems and specifically the Egyptian's XD screen it uses a Barco 2K projector - I'd like to know if any of these future ultra large screen systems such as the upcoming Regal and AMC screens will be using digital projection systems that utilize Texas Instrument 4K technology - I'd assume these screens need a tremendous amount of light and higher resolution. 'How to Train Your Dragon' on the XD screen incidently trounced the 4K Sony digital projection I saw, with greater luminence and more visual detail
 

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Posted by John Wilson (Member # 269) on 04-19-2010, 11:22 PM:
 
'X' has been part of the big screen experience for years.



...and some 'not-so' big screens.
 

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Posted by Jack Ondracek (Member # 1466) on 04-19-2010, 11:31 PM:
 
What good is a 9.1 sound system if the movies aren't recorded in it?... or is that how they're coming out and I just missed it?

Jack (did I really need that red light reader?)
 

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Posted by Manny Montes (Member # 5639) on 04-20-2010, 12:34 AM:
 
Its very interesting, this is similar to the Digital IMAX and I'm glad theaters are moving away from it. I'm always disappointed to go for an IMAX and find out that its only lie-max. This way they are moving away from the IMAX brand plus its going to be easier for customers to understand exactly what they are getting.
 

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Posted by Brad Miller (Member # 2) on 04-20-2010, 01:38 AM:
 
THX worked back in the day because it was a standard that the presenting company did NOT own and had to meet a strict standard to be able to brand it a THX auditorium.

Now everyone is just doing whatever they want and making up some silly name. Soon there will be so many SPX, HPX, XT3D, whatever names out there, people will learn to ignore them.

In my opinion, these 60-80 foot images with super high gain screens are doing a disservice to the experience. They should be using dual projection and technically doing it RIGHT instead of bullshitting the customers with the same projector and putting in nicer seats.

Of course customers are incredibly stupid, so I doubt most know or care.

Whatever.

To prove my point, below is a picture sent to me by a friend who decided to check out one of these "X-type" screens a few months back at a local theater. This image was running during the previews and has not been photoshopped or altered in any way other than to resize it slightly down so it would fit on the forum. As you can tell...NOT acceptable!


 

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Posted by Joe Redifer (Member # 3) on 04-20-2010, 02:21 AM:
 
Jonathan Goeldner , that's not the memo I read. Here is the one I saw:

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Regal Entertainment Group Launches New Giant Screen Format RPX: Regal Premium Experience(SM)
Theatres to offer a slightly more acceptable experience in sight and sound compared to their usual shtick.

KNOXVILLE, Tenn., Apr 08, 2010 (BUSINESS WIRE) -- Regal Entertainment Group, a motion picture exhibitor owning and poorly operating the largest theatre circuit in the United States, announced the launch of a new giant screen all-digital format called the Regal Premium Experience(SM) ("RPX"). The RPX is a custom-built environment featuring slightly more expensive seats with built-in tissue dispensers to wipe away the tears created from spending so much money on a ticket to such a lousy auditorium, a decently large screen poorly illuminated by standard-quality digital projectors and completed with a sound system.

"Regal patrons have shown a strong preference for viewing films in premium environments," stated Greg Dunn, President and Chief Operating Officer for Regal Entertainment Group, "that's why Regal patrons never come back". "Each RPX location will be individually designed and tailored by our technicians on the fly because there are no standards to conform to in order to ensure quality and will feature regular digital projectors and screens complemented by a sound system. The addition of the RPX locations to Regal's IMAX® strategy will extend the number of Regal theatres featuring a nearly acceptable movie-going experiences at incredibly increased ticket prices." Dunn continued, noting that "Our customers are insanely stupid and that's why we believe they will pay the extra money for the special theatres."

Regal Entertainment Group currently operates 43 IMAX® Theatres, more than half of which do not feature real IMAX®. The company expects to add The IMAX Price® to tickets at additional locations while also launching additional RPX ticket prices in 2010.

The first RPX location will open on May 7 at Regal Cinemas E-Walk Stadium 13 on 42nd Street in New York which can be found next to one of the most popular crack-whore corners in all of Manhattan. The Regal Premium Experience at E-Walk will include a screen stretching more than 60 whole feet to present unevenly lit, boring movies in RealD 3D and 2D. The brightest, clearest images possible are featured at other exhibitor's theatres. The audio system will provide moviegoers with sound. This sound system incorporates loudspeaker components.

