-By Russ Nunley, VP, Marketing and Communications Regal Entertainment Group Special to Film Journal International

Walking into Regal’s newest theatre may make you feel like you’ve stepped back in time. Sure, all of the latest amenities and technological advances are there. But the grand scale and attention to detail may remind some moviegoers of Hollywood’s golden age when visiting the Regal L.A. LIVE Stadium 14.

“Regal’s new theatre at L.A. LIVE is designed and themed to be a modern version of the grand movie palace. We are proud to have partnered with Anschutz Entertainment Group to further enhance the entertainment offerings for the already vibrant L.A. LIVE development,” says Dick Westerling, senior VP of marketing and advertising for Regal Entertainment Group.
The addition of Regal’s new Los Angeles theatre also heralds the return of movie premieres to downtown L.A. “Through promotion and publicity throughout the L.A. LIVE campus, the new Regal Cinemas opened its doors as the place to see Michael Jackson’s This Is It,” according to Westerling. Only two weeks later, Regal L.A. LIVE hosted the World Premiere of Sony’s 2012.

The downtown L.A. theatre includes a separate premiere entrance and lobby with a spiral staircase leading to the balcony level of the main auditorium. Named the Regal Premiere Cinema, this single auditorium boasts stadium seating for 800 guests. “The presentation is enhanced by the raising of a double waterfall curtain and other design elements which are reminiscent of the grand theatres of the past, while still offering every modern amenity including digital 3D projection on the 70-foot-wide screen,” Westerling states. “The Regal Premiere Cinema showcases the biggest films in the grandest way possible.”

Regal Extends Rollout of Digital 3D and IMAX 3D
Technicians and contractors have been busy at hundreds of Regal Entertainment Group theatres in the past year. “In 2009, we added equipment for digital 3D at more than 250 theatres and all of our new builds include the ability to present 3D programming,” notes Westerling. “We are eager to provide the latest technology and innovation to our moviegoers across the country.”

Regal continues to add special screens, projectors and sound equipment for IMAX 3D. And Regal is also aggressively rolling out digital 3D conversions of auditoriums. During 2009, Regal Entertainment Group added digital 3D projection equipment at over 250 theatres. Twelve Regal theatres added IMAX 3D digital projection systems.

“We look forward to continuing our nationwide rollout of digital projection through the upcoming year. There’s a strong slate of 3D movies scheduled for 2010 and Regal anticipates interest in 3D will continue to grow,” says Westerling.

Regal ends 2009 with over 300 theatres offering 3D presentation on more than 470 screens. “Our patrons have been impressed and have embraced 3D films in 2009. Our managers report many compliments and our box-office results show strong demand for both digital 3D and IMAX 3D,” Westerling reports.

During 2010, Regal plans to add 10 more locations with IMAX digital projection, screens and sound systems. This will be accomplished with the conversion of existing screens at nine locations and the opening of the new Tikahtnu Commons Stadium 16 & IMAX scheduled for this summer in Anchorage. Regal ends 2009 with 42 IMAX locations and plans to have 52 in operation in 2010.

Regal Construction Completes Six Projects in 2009
In 2009, Regal Entertainment Group added five new locations with a total of 72 screens and completely remodeled a 14-screen in Virginia. The grand opening celebrations at each new theatre offered eager moviegoers a special sneak peek during preview events. Proceeds from admission, popcorn and soft drink sales for these events were donated to local charities in each community. “Attendance for these charity events has been tremendous and promotes word-of-mouth awareness as moviegoers are impressed with the new facilities and tell their friends to be sure to check it out,” says Westerling.

Grand Opening: Regal L.A. LIVE Stadium 14, Los Angeles, CA
The new Regal L.A. LIVE was part of the worldwide premiere event for Michael Jackson’s This Is It, playing the movie on all 14 screens for the premiere evening and for the next five days.

As the grand opening events continued through the following week, “we were honored to host some of the targeted groups living and working nearby. Downtown residents, USC students and L.A. LIVE friends and family enjoyed free movies and toured the massive new theatre,” Westerling recounts. These community groups were offered $1 popcorn and soft drinks, with proceeds benefitting City of Hope Cancer Center.

On Nov. 3, Regal L.A. LIVE was again the hot spot in downtown L.A. as the stars turned out for the worldwide premiere of 2012. John Cusack, Amanda Peet, Woody Harrelson, Danny Glover, Thandie Newton and Oliver Platt all attended. After the celebrities walked the disaster movie-themed “black carpet,” the movie was screened in the 800-seat Regal Premiere Cinema.

The remaining auditoriums in the 140,000-square-foot complex are arranged on two levels and each is equipped with digital projection. Located next to Staples Center and adjacent to a dozen world-class restaurants and clubs, Anschutz Entertainment Group has built L.A. LIVE into an entertainment destination for all of Southern California.

