Always something extra: Regal Entertainment offers a variety of premium options


FJI’s “Class of 2013” overview of new cinemas continues with an expert contribution from industry leader Regal Entertainment.

For Regal Entertainment Group, 2013 was all about VIP for a Very Impressive Presentation, as the company rolled out premium experience options for guests. Each project added something extra for Regal moviegoers to enjoy and to enhance their experience. Celebrating seven new theatre openings, all equipped with the Regal Premium Experience (RPX), the industry-leading theatre exhibitor had numerous grand-opening campaigns and expanded Atlanta’s already successful Atlantic Station by adding the Regal Luxury Experience, featuring a full VIP Lounge and luxurious king-size recliners to enjoy the show.

Adding 11 other RPX and two IMAX auditoriums to existing theatres across the country, Regal fans everywhere are enjoying the best that there is to offer when it comes to entertainment. From Santa Maria, CA to Nanuet, NY, Regal contributed funds to dozens of local charities by donating all money raised during preview days of new theatres to support the communities in which Regal operates.

Regal’s first new theatre of the year was Issaquah Highlands Stadium 12 IMAX & RPX outside Seattle. Opening July 2 to kick off a busy Fourth of July blockbuster weekend, Regal was able to support the Issaquah Food Bank, Newspapers in Education and ArtsFund of Seattle during three days of grand-opening events. Media sponsors included hosting an entire episode of the popular KING-TV Evening Magazine at the new theatre, while raising funds for worthwhile causes.

“It is always a pleasure to give back to local charities during a theatre’s grand opening. The activities add to our celebration and are representative of our role as a new community gathering place,” says Ken Thewes, chief marketing officer for Regal Entertainment Group. “Giving back to community organizations is another way we are able to show our gratitude for the loyal patronage from so many Pacific Northwest moviegoers.”

In early November, the red carpet was rolled out in Atlanta for the premiere of the Regal Luxury Experience at Atlantic Station. A spacious new VIP Lounge was built along with two new luxurious auditoriums which offer king-size recliners with padded footrests for added comfort. Regal invites guests to relax and recline with reserved seating, extensive beer and wine selections as well as restaurant-quality appetizers and entrees.

“Regal is extremely proud of our new lounge and expansion at Atlantic Station, offering an extra level of comfort with luxurious king-size recliners and the ability to reserve your seat for the show,” said Greg Dunn, president and COO. “Regal prides itself in offering the very best theatre experience for our guests. Now we have a wealth of premium selections for moviegoers at Atlantic Station with the new VIP amenities, in addition to the already popular RPX and IMAX Experience options.”

November was a busy month for Regal, opening new theatres in Gainesville, Virginia, and Nanuet, New York. Six charities benefited from the preview days, offering $2 movie tickets, $2 popcorn and $2 soft drinks in the days leading up to first-run film presentations. Disabled American Veterans, Court Appointed Special Advocates program and Youth for Tomorrow in Virginia received funds from Virginia Gateway’s opening, while Meals on Wheels, People to People Food Pantry and a local Volunteer Fire Department all in New York benefited during the opening of a new Regal Cinemas in Nanuet.

“Opening a new Regal Premium Experience or RPX in both the New York and D.C. markets is extremely exciting. By including our large-screen experience, we are offering the very best at these new entertainment destinations,” says Jewel Gallagher, Northern marketing manager for Regal Entertainment Group. “Regal is proud to further enhance our presence in these important markets, and the show of community support has been tremendous as we truly feel welcomed by our neighbors.”

In Albuquerque, New Mexico, the Winrock Stadium 16 RPX & IMAX included the first IMAX theatre playing mainstream movies in the entire state of New Mexico. Opening crowds were very large, with more than 27,000 moviegoers during the three preview day events benefiting National Dance Institute of New Mexico, the local Ronald McDonald House and Roadrunner Food Bank.

“Albuquerque turned out in a huge way during our preview events at the new Winrock IMAX and RPX theatre,” said Rachel Lueras, Western marketing manager for Regal Entertainment Group. “Regal is so incredibly thankful for the amazing support from the community during this grand opening. It is so rewarding to make a donation to such deserving local charities as these, all while engaging the community. We look forward to continuing our involvement and relationships in the Albuquerque area.”

Shortly after the Winrock opening, another jewel was added to the Regal crown in Santa Maria, Calif., at the Edwards Santa Maria Stadium 14 & RPX. More than 20,000 moviegoers and over $83,000 in funds were raised for local community charities. Santa Maria Times, the local daily newspaper, described the new Edwards theatre at the Town Center Mall as a “keystone project in revitalizing downtown.”

In early December, Regal opened new theatres in the Philadelphia and Cleveland markets with the all-new Moorestown Mall Stadium 12 & RPX in New Jersey [highlighted in our February “Class” report] and Great Northern Stadium 10 & RPX in Ohio. Both theatres opened just in time for the release of The Hobbit: The Desolation of Smaug.

“We are always excited to open a new theatre while building on the tremendous buzz surrounding a new film to add even more interest for moviegoers who can’t wait for our grand opening day,” said Russ Nunley, VP of communications. “Opening in time for the ever-popular holiday moviegoing season adds a festive air to the celebrations.”

Another very significant milestone for Regal during 2013 was the acquisition of Hollywood Theatres, adding 43 locations in 16 states and three U.S. territories. Once added to the Regal portfolio, these locations were also evaluated for possible premium amenity additions to further enhance patron options. Regal aggressively invests in upgrades for existing properties to add premium experiences.

“Regal is so proud to have added Tall City Stadium 14 to our family of theatres and now we’ve made this already popular location even better. Regal has premiered the well-known IMAX Experience in Midland, Texas for the first time,” said Christine White, Southern marketing manager for Regal Entertainment Group. “Plus we have added our RPX proprietary large-format experience at Tall City so that moviegoers can really have it all.”

Regal has been busy adding premium experiences for patrons to enjoy in dozens of locations. The addition of luxury options including king-size recliners and the concept of a full-service VIP Lounge shows the company’s commitment to continually reinventing the ultimate guest experience. And executives promise this is only the beginning, as 2014 is scheduled to bring an even greater number of premium options to moviegoers wherever the Regal marquee is proudly lit above the door.