Tickets for Iron Man 2 in RPX at Regal Cinemas E-Walk Stadium 13 will be on-sale this Friday, April 9th, 2010 for $50 each. That's with the student discount during the matinee.

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I wonder how many Regal assistant managers are giddy about this? I can't imagine anyone else being excited.
 

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Posted by Jonathan Goeldner (Member # 4854) on 04-20-2010, 08:43 AM:
 
Joe Redifer - that's a pretty funny read, sounds like someone from the Onion contributed in writing it.
 

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Posted by Mike Olpin (Member # 1115) on 04-20-2010, 09:50 AM:
 
An expensive race to the bottom that benefits neither the movie goer nor the theater owner.

The theaters that will succeed over the next few years will be the ones that make every single regularly priced show a premium experience by ensuring their staff is courteous and attentive, their screens are adequately lit, their sound systems are correctly tuned, and the auditoriums are clean and comfortable.

Time for the pendulum to swing away from the chains and back to the independents.
 

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Posted by Scott Jentsch (Member # 1681) on 04-20-2010, 10:50 AM:
 
I wrote up a piece on the Regal announcement, and it got me to thinking how RPX, AMC's new ETX, Cinemark's XD, and even Marcus' UltraScreens compare, and how they all relate to the IMAX hubbub that got stirred up about a year ago. What started out as a paragraph to end the RPX article turned into a separate article:

http://www.bigscreen.com/journal.php?id=1869

There's a bunch of history info there that I won't repost here, but the final part is:

quote:

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Similar Features, Similar Upcharges, Less Uproar

Oddly enough, these IMAX competitors are offering many of the same features, and they are doing it while charging about the same upcharges that IMAX theaters are charging.

For example, the newly announced RPX installation at the Regal E-Walk 13 in New York City has a screen that is 60 feet wide, according to the press release issued by Regal Cinemas. The height is not mentioned, but if we assume that it is a 2.35:1 screen, the height should be 25.5 feet.

The nearby AMC Empire 25's IMAX screen is reportedly 58 feet by 28 feet. That's a 2:1 aspect ratio, so for the sake of comparison between the two, and since Iron Man 2 was shot in 2.35:1, let's put the effective height of its screen image at just over 24.5 feet.

That makes both screens virtually identical in size, with a difference of less than 4%. Both charge the same amount of money for a non-3D movie ($18.50 for an adult ticket to an evening show).

Since the relatively small IMAX screen at the AMC Empire 25 was held up as an example of what was wrong about what IMAX has been doing, I wonder if there will be any uproar at all over what Regal is announcing? Isn't it the same thing?

Marcus Gets It Right

At least with Marcus' UltraScreens, movie fans are getting some bang for their buck. In the Milwaukee, Wisconsin market, there are three UltraScreens and one IMAX screen (as well as one IMAX Dome, but that's best suited for documentaries intended to be shown on the domed screen).

The two UltraScreens at the Marcus Majestic Brookfield in Waukesha both measure 72 feet wide by 31 feet high (which comes to approximately 2.35:1). For a non-3D evening show, an adult will pay $11.00 for general seating.

In comparison, the AMC Mayfair Mall 18 in Wauwatosa (about 15 minutes away) has a new IMAX screen that measures 50 feet wide by 26.5 feet high, which is about 41% smaller than the Marcus UltraScreens. The current price for a non-3D adult evening ticket costs $14.50.

Marcus is definitely offering a value-packed proposition here. The ticket price is $3.50 less and you get a bigger picture. The 24,000 watt sound system can probably keep up nicely with that in the IMAX auditorium, and Marcus also recently upgraded the UltraScreens for 3D projection.

If more movie theaters were to follow Marcus' lead, IMAX would have even more to worry about!

It's great that there is competition in the big-screen market at movie theaters. However, we feel that audiences should get more bang for their hard-earned dollars than what we're seeing announced as alternatives to the IMAX experience. Since the audience is in control (we have the money that theaters want), we need to demand the best possible experiences for that money!

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Posted by Jonathan Smith (Member # 5609) on 04-20-2010, 11:07 AM:
 
Umm, who CARES about how big the screen is or the sound?

Is this going to be 4K? In Cleveland, AMC just put in a pair of 4K projectors at their two remaining locations.

They now have BETTER quality than all but maybe the XD at the big Cinemark here.

