Cineplex introduces UltraAVX cinema concept


Leading Canadian circuit Cineplex Entertainment is introducing a new concept, Cineplex UltraAVX™—an Ultra Audio Visual Experience.

UltraAVX features screens that are significantly larger on average than Cineplex’s traditional screens, a Dolby digital surround sound system, Christie Solaria 2230 DLP Cinema projectors, and extra-wide high-back rocker seats with a reserved-seating option.

According to Pat Marshall, Cineplex VP, communications and investor relations, "Each element of UltraAVX has been designed based on guest research, as we wanted to build the kind of auditorium that our theatre guests would build if they were the designers.”

To celebrate the launch of UltraAVX, 200 contest winners in both Calgary and Toronto will have the opportunity to attend an advance screening of The Twilight Saga: Eclipse in the UltraAVX auditoriums at Cineplex Odeon Queensway Cinemas in Toronto and the new SilverCity CrossIron Mills Cinemas and XSCAPE Entertainment in Calgary on June 29. The concept makes its public debut at those locations on June 30.

UltraAVX will be added to seven other Cineplex theatres by the end of 2010, with more locations to be added in 2011 and beyond.