Grand Opening: Regal Westchester Commons Stadium 16, Midlothian, VA
Just in time for the 2009 summer movie season, Regal Westchester Commons Stadium 16 opened in Midlothian, Virginia, located south of Richmond. The new theatre with 66,000 square feet and 3,200 seats anchors the Westchester Commons lifestyle development.
A day off for the local school system was the perfect time for “Regal’s Popcorn Pep Rally” preview event. “Thousands of local students came out to enjoy school-themed movies like Napoleon Dynamite and Mean Girls. And best of all, proceeds from the day benefited area high schools,” Westerling explains. Two more days of preview events raised money for the Salvation Army and the Central Virginia Food Bank and moviegoers could also donate canned food items to the food bank as their movie admission.

Grand Opening: Regal Thornton Place Stadium 14 & IMAX, Seattle, WA
Regal’s newest Seattle location offers 14 screens, approximately 73,000 square feet, nearly 3,000 seats and the IMAX Experience. The grand opening preview events benefitted local charities: Newspapers in Education, MOViN 92.5 Race for the Cure Team, and Communities in Schools. The opening corresponded with the IMAX release of Night at the Museum: Battle of the Smithsonian.

This new Regal Cinemas is located in the unique Thornton Place mixed-use development in Seattle’s Northgate neighborhood. In addition to the theatre, “the development offers a vibrant, pedestrian-friendly neighborhood with 50,000 square feet of retail and restaurants. There are more than 500 newly built residences, walking paths with nearly three acres of green space and it’s next to one of Seattle’s top malls,” says Westerling. Thornton Place is located near the intersection of I-5 and Northgate Way, just south of Northgate Mall.

Grand Opening: Regal River Point Stadium 14, Sheridan, CO
Regal’s new River Point Stadium 14 opened in time for one of summer’s biggest blockbusters, Harry Potter and the Half-Blood Prince. The all-new theatre with 14 screens covers approximately 55,000 square feet and includes more than 2,300 seats.

Proceeds from the preview events went to support Volunteers of America “Stuff for Schools" Program, Variety-The Children's Charity of Colorado, and Adoption Exchange. The preview events culminated with a “Salute to Cinema” free fireworks show. “It was choreographed to songs from great movies of the past, with the fireworks lighting up the sky in Sheridan and seen for miles around,” reports Westerling.

Grand Opening: Regal River Ridge Stadium 14, Lynchburg, VA
This new theatre is located in River Ridge Mall, a popular destination for both locals and visitors who come to see the gorgeous scenery in the foothills of the Blue Ridge Mountains. The 14-screen theatre with 57,000 square feet and 2,400 seats is part of the town’s biggest shopping center. “Our theatre joins a great mix of shopping and dining options available at the mall. The new Regal Cinemas opened just in time as the fall colors changed and Lynchburg was looking its best,” says Westerling.

The grand opening celebration got off to a great start with preview events, including a day themed “Regal Salutes Our Soldiers” benefitting Lynchburg University’s charity “Students Behind Our Soldiers.” Country singer Emma Jacob joined the fun, performing for moviegoers at the new theatre and supporting a great cause. The preview events continued for two more days, raising money for the Boys and Girls Club of Greater Lynchburg and Blue Ridge Emergency Medical Services.

Grand Opening: Regal Fredericksburg Stadium 14, Fredericksburg, VA
In November, moviegoers could see the results from extensive remodeling efforts throughout the entire Regal Cinemas in Fredericksburg. The theatre remained open continuously during the year-long construction process, which included the addition of stadium seating, high-back recliner seats, new carpeting, curtains and a new guest service area, as well as updates to the box office, lobby and concession stand. The theatre is also equipped with a RealD 3D projection system for Digital 3D presentations.

Regal Fredericksburg is located along the busy Plank Road retail corridor with convenient access off I-95. “For more than a decade, this theatre has consistently ranked as the number-one choice for moviegoers in Spotsylvania County,” notes Westerling. “This construction project shows Regal’s commitment to offering the best entertainment experience to our patrons for many years to come.”


Regal IMAX Conversions in 2009
Charlotte, NC: Regal Stonecrest Stadium 22 & IMAX
Honolulu, HI: Regal Dole Cannery Stadium 18 & IMAX
Los Angeles, CA: Edwards Alhambra Renaissance Staium 14 & IMAX
Los Angeles, CA: Edwards Aliso Viejo Stadium 20 & IMAX
Los Angeles, CA: Edwards Camarillo Palace Stadium 12 & IMAX
Los Angeles, CA: Edwards Long Beach Stadium 26 & IMAX
Los Angeles, CA: Edwards South Gate Stadium 20 & IMAX
Los Angeles, CA: Edwards Temecula Stadium 15 & IMAX
Orlando, FL: Regal Waterford Lakes Stadium 20 & IMAX
Richmond, VA: Regal Commonwealth Stadium 20 & IMAX
San Diego, CA: Regal Escondido Stadium 16 & IMAX
Seattle, WA: Regal Thornton Place Stadium 14 & IMAX (new theatre)