But because they don't have stupid name or catch-phrase, like "XD3D" (theirs weren't an official part of the AMC rollout mentioned here), people are going to go to the 2K installations instead?

This industry needs to educate its customers, even put in "12 MEGAPIXEL 4K projection!" or something like that in the paper, because the moviegoers really are clueless at this point.
 

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Posted by Mark J. Marshall (Member # 1409) on 04-20-2010, 11:19 AM:
 
Oh, I hope they bring back to Torus screens!!!

Imagine how 3D would look on those!!!


 

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Posted by Joe Redifer (Member # 3) on 04-20-2010, 11:55 AM:
 
Unless AMC changed the screens at some of their recently installed fake IMAX locations, the screens are still Torus and they are putting 3D on those.

quote: Mike Olpin

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The theaters that will succeed over the next few years will be the ones that make every single regularly priced show a premium experience by ensuring their staff is courteous and attentive, their screens are adequately lit, their sound systems are correctly tuned, and the auditoriums are clean and comfortable.

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quote: Joe Redifer

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Unless AMC changed the screens at some of their recently installed fake IMAX locations, the screens are still Torus and they are putting 3D on those.

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quote: Original article

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the best picture you've ever heard!

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quote: Tom Mundell

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would Imax really allow

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quote: Jonathan Smith

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WOAHHH!!!! XD Screens are only 2K at Cinemarks?

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This is precisely why I am so disappointed in the deceptive marketing of the various "X-systems" out there. All of the ones I have seen or know anything about are nothing special, except for the seats, and they don't even look good. My friend's camera phone picture on page 1 of this thread should well prove that. Just look how AWFUL the illumination uniformity is!

These sort of systems have such large screens they should be using white screens, not silver (or high gain) and 2 projectors. If they want 3D, then they should be using the Dolby 3D system. A large silver screen is nothing but a disaster of presentation.

Yes customers are stupid and yes the people who are designing these sort of setups are smarter than the customers. I get it. The trick (or scam if you want to be blunt) works and extra money is being made. However in the end, if we as exhibitors don't BLOW AWAY the customers in every regard, we will find ourselves back in the same situation fighting for patronage over their home theater setups.
 

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Posted by Jonathan Smith (Member # 5609) on 04-21-2010, 01:43 PM:
 
Keep in mind, though, that some of that could be shitty cell phone camera optics too, not that I am doubting that they did a shit job installing the screen, projector.

I'd almost not WANT to see 2K on a 60-foot screen. It looks bad enough on a 30- or a 40.

Someone at AMC needs to know about this. I am going to talk to them and try to get someone to put in "Twice the resolution of XD, Sony 4K projectors or 12MP projectors or something."

These guys can market whatever they want to, but, in terms of Ks, the numbers really don't lie, even if the fL levels still suck at 4K with a silver screen and 3D.

And unfortunately, I think they can only play 3D movies on their 4Ks currently.
 

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Posted by Tony Bandiera Jr (Member # 2365) on 04-21-2010, 02:43 PM:
 
Brad, RE the picture on your post on page 1, were they seriously projecting a TEST PATTERN during the trailers?!? WTF!! That is akin to projecting the timing leader on film to the audience!!

And some on here wonder why I hate D-Cinema so much....
 

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Posted by Jonathan Smith (Member # 5609) on 04-21-2010, 02:51 PM:
 

quote:

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That is akin to projecting the timing leader on film to the audience!!

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What's the matter with that?

While I never let the audience see a foot of head leader, I will occasionally let the film "roll out" at the end. More often then not it produces an interesting conversation through the port glass.

One guy I met used to be a projectionist himself, and said he was glad to know that all the chains weren't still using timers and trained booth monkeys, or worse, managers.

Of course, he was shocked to learn how little I made. Adjusted for inflation, projectionists make half of what they made 20 years ago,and that is *in* the Union.

Granted, we don't have carbon arcs to deal with anymore, but there is a plethora of other bullshit that you have to be in the know about, malfunctioning digital preview projectors, over a dozen screens per person at some theatres, and of course all of the "Big Three" theatres don't give a fuck about fixing any film equipment anymore, so it's a constant battle to keep it from having to be refurbished. . . a second time around.
 

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Posted by Tony Bandiera Jr (Member # 2365) on 04-21-2010, 04:36 PM:
 

quote:

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What's the matter with that? [Wink]

While I never let the audience see a foot of head leader, I will occasionally let the film "roll out" at the end. More often then not it produces an interesting conversation through the port glass.

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quote: Jonathan Goeldner

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the manager I spoke with stated the XD screen (at the Egyptian) was 2K - I did my slightly confused face and stated: "really?" He knew it was a Barco projector.

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quote: Jonathan Smith

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Tony, I find it very offensive what you said in your last post.

If you want to personally attack me or the IATSE Projectionist Unions, at least don't be passive-aggressive about it.

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quote: Forum Gatekeeper

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The Film-Tech Forums are designed for various members related to the cinema industry to express their opinions, viewpoints and testimonials on various products, services and events based upon speculation, personal knowledge and factual information through use, therefore all views represented here allow no liability upon the publishers of this web site and the owners of said views assume no liability for any ill will resulting from these postings. The posts made here are for educational as well as entertainment purposes and as such anyone viewing this portion of the website must accept these views as statements of the author of that opinion and agrees to release the authors from any and all liability for all eternity.

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I do not care if you don't like me or what I say here, especially when I am stating the facts as they exist here in Los Angeles. If you read that as a personal attack, so be it. It was not intended as such.

On topic, I generally commend Regal Cinemas as the vast majority of them I have screened films at do a great job on presentation (other than too many trailers but that's a universal thing these days.)

It remains to be seen if the public will actually pony up the extra money for the "premium" experience. As long as the individual locations deliver the goods in a consistent manner, it seems to be a step in the right direction.
 

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Posted by Jack Ondracek (Member # 1466) on 04-22-2010, 11:52 PM:
 
Guess I'm with Tony on this, though I hope not to be flamed for the opinion.

When I was a union projectionist, my goal was to make 6 reels look like one, and to prevent anything from attracting attention toward the booth... and to repeat that 3 to 5 times a day.

Now that everything's automated, my philosophy toward the booth is the same as what I've applied to the broadcast automation I program... that the automation should emulate ME. If it can do that, then it should add a level of consistency that would be difficult for any but the most attentive (anal) projectionist. And... after the initial programming is figured out, changing shows shouldn't be that difficult.

That said, I would never allow something that wasn't intended as part of the show to hit the screen (or sound)... especially heads or tails leader. For my part, I can't see why anyone would force attention toward the port glass... unless he was lonely or something.

It's nice that people remember 35mm. If someone figures that out at my place, they're likely as not to get a "cook's tour" offered them. As it is, I'm amazed how many people think I've got a glorified DVD player upstairs.

So what? If it projects the intended presentation quality and the customer feels they got their money's worth, who cares what they think put the show on the screen... or how?
 

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Posted by Michael Voiland (Member # 5386) on 04-23-2010, 01:10 AM:
 
Automation is only as good as its maintained. Examples of poor planing. are multiple types of cues and automation systems in the same complex, bad planning and just poor forethought and used equipment plus hours being cut down.

We are lucky to have a day that runs smoothly.
 

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Posted by Jesse Skeen (Member # 586) on 04-23-2010, 05:41 AM:
 
The first thing that comes to mind when I hear "Regal Premium Experience" is commercials on a HUGE screen followed by a scratched-to-hell (or whatever the digital equivalent of that is) movie, accompanied by slices of frozen cheese pizza sold for $10 each.
 

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Posted by Lyle Romer (Member # 1266) on 04-23-2010, 09:33 AM:
 

quote: Julio Roberto

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To make matters slighty worse, IF it were 4K, the only 4K DCI available today, that is the Sony SRXD Lcos projectors, when you make it 3D, it of course only offers 2K image(s).

Except that 2K is, by DCI own specs, 1998x1080 when projecting 1.85 content.

Well, the optics in the 3D waste a line 80 pixels tall in the middle of the chip, so each (eyes') 3D image is only a (non-DCI compliant, mind you) 1980x1040.

Don't know if the content is just cropped or (worse?) re-scaled.

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quote: Lyle Romer

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Does the Sony 3D solution use the whole width of the chip and do an anamporphic squeeze or do they just use a small rectangle for each eye that leaves 1/2 the horizontal pixels unused.

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It wastes half of the resolution.
Sony has a little bit of information about it in their online demo.

I was going to include a picture, but i realized FT doesn't allow outside servers to host the pic.
And im too lazy to upload it to ft.

 

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Posted by Caleb Johnstone-Cowan (Member # 3710) on 05-05-2010, 09:35 PM:
 
I went to a demo of that projection system and the Sony guy presenting was incredibly good at ignoring the fact it's two 2K images projected rather than 4K. Best way to describe it is to imagine a the 4k chip as a window with two panes that are 1.85 ratio say, with thicker than average frames. I still felt the feature presentation of HTTYD was very good though, and their selling point about the system being easier on the eye than triple flash 3D was valid.

Does anyone have an answer for my earlier question? I need to see IMAX digital for myself and am considering watching Iron Man 2 in the format but it involves going to one of our locations across town which is easily an hour journey each way, am I getting something that has been remastered to look decent on 15/70 IMAX screens?
 

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Posted by Bobby Henderson (Member # 840) on 05-06-2010, 10:51 AM:
 

quote: Mike Olpin

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Time for the pendulum to swing away from the chains and back to the independents.

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quote: Mark Gulbrandsen

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The funny thing about these Regal/AMC Sony installs is that they won't be able to use the Sony projectors. They are not capable of lighting up screens that large.

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quote: Lyle Romer

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Does the Sony 3D solution use the whole width of the chip and do an anamporphic squeeze or do they just use a small rectangle for each eye that leaves 1/2 the horizontal pixels unused.

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The "chip" is split in half and the 2K right & left eye images are stacked on top of one another. Convergence is managed by the dual lens assembly.
Nothing is "wasted" per-se since the 3D content is often slightly smaller than 2K resolution (2048x1080).
Whatever the ratio of the image is, that's how much of the chip is used. Think of it as common height.

Lastly it doesn't matter if the content is 4K, although it does help on larger screens. 2K up sampled on the 4K SONY looks better than 2K on a 2K DLP.

There are plenty of positives and negatives to each side and as someone who has been adamantly against digital for most of my cinema life I have to say, I can sit through a film projected on a 4K and be ok.
I can't say the same for 2K. I just can't.
 

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Posted by Manny Montes (Member # 5639) on 05-06-2010, 01:05 PM:
 
I can't imagine how expensive an RPX show will be, the local regal theater that is "better" than mine got a digital IMAX installed, $17.50 for an adult ticket. How is that possible when I can drive downtown and see Iron Man 2 in REAL IMAX for only $11
 

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Posted by Kevin Fairchild (Member # 4985) on 05-06-2010, 01:17 PM:
 
RPX opens at midnight with Iron Man 2 at Regal E-Walk Stadium 13 New York, NY

Normal Adult Ticket $13.00
RPX Adult Ticket $18.50
$5.50 upcharge! Granted this theater has a $4.50 upcharge for RealD.

Prices via Fandango.
 

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Posted by Carsten Kurz (Member # 5396) on 05-06-2010, 06:24 PM:
 
This is Sonys 3D panel mapping scheme. It quotes 2*1080 vertically. Hard to believe they manage to map these through optics an mirrors with 0-pixel loss/overlap. I'm sure they just crop some pixel out. I doubt, however, this is a visible degradation compared to conventional sequential 2k 3D as far as resolution goes. The simultaneous display certainly is a big plus.



Note they actually upscale for CS. Which gives a higher pixel density than on ordinary 2k 3D. Not a higher resolution, of course, but lower pixel visibility for close-screeners.

- Carsten
 

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Posted by Manny Montes (Member # 5639) on 06-01-2010, 01:50 AM:
 
I actually went to see an RPX today, at kendall village 16 in Florida. Wasn't that bad, decent quality, great sound, good seats.

All in all not a bad experience
 

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Posted by Scott Jentsch (Member # 1681) on 06-01-2010, 12:29 PM:
 
I wrote up a story about the RPX opening at the Regal Kendall Village Stadium 16 in Miami, and forgot to mention the opening here:

http://www.bigscreen.com/journal.php?id=1903

quote:

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Regal Entertainment Group announced this week that their newest RPX "Regal Premium ExperienceSM" will debut at the Regal Kendall Village Stadium 16 in Miami, Florida on Friday, May 28, 2010. The first show will be at 12:01am tonight of Prince of Persia: The Sands of Time.

Regal's first RPX installation was at the Regal E-Walk 13 in New York City, which debuted in time for Iron Man 2 three weeks ago. Read the Journal article for the announcement for more information about that installation. Apparently, Regal is happy with the results they are seeing there:

"Regal Entertainment Group’s first RPX location on 42nd Street in New York exceeded our expectations and impressed moviegoers in Times Square," stated Greg Dunn, President and Chief Operating Officer for Regal Entertainment Group. "Regal is proud to continue the rollout of RPX at our Kendall theatre which is already an extremely popular location for moviegoers in the Miami market."

According to the press release, the RPX installation at the Kendall Village Stadium 16 is custom-designed for that location and is able to project 2D and RealD 3D images with its dual digital cinema projection equipment onto its 52-foot wide screen. The sound system boats 20,000 watts of power through 80 speaker components, including twenty 18-inch subwoofers.

Regal is marking their RPX shows in the notes field in their showtimes, so you will be able to determine which shows are in the RPX auditorium. A look at their ticket prices today shows that they will be charging between $5-$7 more for RPX shows:

Regular RPX Upcharge
Matinee $8.50 / $7.50 $15.50 / $12.50

$7 (82%) / $5 (67%)
Evening $10.50 / $7.50 $15.50 / $12.50 $5 (48% / 67%)

It's no wonder that Regal is pleased with the results that RPX is getting them, considering the upcharges that they're expecting customers to pay! The New York City location is charging a 42% upcharge, and they've increased it here, presumably because they think the market will handle it.

How does that compare to the nearest big-screen alternative, the IMAX at the AMC Sunset Place 24 in South Miami, just 7 miles away? For a non-3D show, their ticket prices are $16.50/$13.50/$14.50 for adult/child/senior evening tickets, which reflects the $6 IMAX upcharge. 3D shows are an extra $1 on top of that. That means that they are in the same ballpark, and since the Sunset Place IMAX is a mutiplex design, its screen is only slightly larger than the RPX screen at 60-feet wide.

While we welcome additional options for moviegoers to have the best possible experiences they can at movie theaters, we wonder how long audiences will accept the high upcharges that go with them? Perhaps the higher prices will act as a double-edged sword, and cause patrons to demand nothing but the best for their money. For $15.50, the experience better blow me away and leave me with nothing but positive feelings about having spent that kind of money!

Is It Better Than IMAX?

The size of the screen for this RPX installation and the ticket upcharge that comes with it compares so closely to the nearby IMAX screen, one has to wonder what RPX has to offer over IMAX? If IMAX got into so much hot water last summer over their relatively small screens (see Journal Article), isn't this more of the same, but without the IMAX brand?

That issue is explored in a new Journal article - IMAX Getting Competition from Many Directions - But Are the Alternatives Really Better?

What Do You Think?

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 comments, so please leave your comments below!

Sources: Regal Entertainment Group Press Release, IMAX Corporation web site

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Posted by Chris Slycord (Member # 4239) on 06-01-2010, 12:44 PM:
 
If it costs the same and is equivalent to it, what's the big deal if it isn't better?
 

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Posted by Scott Norwood (Member # 30) on 06-01-2010, 01:00 PM:
 
I'm confused. I've been in regular theatres running 35mm on screens that are larger than 52' wide. What is new that is being offered here?

Number of loudspeakers isn't (or shouldn't) be much of an issue. The system either meets the Dolby spec for maximum SPL or it doesn't. Whether or not it sounds good is an unrelated issue.

I don't get it.

At least digital Imax (which I have not seen) supposedly has some sort of proprietary image processing and calibration hardware and/or software. The Regal thing sounds like a bunch of off-the-shelf equipment with a fancy name and higher price tag attached.

I'm all for improving image and sound quality, but I don't believe that audiences should have to pay a surcharge to sit in an auditorium that meets the relevant specifications. If the regular Regal houses do this, then what is the point of this thing? If they don't, then aren't patrons of existing theatres being ripped off?
 

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Posted by Manny Montes (Member # 5639) on 06-01-2010, 05:26 PM:
 
Does anyone know if they only use the dual projection for 3D movies? When I looked into booth there was only 1 running for the 2D prince of persia, I'm going to email their GM tonight and see if I can get an answer.

Other than that, it was only $15.50, so a $5.00 upcharge for it, which is cheaper than the IMAXs nearby (I think that's how regal wants it).

It's no better than IMAX, but its certainly comparable and pretty much equal (to the digital LIE-MAX) at least, and because its cheaper its something i'd be more willing to pay for (if I were a paying customer). In fact, as I was leaving I was overhearing other customers saying how comfortable the seats were, how awesome the sound was, etc....
 

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Posted by Scott Norwood (Member # 30) on 06-01-2010, 06:59 PM:
 
So patrons should have to pay extra for comfortable seats and awesome sound?

I find this whole industry trend toward adding surcharges for everything to be pretty distasteful. At least something like THX (and, presumably, digital Imax) has actual standards and some mechanism for ensuring that cinemas that feature those brand names are actually upholding those standards. And I have never seen a "THX surcharge" before.

If Regal wanted to convert all of its auditoria to this type of setup and raise all ticket prices and sell itself as a "premium chain" or something like that, with a guarantee that every auditorium would meet or exceed SMPTE, Dolby, and THX specs, I would not have so much of a problem with it. As it is, however, they are implying that there is something substandard about their normal screens (is there?) and that customers who want to have a quality experience need to pay extra for same.

I can see the day coming when a theatre has a price schedule that looks like this:

tickets: $0.00
picture surcharge: $5.00
sound surcharge: $5.00
seat surcharge: $2.00

Is this what we want for the industry?
 

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Posted by Manny Montes (Member # 5639) on 06-02-2010, 01:23 AM:
 
"I disagree, its like going to a baseball game. You can sit in a regular seat for 30$ or for 50$ you can get club level inside seats, with cushy chairs and air conditioning. There's nothing wrong with any other auditorium, its just that this setup is "premium" with a better sound system, picture and seats."
 

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Posted by Joe Redifer (Member # 3) on 06-02-2010, 04:48 AM:
 
By that logic, each seat in any given auditorium should be priced differently.
 

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Posted by Manny Montes (Member # 5639) on 06-02-2010, 11:55 AM:
 
not really, because each seat in every other auditorium (at least in most new multiplexes) are moderatly similar, to the point where you are getting the same experience no matter what theater (sound, picture, etc). However with RPX you are getting premium new leather (fake?) seats that are actually really comfortable, dual digital projection and a better sound system, as well as a much larger screen.
 

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Posted by Joe Redifer (Member # 3) on 06-02-2010, 03:24 PM:
 
52 feet isn't that large. Also, not every seat in any given auditorium is equal. I'm not talking about the seat itself, but its location.
 

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Posted by Manny Montes (Member # 5639) on 06-02-2010, 07:15 PM:
 
but overall the experience is the same give or take depending on the seat. AT a baseball game its the same, I may pay 15$ for a seat and sit in front of a pillar, wheras $15 might get you a decent seat. If you average them, they are pretty equal. It is RPX where you see the difference in every seat. Each seat is better than a regular auditorium.
 

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Posted by John Wilson (Member # 269) on 06-02-2010, 08:27 PM:
 
It's a money grab and nothing more.
 

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Posted by Manny Montes (Member # 5639) on 06-02-2010, 09:37 PM:
 
It may be, but isn't that the point of business?

They have an idea to make money, its not that bad, cheaper than IMAX, hell if people don't want it then it will fizzle out, but at least from what i've seen, its been pretty decently received
 

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Posted by Joe Redifer (Member # 3) on 06-02-2010, 11:36 PM:
 
Stop comparing it to baseball! Baseball is boring and only people who have had a lobotomy would pay to be "entertained" by such a long and mostly uneventful game (only soccer is less eventful). That's like buying tickets to watch the grass grow.

I agree with Scott. It makes it seem like there is something substandard or wrong with the other screens. The bigger RPX or whatever it is called isn't anything people haven't seen before, guaranteed. They have seen it before, and for a lower price than non-RPX tickets are going for these days. Knowing Regal, I doubt the sound is very good. They like to use shitty Klipsh speakers. Regal isn't too bright when it comes to equipping an auditorium. If it is being received well, that is only because Regal's customers are fucking retarded. They lack the higher brain functions necessary to choose a better chain. Then they go home and wonder why they are in debt.

I would think a chain would want to be known for great presentations, comfortable seating and awesome sound for EVERYBODY across the board, at each location and in each auditorium. That way people would think "Hmmmm, Chain X always has great seats, sound and picture no matter what. Let's choose them over Chain Y." Instead, it is "Chain X is mediocre except for their special auditoriums for which they add a surcharge, but Chain Y is good all around without the lame surcharge. Let's go to chain Y!"

No matter how you slice it, "premium auditoriums" are stupid.
 

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Posted by Edward Havens (Member # 4715) on 06-03-2010, 11:55 AM:
 
I understand why Monty is so defensive about RPX. And it's cool. You defend the business practices of your employer, as long as it's not something like clubbing baby seals.

Regal's not clubbing baby seals, are they?

Regardless, this RPX thing is nothing but a money grab. Charging people extra for a quality experience that should already have been given is, to me, reprehensible.
 

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Posted by Chris Slycord (Member # 4239) on 06-03-2010, 12:46 PM:
 
I believe you meant Manny instead of Monty.
 

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Posted by Frank Angel (Member # 248) on 06-03-2010, 04:35 PM:
 
It's up to the public to make those choices as to what is reprehensible, although I agree, distinguishing mediocre service from good service and then charging more for the good service is something not at all good for the industry. But then again, it really is nothing but clever marketing. But clever is only one side of the coin -- long-term customer disillusionment is the other.

Now the thing that a smart competitor should do put out statements like: "We offer our patrons a Premium Presentation on our large curved Panorama Silver Screen and state-of-the-art Ultra Fidelity 7.1 Surround Sound, but we won't charge an extra penny for it, because we have always believed that at XYZ Theatres, our patrons deserve the highest quality in picture, sound, comfort and customer service." I'd have signs posted at every theatre entrance - "XYZ Theatres -- Premium Presentation without a Premium Price" Make Regal look like rip-off fools. Let them eat their RPX crap and choke on it.
 

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Posted by Claude S. Ayakawa (Member # 1401) on 06-03-2010, 05:19 PM:
 
Frank,

It will be very nice if all theatres would offer their patrons noting but the best when it comes to service and presentation and not charge extra but I have my doubt about Consolidated Theatres here in Honolulu absolving the added cost for the privilege of seeing a movie in the auditorium at their Ward 16 plex with their new Titan Extreme Cnema system. After reading more about the 'Titan" system at the Reading International website, it sounds like it will be a considerable investment and I cannot see how Consolidated will charge the same as Regal with their fake IMAX at the Dole Cannery especially when Ward will offer reserved seating. With my senior citizen discount, I have paid about $12.00 to see a 3-D IMAX movie at the Dole Cannery but I would not be surprised if I am asked to pay $15.00 or more when I see TOY STORY 3 when it opens at the Ward with their new system in 3-D.

-Claude
 

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Posted by System Notices (Member # 2357) on 12-17-2014, 01:37 AM:
 

It has been 1657 days since the last post.

 

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Posted by Terry Lynn-Stevens (Member # 7349) on 12-17-2014, 01:37 AM:
 
Had a chance to experience my first RPX experience yesterday. Wow, what a joke! The smaller cinemas in the complex were great with a better picture presentation including their wonderful masking.
 

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Posted by Jesse Skeen (Member # 586) on 12-18-2014, 05:02 PM:
 
I checked out the re-done "RPX" auditorium at the theater I used to work at. (Got a pass for a free screening, then snuck into the RPX auditorium after that, nobody was watching the door! ) It originally had a proper side-masked screen but has been replaced with a common-width one with no masking, and looks more suited for a sports bar than a movie theater. 2.35 movie looked smaller than it did on the older screen. Movie playing wasn't mixed in Dolby Atmos so didn't get to hear how great that is. Charging extra for this is a huge joke.
 

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Posted by Jonathan Goeldner (Member # 4854) on 01-01-2015, 10:55 AM:
 
I was at the RPX screen at Syracuse' Destiny USA mall over the Christmas break - it's okay, sound was a little too loud for 'Into the Woods' at times. The huge RPX lettering just to the right and left of the screens on the walls were a tad distracting, but there is a light source coming from either the lower wall or stairs that is illuminating the lower left part of the screen during the movie which is really super annoying.

not to sound super bitchy - but considering that Arclight can add two Dolby Atmos systems at their new Bethesda theater - one of which in a medium sized auditorium - there is absolutely no reason why new RPX screens can not or should not feature Atmos sound - to me Regal and AMC come across as cheap or unwilling to upgrade to 360 sound - Cinemark upgraded the two Xtreme screens at Fairfax 14 to feature Auro 11.1
 

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Posted by Buck Wilson (Member # 5885) on 01-01-2015, 10:30 PM:
 

quote:

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- to me Regal and AMC come across as cheap or unwilling to upgrade to 360 sound -

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